Marketing is all about a good story…
Humans are meaning making machines, and we make meaning through stories: the stories we tell ourselves (our internal monologue), the stories we tell about ourselves, and the stories we hear about others. Stories tell the world who we are and what we value.
Stories have currency, and explain why Netflix and Amazon and Marvel are billion dollar industries. Stories explain why we love hearing gossip about people, and reading Trump’s tweets equally as much as The New York Times and Harry Potter. Even TripAdvisor reviews tell a story.
And Diane Lee told her two marketing stories from her recent trip to Central Vietnam.
Kathy Klotz-Guest says that stories are powerful tools for organisations too:
Today, every business needs a larger story strategy that encompasses a variety of stories told by advocates outside of marketing and the C-suite. These stories must also be shared across the organization in order to bring product, engineering, customer service, marketing and HR into alignment to better act on the company’s core purpose.
Your strategy defines not only who you are; it defines what stories you tell, how you share them across your organization (that includes a story bank for all parts of the organization to access as needed), and how you’ll manage and lead changes, updates and engage others to tell their stories – including employees, customers and executives.
Guest describes the kinds of stories that organisations can tell:
- Core Purpose story
- Origin story
- Customer stories
- Employee stories
- Product stories
- Failure stories (or What We Did Wrong Before We Got It Right stories)
- Success stories
- Evolution stories
- Change stories
- Culture and Values stories.
Never underestimate the power of a good story strategy. Stories tell the who, what, where, when, why and how of your organisation in a compelling way.
And if you need help crafting your marketing story, please reach out. We would love to help you with your story strategy.