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Corporate storytelling: what is it and why to use it

O uso do storytelling corporativo pode ajudar a engajar consumidores e colabores de sua empresa ou marca e também a reforçar sua mensagem, valor e visão

Have you ever thought about using a technique that helps you engage employees and reinforce your brand’s message to the public? This is what corporate storytelling can do for your company: be it in management strategy, in leadership or in the way the brand interacts with leads, this technique can boost engagement. In other words, it helps to reinforce the value and mission of organizations.


You may have seen the term storytelling on the web. It means telling stories, but not just telling them: doing it in a way that holds the attention of the recipient. This is a very old resource, which runs through the history of mankind. Good storytellers have always existed, what changed were the resources to make the stories run the world.


With the arrival of digital transformation and the significant increase in the amount of content that we can access on the network, winning the attention of an audience – whatever it may be – has become an even greater challenge. It is no longer enough to do the basics: it is necessary to engage and delight to communicate clearly what is intended.

Corporate storytelling as a brand reinforcement

With people increasingly engaged in social media, the ability to generate identification between who tells and who receives the stories is essential. That’s what, brilliantly, did Johnnie Walker, in an advertisement, years ago, for example. The story told presents all the steps of the so-called Saga of the Hero, by Joseph Campbell – present in several scripts of series and cinematographic films.

There is a call and trajectories that inform the place and the difficulties faced until success is achieved. This generates public identification and admiration. It does not speak directly of whiskeys, but delivers the brand value. The subjective elements are there and have been reinforced thanks to a good story. They catch the attention and let the audience interested in how it ends.

There are different ways and tools to do this: it can be the creation of a video, as in the example mentioned above, but also through simple training, without using a PowerPoint presentation. The point is: what story do I want to tell and why would my collaborators feel like passing it on? Does it generate identification?Does it Captivate?

If employees do not feel connected with the mission, vision and values ​​that a corporation wants to transmit, this will hardly reach the final consumer. Furthermore, through good stories, the receiver can imagine himself inside them. Thus, it is possible to be moved and feel proud to belong.

The elements of storytelling

Whether aimed at the corporate environment or used in another context and purpose, storytelling always has at least 4 basic elements: message, environment, character and conflict. It is necessary to think about the journey of the protagonists of the stories, considering the challenges and the scenario that make up the narrative.

All of this helps to generate identification on the part of those who read or hear the story. The technique can be used in different situations: from presentations and lectures to communication strategies. When resorting to corporate storytelling, it is important to ask yourself: is the story I am going to tell captivating to the point of being kept in the memory of the listener? This way, we have the first step defined to decide how to tell it.

Corporate and digital storytelling

Corporate storytelling should be used in internal but also external communication, informing the public with whom the company relates and what the brand values ​​are. For this, it is necessary to consider the strength of the digital presence of companies. The crisis caused by COVID-19, for example, made it clear how much those who invested earlier in this strategy have adapted better to the new reality.

After the spread of smartphones, the presence of people on social media is increasingly frequent. After that, everything was just a click and search on Google. The relationship between brands and consumers has changed radically in recent years. New content formats like podcasts and videos have helped to engage more. The sixth edition of the Video Viewers survey, a survey commissioned by Google, carried out with 2 thousand people, pointed out that in the last five years, online video consumption has grown 165% in Brazil.

Using these new languages ​​to tell good stories about how your company or brand was successful or to inform what it delivers – and remembering that this delivery goes through subjective elements and not just the final product – through storytelling technique helps to generate identification with the public.

Before thinking about telling good stories to customers and prospects, you need to make sure that your team also shares them. If this is not clear to your team, it will certainly not reach your final customer.

It is necessary to generate pride in being part of the team. Likewise, in the context of marketing, telling the best story will help to sell it and companies are increasingly aware of this.

Digital natives at work

Society and corporations are transforming with ever greater strides. The labor market already has the so-called natives and digital immigrants, a term used for the first time in 2001 by the teacher and educator Mark Prensky to designate young people who are most comfortable with the use of technology. Soon, the market will also absorb the so-called Alpha Generation, born, therefore, in a 100% digital world, in which the relationship with the analog will hardly exist.

The coexistence between generations and the technological changes themselves are already felt in the social coexistence, and consequently, they cause changes in the scope of corporate cultures – which can no longer be as plastered or protocoled as in the past.

Wrapping up: if, on the one hand, the advancement of technology has dramatically changed the way we interact with the world and impacted business models around the world with increasing speed, the art of telling good stories will continue to connect and enchant us. Among other important aspects, those who manage to captivate and delight their audience and team will survive.