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Annual reports may convey a wealth of information about the financial performance, accomplishments, and mission of a business but are often lengthy, tedious, and difficult to digest.
To bring the information within them to life, many companies today are turning to the art of storytelling to craft annual reports that communicate to their shareholders, investors, and the general public in persuasive, exciting, and inspiring ways.
Rather than dry facts and figures, storytelling in annual reports can add a human dimension to complex financial data, engaging readers on a more emotional level and helping to build trust, connection, and confidence in a business.
In this article, we will look at some of the ways companies can incorporate storytelling to enhance the impact of their annual reports.
Origin Story
A compelling origin story allows a company to craft a meaningful narrative for its business which provides the reader with a framework and understanding of its brand, core values, and vision.
Beginning at its inception, an annual report should communicate the company’s journey and the motivation behind its business goals and objectives in a style that captures its personality and brand voice.
This allows it to communicate its brand and business identity giving the reader a clearer context and perspective into its aspirations and its commitment to its mission.
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Humanize Your Business
An annual report can easily turn into a mundane document that paints an abstract picture of an organization.
Rather than detailing the financial state of a faceless entity, the annual report presents the opportunity to humanize a business by showcasing its staff and celebrating the successes of the people that make it what it is.
This insight into the inner workings of a business allows the reader to connect with the content on a more personal level cultivating greater interest and trust in return.
Use Visuals
Presenting financial information in a way that is easily digestible and pleasing to the eye is more likely to make for an interesting and memorable read for the audience.
This includes color-coded graphs, pie charts, and infographics that convey key information in visually engaging ways.
Instead of black and white images containing data, incorporating visual elements such as differing colors, typography, and other design elements which tie in with the brand and personality of a business, can transform an annual report from a dry piece of literature into an interesting and persuasive document which speaks to the reader.
Inspire Confidence
In addition to laying out the financial fundamentals of a company, an annual report should end its story by creating an optimistic outlook for its future.
By outlining its projections, plans, and aspirations for the short and long term, a company can inspire stakeholders to continue to support and invest in its journey with the business while instilling a sense of confidence and excitement for what lies ahead.
By following this guidance, companies can take greater ownership of their brand voice and introduce a powerful communication tool into their marketing strategy.
