Você está lutando para transmitir os valores da sua marca aos funcionários. Como você pode usar a narrativa de forma eficaz?

- Clearly identify core values and key messages. - Develop relatable stories that illustrate these values. - Utilize videos, written stories, presentations, and interactive sessions. - Have leaders share personal stories reflecting the brand’s values. - Encourage employees to share their own stories. - Use infographics and illustrations for engaging storytelling. - Relate values to employees' personal experiences. - Conduct workshops for discussion and reflection. - Share stories consistently through internal channels. - Collect feedback and refine your approach. This approach makes brand values more tangible, relatable, and memorable for employees.

I think first of all the most important thing is to go the other way around, and ensure that your company's values connect with them. Often times, company values are determined in a closed boardroom, or by an outside consultant, and end up not connecting with the company's reality. That's usually why they become just words on a wall. If they are a translation of the reality of the company (or at least of what the company strives to be), the need to create stories and other storytelling is diminished, because these values will simply be part of their work days, and those who are not alligned with it will quickly learn by example.

Construir narrativas coerentes com os valores de uma marca é essencial para fortalecer a identidade e a credibilidade da empresa. Quando essas histórias são alinhadas às ações práticas promovidas e realizadas, elas demonstram a autenticidade e o compromisso da organização com seus princípios. Essa coerência entre discurso e prática não apenas inspira e engaja os funcionários, mas também reforça a confiança e a lealdade dos clientes, criando uma conexão emocional mais profunda e sustentável com todos os stakeholders. Assim, as narrativas se tornam um reflexo verdadeiro das ações, transformando valores em experiências tangíveis e memoráveis.

Many brands are two-faced. They have a brand image created by marketing and a brand perception among employees. Most brands don't have a good read of what their brand is to their employees. On the marketing side, you create that brand and TELL the stories to support that brand to the public but to understand what your brand perception is you have to LISTEN. Your internal brand isn't what you say it is on a mission statement or on your website. You need to learn what it is from employees then work on hiring to align with that and communicate internally so that it is engrained in the company culture.

Se debe de presentar un problema o desafio que genere conexión con nuestra audiencia. El principal reto es ese, generar interés y empatía para generar el engagement.

Crafting brand stories is a powerful way to build and reinforce your internal brand and make sure it aligns with your external brand. If you can get these two things to resonate it will create an amplified authentic brand loop that radiates value internally and externally. Don't make stuff up. Listen and capture moments with your employees that exemplify your brand story at work in your workplace. If you don't have those, then this becomes a goal for you to facilitate great employee brand moments. Taking the time to drive amazing employee experiences will find its way to the public through brand resonance.

In my view, creating engaging stories is key to conveying brand values. Develop narratives that illustrate how the brand's values manifest in practice. Use real examples of situations where the values were successfully applied. This helps make the values more tangible and relevant to employees.

Trabaja con diferentes enfoques de narrativa, utiliza detalles especificos, utiliza personajes y escenarios que hagan de la histaria más vívida y real. Intenta que el lector se sumerja en la historia.

Identify Core Values: Start by clearly defining your brand’s core values. These should be concise, memorable, and truly representative of what your brand stands for. Personal Stories: Collect and share personal stories from within the organization that exemplify these values in action. These stories should highlight real-life examples of how the values are practiced day-to-day. Narrative Structure: Craft your stories with a clear beginning, middle, and end. Include a challenge, action, and resolution to make them engaging and relatable.

In order to be successful crafting tales that encapsulate your brand’s values they need to: - be real (so employees can relate to it) - bring an emotion (to generate an impact and be remembered by them) - have humanity (to create connection)

Conveying your brand's values to employees can be challenging, but storytelling offers a powerful solution. By using storytelling effectively, you can create emotional connections that resonate deeply with your team. Here’s how: 1. Share real stories about your brand's origins, challenges, and triumphs. Highlight moments that showcase your core values in action. 2. Incorporate stories from employees who embody the brand's values. Personal testimonials and experiences make abstract values tangible. 3. Combine storytelling with visuals to enhance emotional engagement. Images, videos, and infographics can make stories more vivid and memorable. Use emotive language to evoke feelings of pride, responsibility, and connection.

When the intent of the company is to actually enable employees to embrace and live the brand, you will create emotional connections between employees and your brand. This will spill out to your customers, your operations, and the public. This is a lofty goal and is missed because people are focused on short-term bottom-line goals. Building a memorable brand looks at the long-term value of the company not only to shareholders (they should be last in line, sadly they are first) but to employees, customers, and the marketplace. Internal and external brand experiences will drive revenue and value in all directions.

It is essential that the narrative is consistent across all touchpoints within the company. From internal communications to team meetings, stories that highlight the brand's values should be told coherently. This reinforces the message and helps create a unified culture.

Siempre es bueno generar historias que evoquen sentimientos como alegría, tristeza, esperanza e incluso sorpresa. Utiliza la información que tienes de la audiencia para saber como conectar. Les importa sus familias, tienen hijos, están estudiando, son viajeros, conoce a tu audiencia y las ideas llegaran solas.

Seja verdadeiro na sua comunicação, principalmente com seus funcionários. Promova eventos de integração com direcionamentos diversos e conectados às necessidades e emoções dos seus colaboradores. Esses podem ser mapeados em pesquisas de opinião, internas periódicas, nas quais você pode ter a chance de mapear possíveis conflitos - até antes de tomarem proporções que não possam ser contidas ou manjadas -, problemas pessoais que possam interferir na produção e no relacionamento interpessoal e, até mesmo, no trato com os clientes. Crie um ambiente de portas abertas, com políticas inclusivas, de apoio emocional e psicológico e meça sempre o índice de satisfação com a empresa, com e entre as equipes e o quão seus valores são críveis para todos.

