The Power of Storytelling in Corporate Branding and Identity Building, Study Guides, Projects, Research of Management Fundamentals

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Assignment

1. The storytelling method is a powerful way of conveying the purpose and objective of businesses to the target audience. This connects the crowd with the subject. To stand out in the crowd it's very important to have the best method to convey your objective. A story with deep meaning and positive narration creates an image in front of the customer. To build a brand one can always blindly rely on the storytelling method of branding. To build a name for an impactful presence in the market many aspects are necessary. To make the brand familiar, fondly, meaningful it takes a storytelling method (Miller, 2019). To create the impression one needs to understand the major need storytelling is the best method.
2. Australia Post is a Postal service organization in Australia. It is a government business enterprise with 4330 outlets all over Australia. Recently due to covid-19, the service of the company is highly affected. Untimely delivery and backlogging have stained its reputation. With the help of corporate identity, rebuilding branding has to be done. The type of story that will be best for telling is “Genuine”, pulling out some of its best hard-working examples and showcasing them to the audience. A direct reflection of its corporate values to its stakeholder using the product and services. Stakeholders like clients, business units, local customers, and the whole of Australian customers that use its services. Corporate identity is a representation of the business to the outside world. Corporate identity works on the company’s visual assets and brand design. For example, Airbnb has started building its brand and thus changed many things associated with corporate identity structure (Forman, 2020). From logo to one- liner and color of the logo with size. The famous “ belong anywhere” slogan and logo are world-famous. So first we need to update the present logo and one-liner of the company. After which in newspapers across Australia its old success stories and hard work stories will be published. Publishing the story on social media like- Facebook, Instagram, Twitter, and more (Olins, 2017). The story should be true and genuine. Relevant to the present need for branding and identity building.

Reference Glanfield, K., Saunders, J., Evanschitzky, H. and Rudd, J.M., 2017. Corporate identity at the stakeholder group level. International Studies of Management & Organization , 47 (2), pp.135-158. Forman, J., 2020. Storytelling in business. Stanford University Press. Miller, C.H., 2019. Digital storytelling: A creator’s guide to interactive entertainment. CRC Press. https://www.abc.net.au/news/2021-09-01/australia-post-pause-parcel-pickup-from- ecommerce-retailers/ Olins, W., 2017. The new guide to identity: How to create and sustain change through managing identity. Routledge.