![](data:image/png;base64,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)
Bill Baker
To fully leverage the potential of the sustainable brand,
organizational leaders must find ways to fully engage and infuse their
workforce with enthusiasm around the noble and essential higher purpose
that not only drives the brand, but also
defines it. The most effective way to do this is through strategic storytelling.
Storytelling can focus, align and inspire the human energy needed to
realize the sustainability positioning of your brand and the larger
vision for the organization connected to that positioning. When used
strategically, stories can infuse your plan with meaning, making the
ideas and principles driving your efforts
real for your employees.
Though typically made through brand communications, the promises of
sustainability are brought to life through the thousands of actions and
decisions made daily by managers and employees. To properly guide those
actions and decisions, organizations must first make certain their brand
is
truly sustainable
. Sustainability—and the “future generation” higher purpose associated with it—must actually be part of the brand’s
core story, not just an operational tangent to it.
Assuming sustainability is an integral thread of your organization’s
brand story, you can set about using strategic storytelling to engage
employees in that story and, importantly, sustain their engagement
around it long into the future. What follows are three guidelines on how
to do just that.
1. Present the sustainable brand positioning to employees in the memorable language of stories. As
noble as the words “optimize”, “ integrity” and “innovation” sound on a
plaque or in an annual report, when used to communicate your brand
positioning to employees, they’re neither distinguishing, nor
provocative or memorable. And if employees don’t recall the
language
of your strategic planning efforts, chances are they are not talking
about it or acting on its objectives, either. GE uses stories
extensively to bring its
Ecomagination
story to life, making real for employees, customers and the broader
marketplace the higher purpose driving their efforts and the positive
impacts resulting from them.
2. Give your employees the means to share stories about your sustainable brand.
Employee stories keep your brand positioning current and tangible by
reinforcing how it’s coming to life every day—in the field, at corporate
headquarters and everywhere in between. What’s more, as more employees
share their stories, they take on greater philosophical ownership of the
sustainable brand positioning those stories exemplify. For example, the
GE Reports website contains a rich collection of stories of
“imagination at work” identified and put forward by GE employees around
the globe. This creates a greater sense of connection between employees
and the larger sustainability story GE is telling the world.
3. Fan the flames of employee engagement and enthusiasm by becoming your organization’s “Storyteller-in-Chief.”
When corporate leaders ask for new ways of thinking, talking and
acting, employees will always look up the ladder to see if you are
practicing what you preach. One of the best ways executives and managers
of a company can “walk the sustainability talk” is by regularly sharing
stories that demonstrate and exemplify the company’s sustainability
efforts coming to life.
So, as you embark on the next wave of strategic planning around
sustainability, consider using storytelling to more effectively connect
what you’re trying to achieve with the employees you need to achieve it.
More than anything, it can help bring about meaningful change for your
brand, your business and the larger world in which you do business. And
that’s something worth sustaining.
Bill Baker is founder and principal of BB&Co
Strategic Storytelling. BB&Co has helped business leaders of
organizations such as Relais & Châteaux, Johnson & Johnson and
GE, as well as the Canadian Centre for Ethics in Sport, the University
of British Columbia and others advance their brands, businesses and
people through strategic storytelling. For more information about
BB&Co, visit
http://billbakerandco.com, or email storyteller@billbakerandco.com.
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