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Company Branding and Company Storytelling (Lecture notes)
Article by Jesper Hjberg Christensen (Compendium I pp
!"#""$)
"% &here does the concept Brandingcome 'rom (Branding o'
cattle in the S thenused about competiti*e brands and today it
co*ers more intangible *alues)%
+% &hat is corporate Branding (the di''erentiation by a
sta,eholder through core*alues re'lected in products relations and
communication)
-% &hat is a stakeholder (the general public and the
employees . /hoe*er has aninterest in the company or
organi0ation)%
$% &hich 'our elements does Jesper Hjberg Christensen
include in the concept o'corporate branding
a) Strategic branding(&hy and ho/ the business creates *alue
to its o/ners). sually 'undamental strategic branding is the
responsibility o' the1anagement% It is a basis 'or other types o'
branding and in*ol*es2 *ision
(/here do /e /ant to go) 3alue proposition (/hat do /e /ant to
o''er thatother companies do not o''er) Core competencies (&hat
are our corecompetencies) and mission and *alues (/hy are /e
here)
b) Marketing branding(Ho/ the business di''erentiates itsel'
'rom otherbusinesses through products and through stories)
c) Employee branding(ho/ the management and the
employeescommunicate /ho they are and ho/ they 4li*e5 their
business)
d) Stakeholder branding(dialogue /ith sta,eholders about the
social part andresponsibility o' the company)%
6here is an internal and e7ternal en*ironment and ,ey/ords in
corporate branding are2reputation image culture *alues *ision and
identity%
Sta,eholders may be internal (employees) or e7ternal (applicants
the press customers orshareholders and in*estors)% 6hey all ha*e an
(o/n) imageo' the company% Images areconstructed (created) and hold
elements 'rom the 'our branding elements%
87ternal branding is more mar,et#oriented and
sta,eholder#oriented%
9% &here do people recei*e their impressions 'rom (the press
tal,ing to others
/or,ing in a company etc%):% &hat is the di''erence bet/een
a system perspecti*e and a /or,ing li'e /orldperspecti*e (In the
real /orld social roles are con'irmed in the /or,ing placethrough
employees tal,ing /ith each other)%
;% &hat is the main purpose o' the article to pro*e that it
is not possible to combineinternal and e7ternal branding
processes
87amples o' stories2!%
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6here are t/o approaches to storytelling2 the cultural meaning
creating and developingmanagement tooland the marketing approachto
storytelling%
rgani0ationsDcompanies tell di''erent stories (see e%g% p%
@$)
6here is the organisation#theoretical approach
""% Ho/ can /e become a/are o' the stories organi0ations tell
about themsel*es(Appreciati*e inEuiry . employees tell stories
about their o/n success at /or,)% sed alsoin 'uture /or,shops /here
employees *ie/ the company 9 years 'rom no/ and set goalsand
*isions 'or the years ahead% (?rom employees . in'ormal stories to
create identity
maintain the organisation culture)
6here is the mar,eting dominated approach to storytellingnly one
story is told about the company (the 1arlboro co/boy and
coca#cola)%
(A%ood stories5 are told on thecompany5s recruitment site% A
company5s *alues and attitudes are communicated throughrecruitment
communication such as$ob ad#ertisements% An e7ample is 8ricsson5s
humanrecruitment site peopleGericsson%d,% Because the stories told
in connection /ith recruitingpeople /ere positi*e this /as also
re'lected in the mar,eting brand%
"9%%ouble loop learning !&rgyris '99(") self*obser#ation
!Luhman".&hene*er ane/ sta'' member is recruited a ne/
perspecti*e is put on the company and itsculture is in'luenced by
ne/ ideas% 6his ma,es the company or organi0ation loo, atitsel'%
6he media boomerang (1ette 1orsing "@@@)% (I' the employees read
about
the *isions o' their company . li,e ticon . they begin belie*ing
in /hat they read
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