Five Ways To Share Your Brand Stories

Gabrielle Dolan (main photo) is a global expert on business storytelling and real communication and author of the book Magnetic Stories: Connect with Customers And Engage Employees With Brand Storytelling. In this guest post, Dolan offers five easy tips for brands wanting to share their stories…
When it comes to brand storytelling there are various ways companies can share their stories that moves beyond the obvious. For example, a footwear company based in Melbourne has the backstory for the name of their company written on a pair of shoes. Another company in Florida has stories on their menu and wine list. There’s also a fifth-generation family-owned bakery that include micro stories on their coffee cups.
Printing stories on shoes, menus or coffee cups may not be an option for your business so let’s explore five typical ways companies can share their stories
Website
Many businesses miss a great opportunity by not putting why their company started on their website. Including why the company started or a product was developed can provide insights to the purpose and values of a company. However, the biggest mistake companies make when sharing their story on their website is to provide a timeline or a jargon filled explanation that does little to engage and connect with the customer.
Induction programs
The whole purpose of induction programs is to integrate new employees into the company in the most effective and efficient way. While induction training should cover the processes, systems and include key information on health and safety, it should also cover the values and behaviours expected of the new employee… and stories are the most powerful way to do this. Good induction programs will have senior leaders sharing personal stories of what the values mean to them and be full of examples of employees living the company values.
Social media
Social media is a format that lends itself to stories and people sharing stories. When it comes to social media you should include your internal and external channels and encourage your employees to share stories on their own platforms. As social media platforms evolve it’s a good idea to keep abreast of what platforms allow you to more effectively share your stories. For example, Instagram and TikTok are increasingly being used by businesses to share brand stories in a more creative and engaging way.
Customer interactions
Interacting with customers is a great time to share stories that demonstrate the values of the company. Relationship-based customer interactions, such as those that happen in the hospitality industry or professional service firms, provide more opportunities to share stories. I don’t need to hear a story every time I buy a carton of milk or fill up my car with petrol, but it is worth considering what stories your customer facing employees could be sharing to better connect with customers.
Newsletters or emails
Many companies are starting to realise the importance of including stories in their written publications such as newsletters, emails to employees, as well as annual reports. Stories in these formats are far more engaging, which means employees are more likely to read them, but also the stories shared can communicate the desired message. Increasingly these newsletter stories are then being communicated externally via social media.
Of course, there are many different ways to share brand stories, such as presentations, interviews, sale pitches and physical locations such as company foyers. You can be creative when it comes to sharing stories. Some companies have even produced coffee-table style books or short movies to share their stories.
The key when it comes to sharing stories is to find the ones that communicate your brand and share them in a variety of ways, both internally and externally. These stories have the potential to connect and engage both your customers and your employees, as well as your potential customers and employees.
Please login with linkedin to comment
Gabrielle DolanLatest News

IAS Report: Australian Digital Advertisers Experience Higher Brand Risks Across All Buying
Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]

Quintis Appoints Illuminate As Global PR Partner
Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]

Even More Pics From The 30 Under 30 Awards!
Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]

triple j Hack Launches Crowdsourced Investigation Into How Social Media Affects Body Image
Is it just us but are the disadvantages of social media starting to heavily outweigh the advantages?

Will Failed TV Rights Negotiations Lead To A Multi-Billion-Dollar Breakaway Football Competition In Europe?
Most fights are either about money or a bottle of rum is involved. We'll leave you to decide where this falls.

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]

James Whitbread Joins Flashtalking As New Sales Director for JAPAC
Flashtalking, the leading global independent platform for ad management, data-driven creative, and unified insights, has announced the appointment of James Whitbread as its JAPAC Sales Director.

Little Bird PR Selected As PR Partner For Thermomix 20th Anniversary
SPECIALIST AUSTRALIAN PR AGENCY LITTLE BIRD PR SELECTED AS PR PARTNER FOR THERMOMIX 20TH ANNIVERSARY

NSW Government Launches Multicultural Gambling Awareness Campaign
NSW government launches multicultural gambling awareness campaign. But not enough to actually want to ban it.

RUN Take On The Flu
Globally award-winning, indie agency RUN, have launched the New Zealand National Influenza Immunization Campaign, running over the next 8 weeks across TV, digital, social, print and press.

Domino’s Reckons It Deserves A Chef Hat For New ‘Super Premium Pizzas’
Do your ideas sound great at the brainstorming stage only to fall flat at the execution? You'll empathise with this.

WARNING: One Week Left To Nominate For B&T’s CMO Power List!
One week to got to nominate for B&T's CMO Power List! And fear not, it's all quite anonymous so you don't sound crawly.

“We Haven’t Seen A Gnome In Six Months Unfortunately”: Garden Gnome Crisis Hits UK After Suez Blockage
Apparently the UK's in the grip of massive gnome shortage. Surely they could do something with potatoes in the interim?

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6
Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]
![Connecting Plots To Handle [yellow tail] Social Media Following Account Win](https://www.bandt.com.au/information/themes/bandtv1/img/default.png)
Connecting Plots To Handle [yellow tail] Social Media Following Account Win
Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]

Byron Locals Call For Boycott Of Controversial Netflix Reality Series
Byron Bay residents call for a boycott of proposed Netflix doco. Seem less concerned about fleecing tourists, however.

Arthur Sadoun: There’s “No Truth” To Havas Merger Rumours
Publicis chief pours water on ongoing Havas merger rumours; yet his windowsill begonia in desperate need of urgent TLC.

“The Pandemic Has Taught Us About The Highs And Lows Of Technology”
Experts say the pandemic's taught us about the highs & lows of tech. Not to mention keeping extra loo rolls on hand.

HERO’s B.B.E Wins v2food Account
v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]

Study: Australians Disheartened With Emoji Diversity
Australians "disheartened" by emoji diversity. Thank god they weren't asked about house prices or vaccine rollouts.

Suncorp, Leo Burnett & The Glue Society Launch ‘One House To Save Many’
It's more cause advertising from the insurance companies. Still nothing on the fine print of their policies.

Magnite And Adform See Monetisation Uplift Using First-Party Identifiers
Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.

Martin Box Named Co-Chair Of Commercial Producers Council
The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]

Award-Winning Independent Australian Agency 3rdspace Launches In The UK
Award-winning indie agency 3rdspace launches in the UK. Let's just hope its awards translate over there.

Monday TV Wrap: MAFS Reunion Finale Dominates Ratings
MAFS is done & dusted for 2021! Still, expect the contestants to return on 'Survivor' or I'm A Celeb...' anytime soon.

SBS Retires Iconic ‘The World Game’, ‘Cycling Central’ Brands
Bad news out of SBS today for cycling and football fans. Thankfully, says it's 100% committed to the train enthusiasts.

The Sydney Morning Herald Marks 190 Years Of Print
The venerable SMH celebrates 190 years in print. Not entirely certain it'll get to the double ton, however.

Google Considers An Appeal After Federal Court Rules It Misled Australians
Google considers appeal after federal court rules it misled Australians. B&T bets it was ably abetted by its legal team.

Nine Announces Judging Panel For State Of Originality
Nine unveils impressive quartet of judges for State Of Originality. Yet another reason not to hand in dirge, really.

British Supermarket Begins Court Case Over Copycat Caterpillar Cake
Brexit, COVID, Big Phil and now Cuthbert The Caterpillar Cake! This is really resting the will of the British people.