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How many times have you seen a commercial after which you immediately said to yourself: “I gotta get me one of those!”
Marketing and sales are a complex field that is based upon exploitation of human needs and more often, emotions.
Marketing expert is able to trigger just the right buttons that will make a person act.
One of the main tools that professionals use is corporate storytelling.
What is corporate storytelling?
Basically, it is the same thing as the traditional storytelling where you have a hero overcoming obstacles in order to reach his goal.
However, in this case, he uses a product or a service in order to complete his quest.
In a sense, this type of storytelling empowers an individual and puts him in the main role.
Storytelling is a specific type of content marketing where an individual has to follow a certain pattern. Although it is a bit harder to create, it does have numerous benefits.
According to Steve Olenski, here are the main four benefits of corporate storytelling:
- Evokes emotions in the customers
- Shows brand’s personality in front of the audiences
- Portrays your brand as the main protagonist
- Builds a long-lasting, personal relationship with a customer
In a way, we can see storytelling as something that will create an emotional bridge between clients and brands.
How do we use corporate storytelling?
There are two main approaches to storytelling (be it traditional or digital):
- Promoting an individual product or service
- Creating brand awareness
On paper, these two look very similar.
Nevertheless, each one of them brings different risks and benefits.
But, wait… this doesn’t seem logical!
When you tell a story about a certain product, you are bound to mention the company which is producing that item, right?
In a sense, this is correct but it all depends on where you place your focus of attention.
In order to understand better, let us use example of Coca-Cola (the product) and Apple (the company).
Corporate storytelling examples
Coca-Cola’s corporate storytelling strategy
Coca-Cola Company makes the most money by selling the drink of the same name.
In fact, do you even remember the last commercial of Fanta or Sprite?
On the other hand, you will most likely remember polar bears and Santa-Claus.
Images taken from dailybillboardblog.com and sponsorship.com
Have in mind that billboards were taken as an example to show company’s global strategy.
Their short format is not best suited for storytelling.
Nevertheless, they are a part of the arsenal that helps get story across.
Given the enormous revenues they get from Coca-Cola, the company always places it at the forefront and invests most of its marketing effort in it.
But, you might have noticed that each time, the message is different.
Let’s have a closer look.
Coca-Cola connects people. It helps us cheer our favorite club and it puts family together. It makes us rejoice during our holidays, etc.
Because Coca-Cola Company is trying to promote an individual product, they have the option of changing their message each and every time.
Of course, in each commercial they are spreading positive vibes but that is too far-fetched to be called a continuous message.
Although in each commercial there is distinctive Coca-Cola logo, story doesn’t revolve around the brand.
In fact, it always revolves around its flagship drink.
Apple’s corporate storytelling strategy
On the other side, there is Apple Computers.
For the longest time, Apple Computers were quite famous for their Macintosh computer.
In fact, there were a lot of people who weren’t even aware that this product was made by the Apple Company.
As the time went by, this organization changed its focus and started putting emphasis on their brand.
Instead of promoting one individual item, they started working with different technologies.
Images taken from dailybillboardblog.com
Due to this fact, a lot of these items are nowadays referred to as Apple products, not by their individual names.
If you have a company, you might be wondering which one of these two approaches you should use.
As you can see, both Apple and Coca-Cola have made quite a success by employing their storytelling strategies.
Also, keep it in mind that they had different agendas.
While Coca-Cola focused on creating the most dominant product in beverage industry, Apple decided to promote all their products together thus raising their brand awareness.
In the end, both approaches make sense.
However, there are certain things that you should know when creating content to engage your consumers’ market.
If you opt for product storytelling, know that everything you do will have to rotate around that particular item.
Furthermore, make sure that individual product has much bigger potential than your brand as a whole.
This is a great strategy for companies that have a revolutionary product on their hands and would like to avoid any confusion.
Nowadays, everybody knows about a massively popular game called Warcraft.
But imagine what would have happened if the company which produced it, Blizzard Entertainment, decided to promote their brand instead of this revolutionary product.
It is much easier to tell a story about individual product.
Even if you create unsuccessful content, you will still be able to mitigate the damage by creating something better.
Image taken from entrepreneur.com
Brand storytelling is a different story.
