Why Storytelling Should Start At Home

Look at companies like Krochet Kids and their #knowwhomadeit campaign, or Girl Set Free's #whomademyclothes.

Or how charity: water verifies each well and every cent with GPS and successful photos of locals with clean water. 

It's hard to see these examples and not think: “I want to be apart of THAT story."

The narrative thread of transparency and traceability throughout a brand experience is so refreshing and inspiring, it creates a kind of gravitas that draws others in. Our growing desire for humanly, authentically, and transparently sourced goods, services, and information draws us to authenticity, genuineness, and clarity.

A depth of transparency clears away the brush to give room for a purpose.

It starts at home: An Internal Strategy

There’s a lot of buzz about story and storytelling in marketing and branding these days. While this purpose-full storytelling is an essential pillar in your outbound messaging, it begins *before* you engage the market.

It is first and foremost an internal strategy. An internal strategy of onboarding, which when executed well through passionate storytelling, rich tradition-ing, and shepherding others to do their best work, naturally saturates every interaction your team has with prospects and clients. It is what fosters a sense of ownership among your team.

"While purpose is essential to a strong corporate culture, it is often activated and reinforced through narrative. Individuals must learn to connect their drives to the organization’s purpose and to articulate their story to others."

John Coleman, Harvard Business Review

Having a purpose behind what you do is the foundation to a solid internal culture and an external brand experience that moves customers to become raving fans. Having the patience and persistence to lead your team well, indoctrinating them in your purpose is an educational pursuit each leader should take seriously.

This isn’t a one-time pep talk and a user's manual. It’s over-communicating your purpose. Like Jonathan Rosenberg, SVP of Products at Google encourages you to be a broken record in your story-telling and communication within your organization. He reminds us,

“When you think you’ve communicated something too much, you’re probably just beginning to get through.”
When it comes to your purpose (or anything worth communicating for that matter), be a broken record.