Need examples? How about Wal-Mart, and founder Sam Walton’s humble start, or Col. Harlan Sanders, who after many business failures, franchised his “secret” recipe for fried chicken. And, of course, there are many modern-day success stories — think Google, Apple and Facebook.
You don’t have to be in the Fortune 500 or Silicon Valley to tell your organization’s story. Here are some points to remember as you share yours.
The facts don’t help you make connections with your clients. When you tell your organization’s story, go beyond hard numbers and calendar dates. True storytelling is about digging deep and revealing dreams and disappointments, victories and defeats, joys and hardships. Remember Cinderella? Even fairy tales have struggles.
Some companies post their history on the About Us section of their website and consider their storytelling done. A company history is just the start. The story of your business should permeate every aspect of it. Advertising and direct mail are obvious ways to share stories, but blogs, ebooks, whitepapers, videos, Facebook posts, tweets and other social media avenues spread the word even more. Make sure everyone, from your leaders to the sales force, can tell genuine, unscripted stories about the company.
Every company is like a fingerprint, completely unique. But sometimes, it is hard for those closest to it to see what makes it different. That’s why it is wise to call in the marketing experts to help (1) tell your story and (2) spread the word. When you do, you are almost guaranteed to elevate your company and brand in the minds of others. For as Rudyard Kipling wrote, “If history were taught in the form of stories, it would never be forgotten.”
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