You might even refer to it as putting all your eggs in one basket.
This is a great approach for companies that have numerous products or tend to improve or change products constantly (remember the Apple, example?)
In this case, there is simply no point in promoting something or creating an emotional bond with a consumer if you are just going to break it up in the near future.
Unlike product storytelling, you have to be very careful with brands.
There is no safety net in this case.
An unsuccessful marketing campaign will affect all your products instead of just one.
However, the benefits are more than obvious as such a campaign helps you with entire assortment of goods.
The Lego Movie is a great example of brand storytelling.
The Lego Movie teaches us that there is more than one way to promote a product
Instead of selling the product by showing Lego parts or emphasizing on their logo, Lggo decided to take a different route.
They simply made an awesome movie!
As you can see, the company didn’t even want to push the product.
Instead, they just made a positive experience for the audience. And now, each time a child revisits that experience, it will think of Lego.
So you see, storytelling doesn’t create a physical need, it creates a mental desire.
History of corporate storytelling
Corporate storytelling resembles traditional fairy tales.
As you well know, classic stories had primarily education purpose. If you look beyond Walt Disney’s remakes, these stories were actually quite brutal and sinister.
Why would someone create something as vile as this for little children?
To instill fear so that the young ones would get valuable life lessons.
In modern times, the formula and the process have changed. Stories no longer had a social character allowing the new generations to mature properly while developing sound moral values.
Stories became commercial.
Disney was the first to exploit this. In fact, they can be regarded as one of the first real corporate storytellers and funny enough, they were in the actual story business.
Let’s take a moment to compare some classic fairy tales to their Walt Disney counterparts.
Walt Disney’s classics
The Little Mermaid
- Classic story – The Prince chooses someone else leading to the Mermaid’s death
- Disney story – The Mermaid is given human legs and the Prince
- Classic story – The Prince rapes the Beauty and later on kills his wife to be with the Beauty
- Disney story – The Beauty is woken from her sleep and gets the Prince
- Classic story – Pinocchio is hung from a tree
- Disney story – Pinocchio becomes a real boy
Fate of Pinocchio in classic and Walt Disney story
Pictures taken from pinterest.com
Clearly, there is an enormous difference between these two portrayals.
In many cases, the educational form was excluded and there are no moral values to be learned.
Disney was the first to exploit this fact.
As a result, this company is one of the most influential and powerful organizations in the world. How about that corporate storytelling!
Disney was never interested in teaching us something, they were interested in harnessing our emotions.
When something leaves a sour taste in your mouth, you are not going to come back asking for more.
The company was aware of this and it gave us the product we wanted.
They realized that by modifying classic stories and adapting them for a modern consumer, they are able to create an emotional rapport.
In time, Walt Disney was seen as a company that brings us closer to our dreams.
In the end, who doesn’t want to fulfill their dreams?
Main 8 elements of a successful story
By now, you realized why corporate storytelling is important.
Let’s see how to do it.
According to Nigel Watts, each story should have eight key elements:
- Stasis – Beginning of the story where we first meet our hero in his natural environment
- Trigger – Something happens initiating the story
- The quest – Hero’s duties are revealed
- Surprise – Hero encounters allies, enemies and various complications
- Critical choice – Main protagonist has to make a difficult choice that will impact the rest of the story
- Climax – Peak of tension
- Reversal – The story is resolved
- Resolution – Hero returns to his natural state
All these elements are crucial for telling a good story.
To simplify it, a good story should have a protagonist that finds himself in a pickle which will be resolved through strength of his character.
You might be wondering: “But I have never seen such a complex story in the corporate world.”
That is correct.
This formula is more common for stories in their traditional form.
That’s because organizations don’t have that much time to go through all the steps and in such a detail.
Nevertheless, corporate storytelling still has the same basis where a hero overcomes obstacles. With the use of a product, of course.
How to create a successful story?
So, how do companies present their stories?
Every tale has to have a hero.
In a corporate storytelling, this hero is usually very relatable so that a consumer can feel his strive.
Oftentimes, companies are very blunt and send the message directly to you.
In this case, Google directly addresses you showing how their product can change your life
The first element is the crucial one.
Imagine this ad.
