A quick guide to building a good corporate story

Why do you need a corporate story?

As a business, you want your audience to pay attention. Since the human brain is hardwired for relational and analogical reasoning, stories are an excellent way to communicate your message effectively. A strong brand story helps you capture and keep the attention of your audience.

You want to inspire, build trust, and eventually sell your product or service via your communication. To move your audience into action, they need to feel inspired by the story you’re telling. A very advantageous way is to tell your story digitally with the help of storytelling software. To start, it’s important to know how to build a compelling story. 

 

A corporate story structure

Want to know how to wrap your business facts, statistics, and figures in a story that captivates any audience?

The universal structure that good stories all have in common is a hero, a guide, and a plan. It then follows by showing the stakes that move the hero into action—wrapping up with the hero avoiding failure and eventually delivering success.  

By building your story by this structure, you create a clear pathway for customers to engage and connect with your story. 

 

THE HERO 

Many businesses make the mistake of portraying themselves as the hero in their story. Even though you are the one who is solving your customer’s problem, you are not the hero. The hero’s role in your story is for people to identify with. Getting to know your audience and their needs is crucial in creating the hero of your story.

 

THE PROBLEM 

The problem in your business story reflects on the challenge your customer is facing and that you will help solve. By focusing on an issue relevant to your audience, you’re sure to grab their attention. 

 

THE GUIDE 

As humans, we’re all looking for guides to help us overcome our challenges. So does your audience. In your corporate story, your business is the guide. You and your business are there to save your customer’s day. In this way, you are showing that you genuinely care and have a solution to their problems.  

 

THE PLAN

The plan in your corporate story is a crystallized solution to your customer’s problem. The plan should be clear and to the point. It should take minimal effort for your audience to understand the first step in how to execute the plan. 

 

THE STAKES

If you managed to keep your audience’s attention up to this point, you are halfway there. Your audience is interested, but now it’s time to move them into action. In any good story, the hero only takes action when it becomes clear what’s at stake. It’s a principle that is true in real life as well. People need to be challenged. By reminding your audience what’s at stake and showing them how to follow a plan for success, you move them into action. 

 

AVOID FAILURE

As with any good captivating story, it’s the potential successful ending and a possible tragic ending that keeps people at the edge of their seat. It’s important to show your audience what failure might look like. This reminds them why it’s crucially important to overcome their challenge and act now rather than later.

 

DELIVER SUCCESS

Always close the story loop. Show your audience how doing business with you will bring them success. Your story’s final act is the part that creates a mind-blowing brand experience and makes people feel that your company delivers success and a positive transformation. 

By mastering these elements, you are on your way to acquiring the art of storytelling. For more tips, head over to hyro.world and learn more about how to effectively use storytelling for your business.