News, Videos

The 5 C’s of Corporate Storytelling


The story makes the human. And the same goes for corporations.

So how do we choose from all of our stories the one that expresses our company best? Like choosing an outfit for a formal event or a joke to make in front of new acquaintances, there’s an amount of risk involved, and the decision can take us outside of our comfort zone.

However, like a considered outfit, well-accessorised and well-suited to the occasion, or a joke that lights up faces and sparks new friendships, a story well-told is beyond a confidence boost. It’s a foundational moment.

Fortunately, the steps to choosing the right story are simple and intuitive to master. We’ve broken them down into 5 C’s.


1. Candidness

For customers watching a corporate video, candidness can be the difference between believing or not believing in the humanity of your corporation.

Pick a story that you know like the back of your hand and have told before over dinner or in casual conversations. (Bonus tip: stories about overcoming obstacles lend themselves particularly well to candid methods of delivery on film.)


2. Clarity

Powerful stories demand clarity. You wouldn’t report the evening news by reciting a poem, would you? To maintain clarity: stick to the action, the facts and the events of the story. You may be familiar with Hemingway’s famously brief—yet stunning—story comprised of the following sentence and nothing more:

‘For sale: baby shoes, never worn.’

Apart from being concise, clarity is to do with choosing to deliver a single message and never more than this, unless necessity demands it. Frequently, businesses fall into the trap of wanting to allude to the whole universe of their mission, values, and beliefs. But less is more.


3. Customers

Without a doubt, emotion sells. Just as when dealing with clients face-to-face, emotion needs to shine through on camera to effectively engage the customer on every level.

A good video with cause an emotion of some kind, whether that be sadness, tenderness, happiness or excitement. Remember: we tell stories not just to transmit information, but to elicit a human response; an emotional response.


4. Context

When it comes to context, seeing is believing. One of the advantages of video is that you don’t have to be constrained to a single perspective, you can reveal many angles, personalities and locations, even in a 30-second video.  

For businesses, this means that the story and voice over can be accompanied with video of daily happenings and the business in full swing. Enhance your narrative with visual storytelling and give your customers the keys to grasping your full meaning.


5. Collaboration

Many singers are not lyricists, and we don’t blame them. Likewise, many business owners are not scriptwriters. If they were, they wouldn’t be business owners! Often, great stories told on video are the product of the narrator working collaboratively with the production company to build a concept, a script, and a productive shoot that does the tale justice.

So when dipping into your pandora’s box of company stories, just remember that a short, simple story told plainly by ANYONE can be as good as gold. In the words of Angela Clucas, ‘The more you share, the more lives you can help.’

Every business has a story only they can tell. If you want to make yours happen on film, please get in touch with us!



Matt Jasper

Matt Jasper is the owner of The Jasper Picture Company. He is based in Melbourne but works around Australia and the world.