Corporate narrative
A coherent account of what the company is, where it is heading and why that matters to its stakeholders.
A corporate narrative brings order to the way a company talks about itself. It is not an advertising slogan or a mission statement on the wall. It is a few paragraphs explaining where the company comes from, what its advantage is, where it is heading and what that means for customers, employees, investors and the wider community.
A good narrative is true and verifiable. It follows from the strategy rather than replacing it. From one core, versions are developed for different audiences: one for the bank, another for prospective employees, another for the media, but always consistent on facts and direction.
For the board, the narrative is a leadership tool. It allows every board member to speak about the company in the same way, makes difficult decisions easier to explain and provides a point of reference in a crisis. It should be revisited with every significant change of strategy, acquisition or change of ownership.
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