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5 questions to ask before composing a corporate story

Sallie Boyce
Sallie Boyce

Whether you post it up on your homepage, or just have it in your back pocket, a corporate narrative is so important. And all you B2B companies out there are not to be excluded. Here is a run down of five questions any marketer or CEO should ask before knocking out a corporate story.

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QUESTIONS TO ASK BEFORE COMPOSING A CORPORATE STORY 5
1. WHERE DID YOU COME FROM? Take a long look at your heritage. Almost every business has an interesting story to tell about where they came from. Perhaps it started as a college project between friends. Perhaps it started because the founder's wife wanted better makeup. Perhaps they wanted to feed their kids better snacks.
2. WHO IS YOUR TRIBE? YOUR TRIBE ARE YOUR BIGGEST ADVOCATES, AND WITHOUT THEM THERE WILL BE NO WORD OF MOUTH. WHEN YOU'RE CHOOSING WHAT TO INCLUDE, THINK ABOUT THEIR PASSIONS. DO THEY CARE MORE ABOUT YOUR ECO CREDENTIALS OR YOUR INSPIRATIONAL LEADER? THE PERKS YOU GIVE YOUR STAFF, OR YOUR CHARITY DONATIONS?
3. WHAT'S YOUR SPIRIT? All companies have a spirit that runs through them. Some are playful, some are entrepreneurial. Some value innovation, others self improvement.
ALL STORIES NEED GOODIES AND BADDIES. COWBOYS AND INDIANS. A SENSE OF DANGER, A CHALLENGE TO OVERCOME, AND A HERO TO SAVE THEM. WHO PLAYS EACH CHARACTER IN YOUR COMPANY LANDSCAPE? 4. WHO ARE THE GOODIES AND BADDIES?
A good source of inspiration for telling your corporate story is to look at how your employees live your brand. Do they raise lots of money for local charities? Do they encourage training courses? Or take the Family Fun Day bit too seriously? DO YOU LIVE YOUR BRAND? 05:

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5 questions to ask before composing a corporate story

  • 1. QUESTIONS TO ASK BEFORE COMPOSING A CORPORATE STORY 5
  • 2. 1. WHERE DID YOU COME FROM? Take a long look at your heritage. Almost every business has an interesting story to tell about where they came from. Perhaps it started as a college project between friends. Perhaps it started because the founder's wife wanted better makeup. Perhaps they wanted to feed their kids better snacks.
  • 3. 2. WHO IS YOUR TRIBE? YOUR TRIBE ARE YOUR BIGGEST ADVOCATES, AND WITHOUT THEM THERE WILL BE NO WORD OF MOUTH. WHEN YOU'RE CHOOSING WHAT TO INCLUDE, THINK ABOUT THEIR PASSIONS. DO THEY CARE MORE ABOUT YOUR ECO CREDENTIALS OR YOUR INSPIRATIONAL LEADER? THE PERKS YOU GIVE YOUR STAFF, OR YOUR CHARITY DONATIONS?
  • 4. 3. WHAT'S YOUR SPIRIT? All companies have a spirit that runs through them. Some are playful, some are entrepreneurial. Some value innovation, others self improvement.
  • 5. ALL STORIES NEED GOODIES AND BADDIES. COWBOYS AND INDIANS. A SENSE OF DANGER, A CHALLENGE TO OVERCOME, AND A HERO TO SAVE THEM. WHO PLAYS EACH CHARACTER IN YOUR COMPANY LANDSCAPE? 4. WHO ARE THE GOODIES AND BADDIES?
  • 6. A good source of inspiration for telling your corporate story is to look at how your employees live your brand. Do they raise lots of money for local charities? Do they encourage training courses? Or take the Family Fun Day bit too seriously? DO YOU LIVE YOUR BRAND? 05:
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