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Are consumers hearing you? I know it can be hard. Consumers often tune out companies’ messages, making it hard for brands to connect. One solution: A strategic narrative framework offers seven business storytelling techniques that resonate, helping companies cut through the clutter.
As author Kristian A. Alomá explains on “The Business Storytelling Show,” rather than simply purchasing based on functional benefits, consumers also buy products and services based on the identities and self-stories that brands allow them to construct.
By outlining a compelling strategic narrative, companies can better resonate with customers’ deeper psychology and drive everything from product design to marketing campaigns in an aligned way. Internally, it also serves as a north star for decision-making across large, complex organizations.
The narrative components (5 business storytelling techniques)
The strategic narrative framework consists of five key elements that together encapsulate the essence of a company’s driving purpose and vision:
S – Struggle: What core struggle, tension, or unmet consumer need prompted the start of this business? Providing true value often begins with identifying an authentic pain point. For example, 3M identified how people struggled to capture ideas and tasks at work.
“Every great story is driven by conflict,” said Brett Townsend, author of “Insights on the Brink,” on another episode of “The Business Storytelling Podcast.” “And if you don’t understand what the consumer conflict is that’s being solved by your brand, then you don’t have a story.”
T – Technology/tools: What proprietary technology, tools, or approach are being brought to bear to address this struggle? This could be a technology invented, like a software algorithm or a creative business model. 3M responded with innovative sticky Post-It notes.
O – Objective: What core products or services does the business offer? Specify the business model’s key customer offerings, like 3M offering Post-Its and other office products.
R – Reward: What concrete functional and emotional rewards do customers obtain from the offerings? Go beyond the rationale to highlight how customers feel – for example, Post-Its customers feel able to capture ideas anytime.
“We don’t make purely rational decisions. It’s impossible,” said Brett.
Understanding these emotional drivers is key to unlocking powerful insights for a brand, which Alpha-Diver President Hunter Thurman and I discussed on another episode of “The Business Storytelling Podcast.”
Y – Yearning: What ambitious future state does the company aspire to help bring about? Paint a picture of the emotionally resonant change worked towards – like 3M envisioning a world where no ideas are ever forgotten.
Read next: Crafting your company story: The core of B2B content marketing
Leveraging brand lovers’ perspectives (two more business storytelling techniques)
A crucial aspect of developing a strategic narrative is understanding how the most loyal customers perceive the brand.
“You want to build your story the way that your brand lover sees you, the one that has the deepest emotional connection to your brand,” said Brett.
These passionate customers can provide invaluable insights into what truly resonates about a brand and help shape a narrative that feels authentic and compelling.
Read next: Unlocking the potential of ghostwriting for busy entrepreneurs and CEOs
Strategic alignment
With this narrative clarified, it can then serve to align decisions and guide priorities across large, multifunctional organizations. Leaders can actively cascade it by identifying “narrative champions” within each department to relay stories showcasing the narrative in action. This makes it relatable while allowing individuals to see their unique contribution. Ongoing internal communications also beats the steady drumbeat of strategic alignment amidst business change and evolution.
While the strategic narrative framework provides a long-term vision, it’s crucial to balance this with short-term business goals.
“Most senior executives aren’t thinking that far down the road,” said Brett.
However, he argues that focusing on building a brand, rather than just a business, can lead to both short-term and long-term success. The strategic narrative can help demonstrate the value of this approach to stakeholders, showing how a strong brand story can drive sustainable growth.
The result is a broadly aligned organization well-equipped to invest in the right growth opportunities, optimize processes for customer value, and design cohesive brand touchpoints. All of these business storytelling techniques fuel the central narrative conveying why the company matters in customers’ lives. After all, the strategic narrative framework acts as an internal compass and external magnet. It illuminates and advances the core story of the business.
As companies develop and implement their strategic narrative, it’s crucial to maintain authenticity. The narrative should remain consistent across all brand touchpoints, even when faced with challenges. This consistency builds trust with consumers and reinforces the brand’s unique identity.
Avoiding pitfalls of inauthentic marketing
Brett warns of the dangers of straying from an authentic brand story.
“We’ve seen so many examples recently of inauthentic marketing, or inauthentic stories that cause tremendous backlash from consumers, because it’s not organic to the brand,” said Brett.
All in all, when developing a strategic narrative, ensure it aligns with the brand’s true identity and values. This alignment helps avoid potential backlash and builds stronger, more meaningful connections with the audience.
By leveraging the strategic narrative framework and incorporating these insights, businesses can create a powerful, authentic brand story that resonates with consumers, aligns internal efforts, and drives long-term success.