17 January 2014 0 Comments

Brand communication: the impact of brand storytelling on corporate success

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Brand and story telling, Brand communication, Brand and the new art of story telling, Why your brand story is essential, How to use online media to tell your storyStory makes us reflect on what used to be. Story telling is an age long art that many will cherish. We all love and remember bedtime’s stories because of their soothing, calming effects.

Prior to now, many think telling their stories will make them vulnerable. They believed the past must be abandoned where it was. Yes, that may be true to a certain extent. But in each person/organization’s past are great lessons many can pick.

It is true certain story/event in the past is better forgotten than remember. But sometimes when we put them in writing it will make a lot of difference in the world. An online writer captured the essence of this piece when he wrote ‘Story-telling is one of our most powerful tools for movement building’ When properly done, it can help build credibility and engagement that other tools may not be able to achieve. As good as advertising, promotion and publicity are, storytelling will work better in today’s communication world.

A corporate story telling strategy can be channeled through email, blog posts and other online media tools. Story telling is helping many brands to achieve thought leadership with ease. It is helping them to communicate their values as well as bridging several gaps that could exist between the organization and its publics. The new art of corporate story telling helps in no small measure when our aim is to  engage relevant audience in a meaning and mutually beneficial conversation. In no small measure, storytelling helps brands, individuals, tribes to reconnect with age long and cherished identities. More importantly storytelling helps in inspiring positive action from others who are going through similar experience the brand had gone through. So a brand story told does not only work for the brand, it does serve as an energizer for other stakeholders.

Storytelling is an art and science if we must get better result. A science because it has some empirical proofs it works. An art because you need to first understand who you are, your target audience as well as craft a strategy that can guarantee success.

Brand storytelling is very essential to success today because it is the dawn of conversation. Best corporate communication strategy must therefore employ this. This is because storytelling uses emotions and logics before reaching its conclusion. In the course of great story telling, listeners are moved from ‘no interest’ to casual interest. At least most stories help us to initiate, start a conversation where none exist before. When properly done, storytelling gets people on their feet to support your cause and be identified with you. Like the above writer also stated, great brand storytelling helps in ‘better understanding of corporate values, which inspires action through emotions’.

Why then should your brand engage, master the art and science of corporate story telling?.

 It bridges the gap between the past and present: Story may make us vulnerable because it may expose our trials and triumphs. But in many ways, it helps brands to connect the dots, examine the past so it can guide further action steps.

It helps people to bond: many do not understand where you used to be, your brand storytelling will expose your brand’s personality and how your past has helped in shaping the present and future decisions. This will help brands, people with similar experience to bond with you as they will assume you know where the shoe pinches.

It helps in securing audience engagement: as a result of the above, many will love to engage with your brand’s values which they can glean from your past and present corporate behaviours. People will be moved to act for you because they have a better understanding of what your brand stands for.

 It elicits morals: Stories are not told for just for the fun, entertainment values. This may just be one of the goals it can achieve. In most stories, there are moral lessons to learn.

Aside from them above, documenting your stories today will help you escape memory loss of vital events in your brand’s progress. Whatever you do, learn and engage this art before you miss out on the benefits.

Photo source: aerotechnews.com

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