Corporate storytelling

As I already mentioned in the first post, my first PBL problem is Storytelling. After watching the first Trigger, we have formed a problem “How storytelling is used in Corporate Communication” and identified 4 learning objectives:

  1. Aims of storytelling
  • Different stakeholders?
  1. What is an effective storytelling?
  • What are steps of storytelling creation process?
  • What are the tools of storytelling?
  • Other forms of storytelling, except of videos?
  1. How to create an effective story?
  2. Impact/Response – how to deal with this? (Positive/Negative) + examples


The aim of the storytelling is to connect to somebody on a personal level. It unites people, because it cases trustworthy feelings. The aim of storytelling in Marketing is to attract attention to a product/brand by causing different feelings and emotions. It brings a customer to a totally different reality and helps to get inside one’s mind. The influential moment in storytelling is that once a person hears and likes your story, he/she wants to discover it more and to hear new stories more. Also, storytelling is a big motivational and inspiring tool. Nevertheless, storytelling creates brand image, because it gives personality and meaning to product or brand.


Corporate Storytelling can be either internal, or external. Internal storytelling includes stories of the employees, articles in the organization’s newsletter etc. and external consists of advertising, customer stories, stories from partners etc. In Internal storytelling, employees are the main audience, when in external, the biggest stakeholder is consumer, but external stories can also be interesting for investors/granting agencies/donors etc.


An effective storytelling is the one, that was strong enough, to reach peoples minds and help company to achieve the goal. There are many different types of stories, different plots and endings. Some can be positive, some dramatic. Some can be created by using different storytelling techniques, but the effectiveness in measured in touching listener’s feelings and getting to the goal, that was set before. Effective story is also surprising. It is really memorable, when a story does not have a typical plot and, moreover, typical ending. But it is also important to remember, that the effective story must be realistic, otherwise listener will not believe in it and in your company. I would also add, that the story needs to have some small details, that will attract and catch the audience, but not too many of those. Nevertheless, it is important to support the story with visual content, which will also keep the listener interested in it during the whole process of storytelling.


In my opinion, it is crucial to mention, that the effectiveness of the story is also effected by the storyteller. Good storyteller has to have a set of qualities, such as being natural, emotional, expressive. As well as being in harmony with the listener and enjoying the storytelling process.


There was created an uncountable amount of storytelling models. The picture below shows one of them, which explains 10 steps of creating a story.


Step 1. Backstory helps to identify the position in marketplace and why are you better than anyone else.

Step 2. Hero is #1 audience and what does it care about.

Step 3. Stakes identify what does the hero want as it relates to the product or service

Step 4. Disruption is a conflict or a changing moment.

Step 5. Antagonists are the obstacles that the hero must overcome during the story

Step 6. Mentor is brands unique position and how it helps the hero

Step 7. Journey describes the interaction between hero and the brand, what successes and failures does the hero meet

Step 8. Victory show successful experience with the brand.

Step 9. Moral shows the values and the brand share with the customer.

Step 10. Ritual is the final step that shows customer engagement.


Moreover, there exist some techniques, that might help to develop the story in a particular way.

  1. Monomyth

In this story, the main hero has to leave his/her home, or other place, that hero know and to go to a totally unknown area. After exploring and learning, overcoming differences hero growth a lot in a particular area, gets experience and comes back home, being a totally different and better person.

This story’s aim is to show the benefits of taking risks and demonstrating the new found wisdom.


  1. The mountain.

This type of story shows the tension and drama. It is similar to monomyth, but in this type of story, there might not be a happy end. The plot also shows the main character meeting difficulties and how her/she overcomes them and develops as a person, but differing from the first type, this story shows a series of challenges and the development is slower.

This story shows a slowly developing process


  1. Nested loops.

Nested loop is a technique where three or more stories are layered within each other. The most important story, which is holding the aim of the whole message that we want to deliver, is placed into the center and the other stories are going nearby and highlighting the concept of the main idea.

This type of storytelling is a perfect way to show how you were expired/got to the conclusion.


This type compares the reality with imagination. Within this technique, we can highlight global or personal problems in a very emotional way.

This stories are strongly inspiring.


  1. In medias res.

In this story, the narrative starts not from beginning, but from the middle of the action, what is incredibly catchy for the listener. Difficulty here is not to give too much information, but only to drop a listener for a few moments to the most exciting moment of the story and to attract them.

This technique helps to attract attention from the very first moments of the listening.


  1. Converging ideas.

Covering ideas technique shows how a several interesting ideas are combined together in order to find a solution.

This is a perfect example of how great minds can work together and the advantages of teamwork.


There are many other techniques and tips for storytelling, all of them are useful. It is always extremely important to remember about the listener and his attention. How to attract him/her and to keep the listener interested during the whole story.


From my own experience, I have mentioned that I am often using the “in media res” technique. I really like the way it works and I think that this is one of the most powerful ways to attract somebody’s attention.

amazing examples of good and influential corporate storytelling could be advertising videos for Guinness or Nike.


How does a company communicate through storytelling?





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