An organization’s brand plays an essential role in attracting and maintaining clients. Similarly, culture has also become a big factor in building relationships between an organization and its employees.  Building a strong corporate culture and brand is a lot like telling a story: The best ones have three common components. 

They Make You Feel Like the Protagonist 

Think of your favorite movie; what draws you to it? Great movies make you feel as though you’re part of the story. A strong organizational culture does the same thing. For example, Disney calls its employees “cast members” and asks them to give outstanding performances, regardless of their position. Why? Disney wants its employees to know that they play a critical role in the organization and that their work is valued. This results in increased satisfaction, productivity, and motivation. 

They Have Interesting Plots 

Again, think of your favorite movie; the plot is something that you will remember for years to come. The same rule applies to the culture story in your organization; a good plot is a great start to building your company’s culture. 

For instance, a couple who stayed at The Ritz-Carlton Hotel in Kuala Lumpur realized on the last night of their trip that they’d lost their camera. Normally, hotel staff would, at most, express their condolences and then consider the matter closed. However, one employee at this hotel went out of his way for the couple. After the couple checked out, he took photos of famous places around the city to re-create their trip. He then met them at the airport to surprise them with the pictures. This story and others like it are all available in the “Memories” section of The Ritz-Carlton’s website. 

They Get You Hooked 

You can’t watch enough of your favorite TV show, right? It’s endlessly satisfying because it always comes up with entertaining twists and turns while staying true to its core premise. Companies should adopt the same practice and develop amenities and activities that employees will love but that also support company values. 

For example, Fortune has consistently ranked Google number 1 in its annual 100 Best Companies to Work For list, in part because Google has fostered a supportive environment for its employees. Their now-famous perks include an on-site fitness center and medical facility, gourmet food and snacks, college tuition reimbursement, paid time off for volunteering, and unlimited sick days. There’s also the 80/20 rule, which allows employees to dedicate 80 percent of their time to their primary job and 20 percent to personal projects. Google clearly wants its employees to take care of themselves, and has come up with new and creative ways to support that goal. 

Stories are easier to remember than company stats and mission statements. By developing your organization’s culture story, you’ll engage your employees and promote your company’s brand more effectively.