Whether you post it up on your homepage, or just have it in your back pocket, a corporate narrative is so important. And all you B2B companies out there are not to be excluded. Here is a run down of five questions any marketer or CEO should ask before knocking out a corporate story.

1. QUESTIONS
TO ASK BEFORE
COMPOSING A CORPORATE STORY
5

2. 1. WHERE
DID YOU COME FROM?
Take a long look at your heritage.
Almost every business has an interesting story to tell about where they came from.
Perhaps it started as a college project between friends. Perhaps it started because the
founder's wife wanted better makeup. Perhaps they wanted to feed their kids better
snacks.

3. 2. WHO IS YOUR TRIBE?
YOUR TRIBE ARE YOUR BIGGEST ADVOCATES, AND WITHOUT THEM
THERE WILL BE NO WORD OF MOUTH. WHEN YOU'RE CHOOSING
WHAT TO INCLUDE, THINK ABOUT THEIR PASSIONS. DO THEY CARE
MORE ABOUT YOUR ECO CREDENTIALS OR YOUR INSPIRATIONAL
LEADER? THE PERKS YOU GIVE YOUR STAFF, OR YOUR CHARITY
DONATIONS?

4. 3. WHAT'S YOUR
SPIRIT?
All companies have a spirit that
runs through them. Some are
playful, some are
entrepreneurial. Some value
innovation, others self
improvement.

5. ALL STORIES NEED GOODIES AND BADDIES.
COWBOYS AND INDIANS. A SENSE OF DANGER, A
CHALLENGE TO OVERCOME, AND A HERO TO SAVE
THEM. WHO PLAYS EACH CHARACTER IN YOUR
COMPANY LANDSCAPE?
4. WHO ARE THE GOODIES
AND BADDIES?

6. A good source of
inspiration for telling
your corporate story is
to look at how your
employees live your
brand. Do they raise
lots of money for local
charities? Do they
encourage training
courses? Or take the
Family Fun Day bit too
seriously?
DO YOU LIVE YOUR
BRAND?
05: