in today’s competitive business environment, a strong brand narrative is essential for enhancing employee engagement and unity. A well-crafted brand story not only defines a company’s mission, vision, and values but also builds a sense of belonging and purpose among employees. By involving employees in the brand’s story, companies can make the most of their diverse experiences and perspectives, improving innovation and problem-solving. However, aligning employees with the brand’s story requires clear communication, cultural initiatives, and active leadership participation.

to achieve this, companies should work on developing and refining their brand storytelling capabilities. This involves workshops, practical assignments, and leadership-driven discussions that encourage employees to contribute to the brand narrative. A powerful brand story resonates deeply, encouraging loyalty, active participation, and a sense of ownership, ultimately driving both individual and organizational success.

Corporate communication teams

HR experts and employee engagement specialists

Managers and team leaders

Leadership and executives

Marketing and brand managers

what can be included in this topic?

potential problems to be resolved:

crafting a compelling brand narrative

employee’s engagement through storytelling

aligning brand values with brand storytelling

leadership’s and employee’s role in storytelling

low employee engagement and motivation

misalignment between employees and company values

ineffective internal and external communication

weak brand identity and perception

practical initiatives to introduce, enhance and maintain brand narrative

high employee turnover rates

lack of employee advocacy and brand ambassadorship

development of brand loyalty that long-term grow into brand advocacy

improvement of employee’s engagement and creating a clear vision of brand values in employee’s eyes

improvement of internal & external communication, enhancement of unity among the teams

The company has undergone a major rebranding with a new brand narrative. However, employees are struggling to connect with and communicate this new story, leading to inconsistent messaging. The leadership team recognizes the need for everyone to embody the updated brand identity but lacks the skills to drive this change effectively.

A brand storytelling training sessions are tailored for leaders and employees to understand, adopt, and communicate the new brand narrative consistently.

problem to be solved

solution

a pre-training survey is conducted to identify areas where employees struggle most with the new brand narrative.

an interactive workshop was developed, combining practical exercises and real-life scenarios to help employees and leaders embody the new brand story.

as a result of the training, employees clearly understand how their values align with the brand narrative. They learn to communicate the brand story consistently, promoting ownership and acting as brand ambassadors.

consistent communication of the brand story across all levels, thus improvement and enhancement of brand awareness

enhanced understanding of a new brand narrative among employees

increased employee engagement and brand advocacy

The company has expanded rapidly, hiring diverse talent across different regions. However, there has been no effort to unify employees around a common brand story. As a result, there is confusion and mixed messaging about the company’s mission and values, both internally and externally.

To address this, a targeted brand storytelling training program is needed to build a shared understanding of the brand, align employees with core values, and ensure cohesive communication across all teams.

problem to be solved

solution

conduct a brand immersion workshop to build a shared understanding of the brand’s mission, values, and narrative across all teams.

create collaborative storytelling exercises where employees craft and practice delivering the brand story in line with their roles and regional contexts.

create an event calendar with brand storytelling activities throughout the year to reinforce its significance and help employees internalize and believe in the brand story.

improved internal and external communication

better understanding of brand values and other components that shape brand culture

better brand relationship, better brand advocacy from the employees

The start-up rapid growth and focus on immediate operational tasks have left employees unclear about the company mission and goals. Without a shared understanding of these core elements, there is a disconnect between employees’ daily efforts and the company’s broader strategic direction. This lack of alignment results in inconsistent communication, reduced engagement, and a weakened brand identity.

A brand storytelling training program is tailored to clearly communicate the company’s mission and goals, align employees around a cohesive narrative, and empower them to effectively represent the brand in their roles, fostering a stronger internal culture and unified external presence.

problem to be solved

solution

сonduct a focused brand alignment workshop to clearly communicate the start-up’s mission, vision, and values, ensuring all employees understand and connect with the brand's core identity.

develop interactive storytelling sessions where employees collaboratively create and practice brand narratives that align with their daily roles and responsibilities

implement a quarterly event calendar featuring storytelling activities, such as story-sharing sessions and brand challenges, to keep the brand narrative alive and integrated into the company culture.

Unified brand understanding

Enhanced employees’ brand engagement

Consistent brand communication

Marketing and communication expert with 15 years of experience

Lecturer at Riga Technical University, Turiba University and University of Applied Sciences

Working languages: English, Latvian, Russian

Chief Marketing Officer at Driven SIA marketing agency

Area of expertise: Strategic Marketing, Branding, Placemaking Communication, Brand Voice, Copywrite, B2B and E-Commerce

PhD Candidate of Communication Management