Stories represent the most powerful form of persuasion we know. The most memorable brands tell their story not just through slogans and slick ads but through the words, actions, and attitudes of its people. Unlike a great customer service story where the situational response speaks for itself, the company story may express several key values, represent multiple chapters in a company’s history, and connect with numerous anecdotes. It is the overall storybook that provides the context for other stories we tell.
Help people to remember and realize the company story by highlighting key elements—and reminding them often. Here are a few tips to keep in mind:
- Involve people in identifying key words and phrases that they associate with the organization’s story
- Create a word cloud and post it.
- Make at-a-glance connections visible for employees and stakeholders in as many places as possible.
- Use pictures to illustrate meaning and attract attention to the story.
- Ask a volunteer photographer to capture people doing things that are consistent with the company story.
- Have people share their observations of the company story “acting itself out.”
Companies don’t tell their stories— people do. Making the company story sticky requires getting people constantly involved in making the story come to life.