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The Role of Storytelling in Corporate Communications

Companies are always looking for ways to stand out and better connect with their audience. Storytelling is a powerful tool to accomplish this because it humanizes brands, builds connections with both internal and external stakeholders, and can turn a corporate message into one that is more relatable, memorable, and impactful.

Storytelling can take on various forms, such as a feel-good customer story, a behind-the-scenes look at company culture, or an inspirational tale of a company’s journey. Leaders who embrace storytelling in their communications can enhance their connection with employees, strengthening company culture and values, and creating a more productive workforce.

Successful integration of storytelling into press releases, marketing materials, and employee communications has shown significant boosts to both brand visibility and employee engagement. It’s important to keep the focus on authenticity and relevance to the audience’s experiences. If well told, a story should reflect the brand’s identity and align with its goals.

Lots of well-known companies infuse storytelling into their messaging. Here are a few examples of the how storytelling has proven to deepen connection with an audience:

Nike
Nike’s uses storytelling in their "Just Do It" campaign, featuring a variety of stories of athletes overcoming obstacles or highlighting determination. The company taps into its audience’s emotions with the belief that everyone has the potential to succeed.

Apple
Apple’s storytelling focuses on innovation, creativity, and simplicity. They often use stories to showcase how its products enhance users' lives, making them feel more connected. Apple's "Shot on iPhone" campaign tells the stories of everyday people using their iPhones to create photography, making the product feel more relatable.

Coca-Cola
Coca-Cola focuses on emotional storytelling to build brand loyalty and align itself with positivity. The iconic "Share a Coke" campaign featured personalized bottles with people’s names and created a powerful story around coming together and celebrating everyday moments.

Google
Google uses storytelling to highlight how its products and services improve people's lives. The "Year in Search" campaign tells the story of the year’s most significant events and emotions through the lens of Google search data, showing how people’s personal experiences are shaped and influenced by shared global ones.

Disney
Disney’s storytelling is focused on imagination, nostalgia, family, and joy. Through movies, theme parks, and merchandise, Disney creates stories that connect people regardless of age. The company's brand is centered around creating happiness.

Storytelling is a great marketing tool when it can reflect a company’s values and mission while also fulfilling the need to connect with your audience – customers and employees alike.

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