An Exciting Addition to the Corporate Ladder: Chief Storyteller

as Anne of Green Gables by Lucy Montgomery

Last week’s article was about personal branding. This week, we look at company branding. The Chief storyteller position has emerged in recent years to connect companies with audiences, build brand loyalty, and drive business results. It is the secret to sustaining a company brand.

It is a truly creative role, but it is also quite strategic. It shapes the narrative and ensures it aligns with the overall business strategy. If it had been available during my time, I would have preferred being a storyteller instead of a trailblazer. It would have been a gentler path.

The Origin of the Title

The term Chief Storyteller traces back to the growing importance of storytelling in the digital age. As consumers become inundated with too much information, brands that deliver compelling stories will likely stand out more.

Unlike other C-level officers who primarily focus on specific functional areas (e.g., finance, operations, technology), this one is cross-functional, working closely with other departments like marketing, product development, and human resources. The Chief Storyteller ensures the company story is consistent and cohesive across different touchpoints.

While the Chief Marketing Officer (CMO) is also responsible for telling the company story, the Chief Storyteller focuses on the overarching narrative and how it connects with the mission, vision, and values. The CMO focuses on specific marketing tactics and campaigns.

But they work closely together. The Chief Storyteller takes a broader view. He manages the company brand and ensures it is positively perceived by the public.

His Key Responsibilities

Here are the key responsibilities of the Chief Storyteller:

1. Develop and articulate the brand story with a compelling narrative that captures the company's essence. He delivers many versions of it to resonate with the different segments of the audience.

2. Ensure consistency and alignment with the company vision, mission, and values and that the story is consistent across all internal and external communications.

3. Strengthen relationships with key stakeholders, including employees, customers, investors, and the media, to help them understand and appreciate the company story.

4. Measure and conduct an analysis of the impact of storytelling, tracking the effectiveness of the efforts and making data-driven recommendations for improvement.

It sounds like some of the work the Chief Executive Officer (CEO) does. The CEO is often the Chief Storyteller, and while the title is becoming more common in corporate structures, it is not always a separate role.

In many cases, especially in smaller or more traditional organizations, the CEO takes on the responsibility of being the primary storyteller. I played that role as CEO of MegaLink, SAP, and BayanTrade.

The CEO is often seen as the face of the company, and his ability to articulate its vision, mission, and values can significantly impact its success. As the Chief Storyteller, the CEO can directly connect with employees, customers, investors, and the public, fostering a sense of loyalty and trust.

However, as companies grow and become more complex, they may find it beneficial to have a dedicated Chief Storyteller who can focus solely on developing and communicating the company's narrative. A dedicated person allows the CEO to concentrate on other strategic aspects of the business, especially operations and product development.

His Key Skills and Abilities

As such, here is the combination of creative, strategic, and analytical skills that a Chief Storyteller must have to succeed:

1. Strong storytelling abilities and the ability to craft compelling narratives.

2. Strategic thinking to see the big picture and understand how storytelling can contribute to the overall business objectives.

3. Excellent ability to effectively communicate with all internal and external stakeholders.

4. The ability to think outside the box and come up with new and innovative storytelling ideas.

5. The ability to use data to measure the effectiveness of storytelling efforts and make informed decisions for change and improvement.

As I shifted to writing (storytelling) in America, I can even be a better Chief Storyteller today. The position plays a vital role in today's organizations. By effectively telling the company's story, a Chief Storyteller can help build brand loyalty, drive customer engagement, and improve business performance. It has become such an important role.