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Teaching the Choir to Sing: Using Brand Storytelling to Engage Internal Audiences

One of the biggest challenges that content marketers face is the ability to tell a consistent story. It’s hard enough to get everyone in a siloed marketing department on the same page, much else everyone else in the organization. But not teaching employees how to tell your story can have significant financial impacts to a company. An inconsistent story can create a disjointed customer experience. Not knowing the story can result in disengaged employees. And an engaged audience telling a consistent story means better financial returns.

This class covers the why internal brand storytelling matters, both from the perspective of emotionally engaged employees and enhanced financial performance. It takes participants through three key areas of telling your story – human resources, sales, and the general employee population – and how and why it impacts your company’s performance. It then walks through a framework to establish an internal process that will make brand storytelling as effective internally, as it is externally.

Participants will learn:

  • The impact that untrained employees can have on customer satisfaction and overall performance
  • How extending the story through human resources results in recruiting employees that are a better fit and stay with the company longer
  • Why sales needs to be a key part of telling your story
  • How brand storytelling can unify employees across the company

Content with Intention
Location: Date: Time: - Carla Johnson