Storytelling for Leadership

83 percent of executives say their strategy is not understood internally very well. While we are mainly concerned with the fact that our brand is attractive to the outside and we want to attract the audience with the right stories, internal communication in the sense of storytelling is often neglected.

In order to change this and to sensitize the top management for the right communication, it is worthwhile to start a management training in the first step. With further internal training, the staff can then be picked up and enthused. Storytelling along the values and vision of a company brings little towards both customers and new employees, if this is not already lived and communicated in the company. After all, it is the employees who end up in contact with the customer, whether in service, sales or in the accounting department. Also in employer branding, employee stories can only be convincing if they are also authentic.

So what makes experienced leadership and a good leader? This question is often not answered sustainably in the day-to-day business of many companies. But independently from the contact with customers, managers and leaders have the goal that they should be heard, believed and trusted, and that ultimately words lead to actions. All the storytelling tools that lead customer communication to success also help companies to grow internally at the same time. Leaders who want to successfully empower and motivate their employees must become storytellers.

Fashion Storytelling: Warum Mode und Geschichten so gut zusammen passen wie in einem modischen Coffee Table Book symbolisiert.
Disney*Pixar Studios
Storytelling in der internen Kommunikation
Logo ändern, ja oder nein? Einfluss auf die Brand
Storytelling Close-Up Dove
Storytelling in der Musik mit Led Zeppelin, Green Day, Kendrick Lamar und dem Konzert

With a simple management training tailored to the needs of the brand, internal exchange can be optimized without further ado. Because every company has its own employer brand, which must be actively designed. Important for the leadership, however, is that it’s not just about the heroic moments of great speeches, presentations, or annual meetings of the top management league. Storytelling can be integrated on a daily basis at many levels of internal communications, management and collaboration. Stories about the extraordinary success of individual employees, the knowledge gained only through their own battles, or the shared values that constitute successful leadership moments. Executives in particular need to make sure that they are heard and believed to advance their team. Advice, feedback and strategy must have an impact on the audience so they can be implemented.

Leadership stories help convey the vision, values, and corporate culture in a way that is not governed by laws and manuals, and is yet internalized – or even more effectively – shared. For employees to identify with a company, it is important for management to build a consistent world of values and set goals and visions for their own business. These make an employer branding strategy unique and authentic. The hero’s journey – even that of the leader – is the common thread that runs through the entire brand presentation and reflects in all measures. Storytelling leadership is not just a management project. It is a long-term strategy that must be supported by all levels of the organization. The appropriate executive training can be used to optimize employee management and improve communication internally. In order to keep, motivate and lead employees, we bring executives with storytelling to the next level of leadership.