Story telling has become an important element of branding a business and promoting products/services. These stories are often aligned with the firm’s mission and vision statements and therefore create the foundation for external, but also internal, communications.
The rationale for signature stories’ effectiveness over simply stating facts is simple: it’s part of our cultural DNA. People have been telling stories to entertain and educate for millenia, especially when there was no opportunity to preserve information via scriptures. Still, stories can create a connection between customers and businesses on an emotional level. They make it possible to experience facts in a subtle and less intrusive way and they truly make a company unique.
Internally, signature stories help employees to better understand corporate communications and strategies. They can create pride, loyalty, and improve productivity as a result. Making sure employment policies and business structures/strategies align with the signature story is vital. A business promoting fair trade and sustainability should make sure emplyees are treated fairly and the business complies to environmental standards.
There are many additional reasons why signature stories are beneficial. They can help with crisis communications, create multiplier effects, and more. Find additional arguments on this list of 14 reasons your brand needs a signature story.
According to David Aeker, American Marketing Association, signature stories need to be (1) Intruigung, (2) Authentic, (3) Involving, and (4) Strategic. This is certainly a challenge, so learn more about how to write excellent signature stories here.