To appreciate the power of a good story, you have to put on your marketing hat. Like advertising, storytelling is a persuasive form of communication that paints a picture of your organization, educates your target audience, and sells your product and services.
And, just like a marketing campaign, storytelling starts with a clearly articulated objective. You may need to move your audience from A to B, align them to your values and principles, or simply inform them of your products or services. Ad campaigns are well thought out, and stories are no different. Strategic stories can be easily crafted to elicit an emotional response in your target audience and achieve specific measurable outcomes.
Of course, there are many often-overlooked benefits, too. Simply looking for good corporate stories can significantly boost internal engagement within a large organization. The process of researching and identifying the people and stories that shape your brand is very powerful and often the most valuable part of the exercise. The resulting videos are like energizing souvenirs that can be shared with thousands of other potential brand ambassadors.
