Every business is ought to tell a story; stories are key to relationship to customers, employees, shareholders and partners. Most organizations have many stories, which - if properly told, are invaluable to get the right message out.  They are most effective if they are put together in one corporate story.
It takes time to build a good story. A powerful story that can be repeated a lot - both for inside and outside of the company.
Four essential features:  strong central plot line, clear values, lots of emotion, compelling characters.