[Approximate Reading Time: 4 mins]

Robert McKee, a world-renowned screenwriting lecturer and project consultant for major firms, believes that executives can engage listeners on a whole new level if they toss their PowerPoint slides and learn to tell good stories instead, because people are not inspired to act by reason alone. Stories engage their emotions, talk to them, and energize them.

Corporate communication, both internal and external, has a primary purpose: to instill trust. Companies speak directly to their clients and employees to inform them where they are heading in the future and how they are planning to get there, often forgetting to talk about the struggle they have overcome. Publishing is not anymore only for marketing products or services but to create brand awareness and a loyal following, and for that, a good brand story is essential.

Internal communication can also be stories, and it’s better than meetings, as it resonates with employees. The success of social media is because of the graphics and images that engage users. Employees are 75 percent more likely to watch a video than read text. Corporates must find a way to make communications two-way, fun, and exciting so that people feel included. Good internal communication has a direct impact on the productivity, motivation, and well-being of employees. Organizations with effective communication programs are 3.5 times more likely to outperform their peers. Define what makes the company great, and tell that story. While there are companies that attempt to publish on their own to prevent leaks, it is better to seek the help of professionals who have proven track records. A brand cannot attract and retain top talent if it chooses to overlook communication.

Personifying the brand with a strong presence can help companies reach their target audience efficiently and create an unforgettable impression.

While content is key, how to make this content consumable is the crux of the marketing challenge. It is important to consider the content’s shareability and arrive at the right format for the target audience. For instance, a digital copy is more practical than prints for a visiting client. A snippet in the newsfeed of the company’s website is sufficient for employees.

When a brand is multinational, it is difficult to create content that is appropriate for all employees and clients. There is need for localization to tailor content that is socially and culturally appropriate. Multichannel publishing is essential in creating brand awareness among the right people. Local companies also can be contacted to place advertisements and distribute further. It is important to keep track of time when immovable deadlines are involved. A distributor might be better suited to sending print copies in bulk within the stipulated time so that business processes go smoothly.

Corporate communication is no longer confined to emails and newsletters, and every brand is putting transparency and authenticity first to turn heads. Brand stories need to give people a reason to come back. The marketing landscape is so saturated that only a good brand story can help you personify your brand, get noticed, and attract investors to build your business.

Amnet adopts an integrated approach to help you create engaging and relevant designs that connect with your story. To make your brand a personal adventure that people can relate to, click here: https://corpcom.amnet.com/#what-we-do


  1. “5 Employee Communication Predictions for 2020 (and Beyond),” Smarp, accessed October 4, 2020, https://blog.smarp.com/5-employee-communication-predictions-for-2020-and-beyond.
  2. “Storytelling That Moves People,” Harvard Business Review, accessed October 4, 2020, https://hbr.org/2003/06/storytelling-that-moves-people.
  3. “The Art of Storytelling in Business,” Business 2 Community, accessed October 4, 2020, https://www.business2community.com/branding/the-art-of-storytelling-in-business-0526877.

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