Corporate storytelling outlines the strategic direction and the purpose of the entire corporate brand. It acts as a compass directing all company communication, internally with its employees, investors, vendors, and externally, with its customers and the business environment. The more authentic and genuine stories promoted about the company values and purpose, the more the company will sustain its core story and identity. A corporate core storytelling goal is to anchor the company’s values, visions, and culture. The next step is to explain these core values, deliver them through emotional stories, and communicate them to both internal and external audiences. Defiantly, the more impact will be through passionate storytelling.
Nike is a corporate core brand that exists independently of individual products. Nike Air is a subsidiary brand that supports the overall Nike corporate brand, emphasizing the soul of Nike and its core message. Procter & Gamble multi-brands like Pampers and Tide have solid self-stand product brands, and each individual has its own identity. At the same time, corporate Procter & Gamble stays silently in the background. The biggest challenge of the multi-brand corporation is to create individual brand identities and core stories that do not contradict each other and connect with the company’s core corporate brand. Nike’s bold ad campaign “believe in something even it means sacrificing everything,” starring Colin Kaepernick, the controversial former NFL quarterback, opened many arguments on social media. It is the first time Nike used conflict and controversial stories to establish their brand values. Nike is all about winning, no matter what. By delivering the sacrifice message, winning is about never quitting what someone believes. Nike used storytelling both internally and externally as a tool to enhance their heart-core message “To win.” After the U.S. Women’s National Soccer Team (USWNT) won its second consecutive World Cup, Nike aired a 60-second ad called “Never Stop Winning” to honor the victory. The ad focused on the idea that the win was more than another title but an essential step toward achieving pay equity and ending gender discrimination in sports.
Corporate Storytelling Definition
If there is no story, it is just another commodity. A solid brand combines facts, functionality, culture, and emotions with the centric and the driving force. It is “who, what, and why” that a brand exists. A brand is the recognized added value and sentiments that a company or product represents by solving a problem or helping consumers feel comfort. Consumers’ excellent perceptions of a brand convert them to the loyal tribe. A powerful brand represents a story that connects with the audience by transforming its identity into unique storylines to strengthen its purpose and proposition. For example, Spotify represents creativity and innovation as a default mindset. Spotify wants to unlock the potential of human creativity—by allowing a million creative artists to live off their art. Netflix represents “Streaming Ready.” A convenience, affordability, and a range of films. For corporate storytelling to become an effective tool for creating a brand concept, it shall reflect the brand values that can touch the consumer emotionally. In addition, these corporate stories must have a consistent meaning.
The most effective
storytelling tool as a branding tool is to adopt a holistic approach and use
the two techniques to build the central brand message. First, it communicates
with the customers why a brand exists, what it stands for, who the buyers’
persona is, why a brand is needed, and how customers can connect. A core story
represents the heart and soul of a company. Second, it builds the bridge for
the company’s internal and external communication. In the business world, the
adversary can act in any form. It could be the competitors or the companies
themselves who do not innovate for a reason or do not have reliable customer
service. Using storytelling elements helps a company create a sort of exciting
internal challenge, or an “adversary,” that employees should overcome through
teamwork by applying a developed unique solution, skills, or some “heroism.”
A customer is a hero seeking to achieve a goal. The personalization of a hero character adds heart and soul to the company’s role in the story world. It sheds light on the conflict and the passion that runs the brand forward. A brand must have a driving passion force for making a customer’s life more positive. The supporting role is the product or service that helps the customer accomplish their dream. Thus, the customers are beneficiaries of the company’s efforts to achieve its goal. A challenge is a villain that helps to unite the internal and external team players to confront it. It reinforces brands’ spirit and culture while sending a coherent and bold message of their cultures and values to their broader surroundings. Corporate storytelling aims to assemble a consistent structure of a company brand both internally and externally. If a company or brand does not stand for something other than making money, it will not make remarkable experiences for employees or customers or have a remembered emotional impact. The challenge is to summarize the company’s core story in one sentence and deliver it to the world.
Corporate Storytelling Examples - 3M’s 15% Culture of Innovation
3M is committed to
sustainability and improving every life. For over 70 years, 3M’s unique 15% culture
has encouraged employees to set aside a portion of their work time to develop
and engage in innovative ideas that motivate them proactively. The 3M 15% Culture
gives employees the license to innovate. It empowers every employee to develop visions,
allowing all employees to spend 15% of their time on personal experiments and
projects. In 3M, corporate storytelling is an integrated part of the culture. Corporate Stories
help employees understand what the company stands for through stories and ideas
that encourage a culture of innovation. One unique idea may bring an invention
to the world, like sandpapers or sticky notes. The story behind the invention
of 3M’s classic post-it note is written in several management books as an
example of how a company thrives through a culture of innovation. 3M’s core
story is about purpose, according to Mike Roman, 3M CEO (2021). The company
believes that “innovation isn’t innovation without sustainability.” For
example, 3M innovates to reduce plastic use, improve environmental footprint. In
addition, 3M commits to achieving carbon neutrality, minimizing water use, and
enhancing water quality. The adversaries in these stories are all the things that
stand in the way of ecosystems thriving, innovative thinking for purpose,
diversified communities, and sustainability. “How can we make sponges greener?” is a 3M story told
by curious kids about solutions to global challenges.
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