Debes de tener muy claro cual es el mensaje que quieras comunicar y que tanto el mensaje como el tono se alineen a tu branding y a tus valores organizacionales. La coherencia es de suma importancia para la formación de credibilidad de la marca.

A marca começa na cultura. Se existe uma dificuldade em alinhar como a empresa quer se mostrar ao mundo e como ela realmente é por dentro, o primeiro passo é avaliar se os valores defendidos são praticados no dia a dia. Para transmitir os valores da sua marca aos funcionários, a narrativa pode ser uma ferramenta poderosa. Uma abordagem eficaz é usar histórias consistentes que reflitam os valores da empresa em diversas situações. As lideranças precisam garantir que os valores da empresa sejam implementados nas práticas comuns do dia a dia até se tornarem hábitos e estarem internalizados na cultura.

What brands think about themselves and reality are often two different things. If you want to be an authentic brand it needs to align in every aspect of your business. Every relationship, every interaction, and every intention should breathe the brand values. This takes buy-in, effort, resources, leadership, and management. What is the alternative? A commoditized business waiting to be disrupted by a brand that is authentic.

Esteja atento para que sua equipe de comunicação tenha seu planejamento estratégico, tático e operacional, intimamente alinhado ao plano estratégico da sua empresa. Dessa forma, haverá mais segurança quanto ao teor das comunicações e ao alinhamento destas ao que você procura professar. Comunicações desalinhadas das estratégias da empresa podem confundir não apenas seus clientes, assim como seu público interno, que não confiará no que você diz e pratica. Por isso, é essencial que sua comunicação seja consistente, com conteúdos que engagem todos os seus públicos-alvos, dando credibilidade às suas posturas, aos seus valores e ao que você realmente faz. A comunicação deve ser transparente, clara, verdadeira e coerente.

StoryTELLING is not the answer. Memorable relationship building is. Everyone wants to have robotic relationships. They want outcomes not value. They want to take and not give. They want an ROI on every action. Optimized relationships are not a thing. They are not good, yet that is what most businesses are trying to execute with customers. Nobody wants a one-way optimized relationship where you manipulate someone to get what you want. If that doesn't describe most business models prove me wrong. There is a better way and it means being human.

Interactive storytelling is a powerful tool in promotional branding as it allows employees to become brand ambassadors by sharing their personal experiences. These authentic narratives can be leveraged in promotional products and advertising campaigns to create a deeper emotional connection with both employees and customers. By integrating these stories into customized tradeshow gifts or employee appreciation items, brands can effectively communicate their values and enhance their overall impact.

Involucrar a nuestra audiencia ya sea externa o interna en la narración, tiene grandes posibilidades, desde contar con contenido nuevo pero sobre todo darle valor a sus historias nos puede dar relevancia, coherencia y confiabilidad.

Indeed storytelling is a great way to engage employees. A fun and unconventional way include hosting an immersive theater experience where employees become characters in a narrative that embodies the brand's values, engaging them emotionally and personally. Another idea is to develop a digital comic series featuring a fictional hero whose journey and challenges reflect the brand's principles, making the values relatable and memorable. These are creative new ideas that are fresh and fun to try

Leading by example is the most important aspect. Do your employees know what the values are? Do you live by them as an organisation day by day? Do you report them often? Do you are a leader display them? When someone is promoted or fired are their actions and results in line or violation of those values and red lines? Ultimately, employee branding is about clarity on who we are, what matters to us, and based on that how do we behave.

In my experience, when leaders embody the values they preach, they inspire employees to do the same. Demonstrate through actions and decisions how the brand's values are applied in practice.

Las personas buscamos marcas reales y coherentes. La comunicación debe estar respaldad por acciones. Si tienes esto puedes rescatar historias reales y no tener que inventarlas de la nada. Esto va a aumentar las probabilidades de una conexión real. Intenta que tus historias tengan una o más de estas características: Simple (No comuniques mucho, comunica solo lo más importante de todo lo importante) Innovadora (Cómo no se ha contado) Creíble (Datos, fuentes, formas de verificar) Concreta (Que lo que digas signifique lo mismo para todxs. Evita conceptos etéreos como "mejor") Emotiva (Ten claro qué emoción quieres generar)

Recognition and Reward: Recognize and reward employees who exemplify the brand's values, reinforcing the importance of these values. Also, continuous Feedback: Create channels for employees to provide feedback on how the values are being lived out in the company, and use this feedback to adjust and improve communication strategies.

In my view, by effectively using storytelling, you can create a strong emotional connection with your employees, making the brand’s values more relatable and actionable. This not only enhances engagement but also fosters a unified and purpose-driven organizational culture.

Reconhecer, publicizar e presentear os esforços individuais dos seus colaboradores é parte da remuneração indireta que a maioria dos gestores simplesmente não enxerga. O que pode ser um erro tremendo. Isso porque, atualmente (principalmente quando falamos da disruptiva geração Z), a grande maioria dos trabalhadores prefere empregos com remuneração financeira menor, mas que nutram ambientes de trabalho saudáveis, horizontais e que sejam a extensão de suas casas. E trabalhador satisfeito, nós todos sabemos, é uma das grandes - e positivas - propagandas para empresas de diferentes nichos e portes.