Every company has a storyPeople often ask me, “what is corporate storytelling and what can it do for my business?” This is such a loaded question that it takes a bit of explaining to fully understand what it means. Not that it’s complicated but, rather, that corporate storytelling is so fully integrated that it encompasses more than can be explained in a 30-second sound bite. What it can do for a business goes deeper than a surface-level explanation.

Let’s start at the beginning. Every company has a story. The story is a mixture of the vision statement, the mission, the history and the people that compromise the company. However, how does all this come together to create a story?

A Corporate Storyteller changes the company from a thing into a character and gives the company depth and personality. So if we start seeing the company as a person, rather than just a thing, we see that it becomes a three-dimensional being with drive and momentum. The history shapes and molds the character, giving drive to their actions. A character’s wants and desires sends them on their path and defines their mission. In this way the company becomes a living, breathing entity rather than a nameless, faceless machine.

So what happens when you change a company into a character? Just like our favorite books and shows, a good character draws us in and makes us want to become involved. A great character lets us make an emotional investment in their well-being and the adventure they are embarking on. We live vicariously through them and broaden our experiences with them. A well-loved character is cherished long after the book is put down or the show has ended.

Imagine, then, if your company became a well-loved character. The kind of character your clients want to know more about and join the adventure. What if your employees invested in your company’s well-being so that they could broaden their experiences through your company. What could that mean for your company? Clients who invested in your long-term adventure and employees who felt as though they were living in the story.

This means that you may not get the initial sudden rush of clients that a television ad might get you but you will get clients who are willing to stay with your company for a longer duration. Employees that are more invested in your company means that they will stay longer. This, in turn, means a lower turnover rate for you.

The company story is one that develops over time so rather than investing a large sum of money every few years to freshen your marketing campaign, there is a lower cost spent over a longer term. The story revitalizes itself as your company changes and grows so there is no need to reinvent your image. Your story fuels your marketing rather than your marketing fueling your story.

Perhaps you’ve been unfamiliar with corporate storytelling and unsure if this is a benefit to your company. Long-term clients and employees build up your business by helping them invest emotionally in your company. Every company has a story. Isn’t it time to tell yours?