Customer reports: Alternatively, you can let your customers tell their own story, which is of course best related to your company. The disadvantage of these customer reports can be that the stories seem staged because the connection to the product is too obvious. So here it is important to strike a balance between an exciting story and an advertisement for your own company.
Employee stories: Here, employees tell a story from their everyday office life, for example, or describe the path and motivations that led them to the company. Similar to a company story, they are authentic because they are "real". The cloud provider Dropbox, for example, occasionally organizes so-called "Hack Weeks", in which employees simply spend a week programming on a specific topic. Dropbox then simply edited the whole thing together nicely and created a story that captivates the viewer right from the start and encourages them to keep watching.
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Employee stories are understandably also often used in employer branding to convince potential new employees about the company.
The hero, i.e. the protagonist of the story, depends greatly on the type of storytelling chosen. In a fictional story, for example, you should base your choice of protagonist on your target group . Storytelling works best when the viewer can identify with the main character or put themselves in their shoes. It is different with employee stories because you cannot shape your protagonist as you please. Here it is a good idea to choose a person who can tell the story in a likeable and captivating way. In a company story, however, the protagonist is often omitted because the storytelling is replaced by an outsider, as in the mymuesli example above.
Evoke emotion and support it with the right communication style
“A well-told story turns ears into eyes.” - Chinese proverb
As mentioned at the beginning, with the storytelling method you want to build an emotional bridge between your brand and the customer. Be aware from the outset of what emotion you want to evoke. Do you want to evoke nostalgia? Joy? Or do you want to make the listener laugh? The communication style depends largely on the choice of emotion, and you should also base this on the target group. Pensioners expect a different approach than teenagers.