Middle-aged guy sitting in his office.
The next shot takes us to his home where his wife is looking at the clock while holding the baby.
The picture goes back to the father who is looking worried, also while looking at the clock, but his demeanor tells you that he is forced to work long work hours in order to provide for his family.
Now, these are some real emotions!
Everybody can relate to having a small child and having to provide for it. The message is very simple, complete and relatable.
With this ad, we have already made an emotional bridge with the main protagonist.
Many of us will imagine ourselves in his shoes. A lot of us have already gone through this ordeal.
After that, the next logical thought which pops in your head will be: “Wow, I hope that this guy will find a solution that will allow him to spend more time with his family.”
And of course, the solution comes in a form of a product or a service.
But, having a hero is just the first step.
Without complications, there is no reason for us to sympathize regardless of how relatable the main protagonist may be.
This is where the drama kicks in.
Drama or plot twist can come in various ways.
As we saw in the previous example, corporations present it in a form of a day-to-day issue. Naturally, the bigger the problem, the more empathy will we have for the main protagonist.
Lastly, we have a reversal where we see how our hero resolves his problems.
But, there are other elements which are necessary for successful storytelling.
First of all, your story needs to be emotional because the only way it can cause a stir is by creating some sort of a tension.
Straight line is never good in marketing. It leaves people indifferent.
Your message has to be consistent (especially important for brand storytelling), truthful and simple.
Receiver has to understand what you are getting at and to believe it to be true.
Consistency is important as makes a connection between a brand or a product and the story itself.
Imagine if you have an environmentally-friendly company and you promote pollution. Just don’t do it.
Lastly, it has to be adapted to your consumer.
Before anything else, you have to study your target audience and learn as much as you can about them. Style, colors, dynamic, everything about your story has to be appropriate for the target viewer.
Otherwise, it will feel out of place and individuals will not be able to relate to it.
Products and brands for children are much more colorful and jovial
Pictures taken from seriouseats.com, pinterest.com and mirror.uncyc.org
On the other hand, metallurgy is much more serious and authoritative
Pictures taken from nextlevelshow.com and ugmk.com
Sharing your story
Let us presume that you nailed everything correctly so far.
Regardless of how great your story is, you will still have to promote it through proper channels in order to get the necessary visibility.
Corporate storytelling usually refers to creation of written and video content.
Simply put, these two forms are the best way to tell a wholesome tale that will create the necessary emotional response. All the other marketing activities and promotions are there just to support the story.
In that regard, when we start our campaign, we have to focus on the Internet and websites in particular.
Yes, good part of our ads will be placed on TV. But let’s face it, who watches TV nowadays?
Having said that, your content has to go viral on the web.
Commercial made by Air New Zealand
How does your content go viral?
It is based on a compelling story mixed with SMM (social media marketing) and SEO (search engine optimization).
In terms of corporate stories, there is another catch.
As previously mentioned, they revolve around heroes, right?
Well, you need to package your content in such a way that the person sharing the content feels as if he is a hero himself.
With this, the circle is complete:
- Consumer reads your content about a hero, ordinary guy very similar to him
- He witnesses his trials and tribulations as well as his triumph
- Our potential customer gets the opportunity to become a hero by sharing the content
- By becoming the hero, he puts himself in the shoes of the previous hero and get emotionally attached to a product that helped him achieve victory
Naturally, for this to be accomplished, your content needs to be easily shareable.
There also has to be a visible incentive why this content should be shared in the first place.
On average, the content which helps others, solves social issues and raises awareness is much more shared than any other type of content.
People have to be moved by the story and to truly believe that by sharing it, they will help others improve their life.
Sharing can be done either through links or through social media. Regardless, any type of share will bring your more visibility allowing your content to go viral.
Even though this term is not as commonly used as some other marketing phrases, corporate storytelling is something that can turn a mediocre organization into a real corporate giant.
It can turn content creators into legends and company owners into millionaires.
Stories have gone a long way from their traditional form to the digital one that we use today. Regardless of commercial intent, never forget that they actually a type of art.
So, if you like a nice story, take a pen and paper (ehm, computer and website), and start creating.
Who knows where the journey will take you?
Picture taken from hankfrazee.com