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.

It’s Wise to Invest in Personal Branding

When I was filling out the Nomination Form for the UPAA Distinguished Alumnus Awards early this year, I had a chance to reflect on my career. A friend who won the Lifetime Achievement Award in 2023 said, “You were a trailblazer. Your category should be for ‘Leadership in It Development.’” That was my brand!

How I Got My Brand

Without knowing it, I had developed a personal brand.

After training with NCR and IBM, I applied with SGV&Co. I became the Marketing Manager of the Institute of Advanced Computer Technology, its computer training unit. That made my name synonymous with innovative things as we marketed our brand-new courses and seminars, introducing the technology to the country.

When the Development Academy of the Philippines sought a Vice President to introduce more automation to government agencies, my name came up. The DAP President invited me to become its VP for IT Applications.

Similarly, my name reappeared when MegaLink, a consortium of banks, was formed. The Board invited me to become the General Manager of the pioneering ATM switch.

Then, Liwayway Vinzons-Chato, the newly appointed BIR Commissioner, asked industry leaders for someone to help her automate the agency. They gave her my name. She invited me to become one of her three Deputy Commissioners.

After launching the country’s revenue system in two years, the SAP Singapore Regional Office asked me to return to the private sector as MD of SAP to introduce the groundbreaking German ERP software in the Philippines.  

Two years later, when six conglomerates formed the consortium BayanTrade to launch a pioneering e-procurement hub in the country, they persuaded me to leave SAP.

Finally, when Comelec wanted to move to automated elections, they asked for the recommendation of the Dean of the UP College of Public Administration. I was then a Doctorate in Public Administration Program student, and she recommended me.

Increasingly, trailblazing became attached to my name. In a competitive landscape, establishing a personal brand like this is a necessity. Creating a unique and compelling identity differentiates you from the competition and attracts the right opportunities.

Benefits of Personal Branding and How to Make One

Here are some of the benefits of establishing a personal brand:

1. Establish credibility and authority. Your name is associated with expertise and trustworthiness.

2. Build trust and rapport, leading to many connections.

3. Differentiate yourself, stand out, and showcase your uniqueness.

4. Attract the best opportunities that align with your skills, goals, and values.

Here are some steps I took that probably helped me build a strong brand without knowing it:

1. Shared my expertise through written articles or speaking engagements.

2. Built relationships with people in the IT industry and attended relevant events. I even led associations and founded new ones.

3. Told my story through compelling narratives about my journey, successes, and lessons learned.

In today’s overloaded information landscape, however, these additional steps have become crucial:

1. Define your target audience so you can tailor your brand message.

2. Identify your unique value proposition or what makes you different.

3. Create a robust online presence through a professional website, good social media profiles, and a consistent online persona.

4. Maintain a consistent image across all platforms.

As I shifted from a technology executive to a freelance writer, I unconsciously followed these same steps. I do not randomly post on Facebook or LinkedIn, for example. I always plan my posts and make sure they are well-constructed, with good photos to accompany the text (although I need to catch up in using videos).

Doing this takes patience, persistence, and authenticity, requiring time and effort, but it is worth it. I successfully switched from an IT executive to a travel writer.

Best Books on Personal Branding

To learn more about personal branding, I asked Gemini, Google’s AI platform, to give me the five best books. Here is the output, complete with the gist of each book:

“1. "Reinventing You: Define Your Brand, Imagine Your Future" by Dorie Clark

This book provides a comprehensive guide to building a solid personal brand, covering self-discovery, online presence, networking, storytelling, and adaptability.

2. "Start with Why: How Great Leaders Inspire Everyone to Take Action" by Simon Sinek

It is focused on leadership but offers valuable insights into personal branding, especially the importance of understanding your "why" and communicating it effectively to connect with others.

3. "Platform: Get Noticed in the Age of Attention Economy" by Mike Stelzner

This book helps you understand how to build an online platform and leverage digital channels to enhance your brand by creating content, engaging with the audience, and growing your following.

4. "Personal Branding for Dummies" by Paul Argenti

As the title suggests, it offers a beginner-friendly introduction to personal branding, covering essential concepts and providing a step-by-step guide for building a brand.

5. "The 7 Habits of Highly Effective People" by Stephen Covey

I was pleased to find this fifth book mentioned. It was my Bible when I was working. I read it several times and presented talks on it when invited. Although not specifically about personal branding, this classic book offers personal effectiveness, integrity, and relationship principles. When applied to any niche you choose, a personal brand will emerge.