Four criteria for embedding storytelling in your communication strategy

Knowing how to tell if a story is the right fit for your brand, is the key to successful storytelling in strategic communication.

Not all stories are created equal and not every story you find in your business will belong in the fabric of your strategy. But how do you know if it’s going to work?

These are the 4 key criteria we use when bringing storytelling into a client’s strategic communication planning:

1. The story must enable decision making or clarify information about a decision you want your audience to make. By aligning communication strategy and storytelling to business goals you can use it as a tool to encourage decision making from your audience.

2. The story must provide evidence or illustrate a proof point so your audience knows why they should care about it.

3. It must belong to an overarching narrative so it can play its part in the bigger picture of the strategy and be broken down and used to make messages that will resonate with the audience.

4. The story must humanise the leaders, products, services or business that it serves. The power of story is its ability to make the complex easy, give warmth to the cold and make the dream seem a reality.

If you would like to know more about how to use storytelling in your strategic communication or as part of your communication plan, open a conversation with us today.