“When I was fifteen, my mother moved to the US to earn a living. I stayed behind in Colombia to pursue my dream of becoming a professional dancer. My mother often called to check that I was doing well and eating enough. I never dared tell her that my daily meal consisted of just one banana and one glass of milk. Even today, hunger remains the biggest problem in the world.”
These are the words of Beto Perez, the creator of Zumba Fitness, whom I met a few weeks ago at the Zumba Fitness Conference in Lille. Zumba Fitness launched the Great Calorie Drive there, a campaign against world hunger. The conference brings together Zumba instructors from across Europe. To them, Beto Perez is a true hero, and a story like this captures everyone’s attention.
A good story makes a message far more powerful. There are plenty of brands that have mastered the art of storytelling.
Corporate storytelling is therefore an important factor in getting the right message across to your audience. As communications consultants, we help clients tell their stories in ways that make the message stick. Storytelling is a powerful way to connect your audience with your company or brand.
So what makes a strong story? First, it needs a clear purpose, so your audience understands why you are telling it by the end. A story needs a strong opening and structure. It should not stray into too many irrelevant details if you want to hold people’s attention. Above all, a story stands or falls on how you tell it. Your enthusiasm, tone, emphasis, humour and expression all matter. When these fit the story, people believe you and you bring your audience with you.
Think about your own company or the brand you work for. What is your story?
Siska
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