Development of the corporate story
Making the basic principles communicative
In the fight for the right market position, the client’s attention, and the stakeholder’s commitment, organisations not only face a ‘communicative’ task, but also a ‘visionary’ task. More than ever, organisations will, in the next few years, have to live up to their future role in the community. In order to do so, the organisation idea has to have enough energy and power in order to create a ‘golden goose’ effect. The argument that makes this vision plausible and policy choices acceptable, has to be put clearly and then be actively propagated in all marketing moments and communications media. Only then will the goals be achieved. A corporate story provides for this ambition.
Aims of the corporate story
- The corporate story creates shared points of departure for all communications going out to all stakeholder groups;
- The corporate story can be retold. Furthermore, employees connect the why, how, what, who & when in light of the past, the present, and the future.
an effective corporate story
The corporate story must be written in such a way that a compact and plausible story about the organisation is created, which shows a beckoning and appealing perspective in every respect.
Here is a model structure of a corporate story that is focused on change.
The change is explained from the point of recognition (the way people know the company now and its historical framework)
The corporate story does not simply provide information; it also motivates everyone to follow the new course.
The steps for developing a corporate story are:
- Establishing a goal and scope;
- Developing an outline;
- Desk research, interviews, developing text;
- Sheet presentation of the corporate story (short copy);
- Written corporate story (long copy) and image.
Connecting people: you share something with one another, which means you are happy to work together to succeed;
- Offering social context: it is worth working for this company;
- Making the common theme visible: the company’s movements are the answer to a constantly changing environment;
- Showing the logic behind developments: new policy is always a step that is based on previous experiences;
- Making the corporate values explicit: people share a number of deeper values which make the organisation what it is;
- Creating enthusiasm and motivation: in the story, there is a clear truth which inspires;
- Boosting the identity process: the story causes a fly-wheel effect in terms of both contents and the process.