When I saw the Google news alert about an article on Microsoft’s great use of brand storytelling, I was immediately intrigued. As a long-time contract writer for Microsoft, I helped create the company’s intial collection of corporate stories, but that’s been a few years ago and I haven’t checked their website for months to see how the storytelling efforts have grown. Not only that, but I helped a colleague with a book on technology branding more than 20 years ago–before most consumers were familiar with technology products by brand.
When I checked out Arik Hanson’s blog discussion of the Microsoft Stories site, I was captivated even further by the screen shot included in the post (shown). As Arik points out, you’d expect to see the program manager being featured to be show in the office working on the development of great new software. But instead you see a dominant photo of the employee in a barrel room sipping wine. That drew me in even further because my husband and I have been part of a wine-making group for the past 11 years–and we live in Washington near the largest collection of tasting rooms in the state!
So you’ll understand why I agree with Arik that it’s a great example of corporate storytelling. Employees are brand evangelists, and they’re also interesting people whose non-work activities are at least as fascinating as their professional involvement. By helping co-workers and customers get to know the whole person, Microsoft is creating deeper, more lasting connections than work-related topics alone ever would.
Key point: When people develop deeper connections, they become more committed to one another’s success. Stories that help people get to know one another more fully result in a win for everyone involved.
How about you? How well are you telling corporate stories that do that?