Narrative Development:
Driving Change With Storytelling
Humans are hard-wired for stories. We have been storytellers for generations, using narrative constructs to explain the world around us, transmit culture, educate and inspire, and determine the right course of action. At Orangefiery, we specialize in narrative development that transforms abstract concepts into engaging stories, driving meaningful change and creating lasting impact.
The strategic power of narratives
For organizations, narratives are more than just stories; they are sense-making devices that serve multiple strategic goals. This means they can support many different corporate initiatives:
- Organizational transformation: create a shared vision for the future that supports corporate change initiatives and engages employees around
- Market development: Raise awareness of opportunities for innovation and barriers to adoption that cross-functional leaders can address with stakeholders to build consensus and take action
- Brand differentiation: Craft a unique brand story that emphasizes your unique origins, while communicating your point of view, capabilities and aspirations
- Stakeholder engagement: Build deeper connections with key stakeholders through emotionally resonant narratives
Our narrative development consulting solution
At Orangefiery, we’ve developed an insight-driven approach to narrative development that ensures your stories are compelling and strategically aligned. Our proprietary narrative development process is highly collaborative, engaging multiple organizational stakeholders to develop a compelling, integrated, research-driven messaging that changes hearts and minds.
1. Narrative discovery
We begin by exploring your organization’s history, values, operating environment and goals. Our discovery process includes:
- In-depth stakeholder interviews
- Cultural and market trend analysis
- Desk research
2. Narrative architecture
Based on our discovery work, we will facilitate a workshop with organizational leaders to construct a narrative framework that will serve as the foundation for all storytelling efforts, including:
- Core narrative themes and plot points
- Stakeholder archetypes
- Conflict and resolution frameworks
- “Think/feel/do” emotional journey mapping
3. Story crafting
Our narrative development team collaborates with you to bring your story to life:
- Developing a lexicon appropriate for different stakeholders, with guidance on what to say/what not to say
- Developing a suite of aligned “situational stories” for different contexts and audiences
- Creating visual storytelling tools (storyboards, video explainers, infographics)
- Crafting narrative-driven presentations
4. Narrative activation
Once we have a narrative written, we help embed the narrative throughout your organization through the following:
- Storytelling workshops and training
- Employee engagement programs
- Other internal communications activities
- External communications planning and activation
5. Measurement and evolution
We use analytics and research to measure narrative impact. As a result, we’re able to evolve our storytelling approach over time to ensure it is effective at achieving our goals.
Applications of strategic narrative development
Organizations can use a narrative development process to support a number of activities based on what they are trying to achieve:
Driving organizational transformation
A clear narrative articulating the case for change, outlining a vision for the future and framing anticipated milestones helps support organization transformation efforts. A narrative framework allows leaders to lay out the initial rationale for organizational change in a clear and resonant way, engaging employees and bringing clarity to the new strategy or operating model. As a result, it creates a construct that can be used in future communications to celebrate progress on the path to change, demonstrating that the organization has achieved certain milestones that are markers of success. (See “Transformation“)
Shaping market perceptions
Innovations often face market conditions that can either propel or inhibit their adoption. By developing a strong market development narrative, we can describe the current state of a market (i.e., a therapeutic area or a technology use case), outline a vision for the future and make the case for changes in perceptions, attitudes and behaviors that can lay the groundwork for successful innovation adoption. (See “7 Key Steps for Developing a Market Development Strategy“)
Enhancing brand differentiation
Similarly, a brand narrative is an essential part of a contemporary brand core, capturing the impact a corporate brand intends to make with its core purpose and strategy. A brand narrative is a foundational tool that can fuel the development of other communications materials and campaigns and ensure alignment between these efforts and the organization’s brand. (See “branding strategy development“)
Why choose Orangefiery for
narrative development?
Insight-driven approach: Our narratives are grounded in deep insights, trends and cultural understanding
Interdisciplinary expertise: Our team combines skills in strategy, psychology, communications and creative storytelling
Multi-stakeholder approach: We are experts at finding common ground—and the vital points of distinction—among and between the multiple stakeholder groups that are important to the future of an organization or initiative.
Strategy-to-execution mindset: We ensure that narratives capture strategic focus and inform “boots-on-the-ground” communications and engagement activities.
Measurable impact: Our focus on creating measurement frameworks ensures our narratives deliver tangible results aligned with organizational goals.
Ready to harness the
power of strategic narratives?
In a world where great stories drive great changes, Orangefiery is well-positioned to help you develop narratives that inspire, align and drive outcomes. Contact us today to begin crafting the stories that will shape your organization’s future.
