This is the first in a series of entries about the value of understanding basic elements of storytelling as a way to enhance your company’s brand. Sounds crazy, I know.

Perhaps the most basic element of a good story is a well-defined through line.

What’s a through line?  Basically, it’s the central thing your main character is after. It’s what the story is all about. In Disney’s ”Finding Nemo” for example, the through line is self-explanatory: Finding Nemo. In “Cars” it’s this: Lightning McQueen’s learns the importance of friendship.

Businesses can, and should, figure out their own through line. It’s an idea strikes at the very foundation of a corporate brand: What are we doing this for? Why should anyone care? Without a clearly articulated through line, your story just isn’t compelling. There’s no goal, and no momentum towards it. 

It’s a bit like a mission statement - after it’s been boiled-down to it’s smallest, most action-oriented nugget o’ truth.

It’s a powerful lens, through which you can review the entire workings of your business. Suddenly the stuff that doesn’t contribute to your through line will be colour-coded for easy weeding. If you don’t want to, or can’t weed that stuff out, try another through line until you find one that fits.

When people pick up a novel and begin reading, there are some very foundational elements that must be in place and working for them to want to continue. If those bits are there, they will continue reading, and start to care about the story and the characters in it. The very same can be said about your corporate story, and the relationship that story builds with your readers…ahem, customers.

It’s all in the through line.