Storytelling in organizational culture

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Employees, managers, investors and partners feel part of something bigger and can contribute to achieving a shared goal.

Storytelling for companies can help define and strengthen corporate culture or it can be the guide that everyone turns to in times of change.

In these cases, employees become involved in the change and the future of the organization, creating new and fruitful connections.


This is all very well, you might be thinking, but saying it is one thing and defining it is quite another.

I insist in case it is not clear: storytelling is not about telling stories, it is about creating a communication discourse that fits with the values ​​of your brand.

This communication speech must be aligned with the personality of your potential consumers.

No matter how powerful your pitch is, if it doesn't resonate in the market, no one will buy it.

To identify which brand discourse we should use, we first have to go back costa rica phone number list to a concept that you have heard me talk about many times: Jung's archetypes .

Jung's archetypes are the basis of any branding process and serve both to identify the audience that will receive the messages and to provide the brand with its own personality .

As you are no doubt aware, there are 12 defined archetypes that correspond to 12 types of people: the Creator, the Hero, the Outlaw, the Lover, the Ordinary Man, the Sage, the Explorer, the Innocent, the Ruler, the Jester, the Caretaker, and the Magician.