Storytelling – How Important Is It To Your Brand?

In this 21st Century there are stories everywhere, moreso than before. On television. In newspapers and magazines. Online. Offline. Everywhere we look and see, there is a story. Enhanced by various tools of technological; stories, whether true or ‘fake’ news, now move more rapidly. Traversing communities and countries within seconds. Within this quickly changing information environment, for businesses, companies or corporations need to find a way which enables them and their products to stand-out amidst the noise. Therefore, having the “right” story to promote their brand, helps. As an ancient art form, storytelling narrates traditional, cultural and social norms providing communities and countries to express through various mediums. Using the vital elements of plot, characterisation and narrative point of view storytelling is used in many ways, as demonstrated through various genres: whether written, theatre, film or video, poetry or music, magazine or newspaper. Compelling, emotional, motivational, inspiring, negative or positive, a story has the ability to move the reader or watcher from and through various psychological states.

As storytelling is not new and in business moreso and in today’s business environment some organisations are mastering the ability to tell tales on digital platforms, resulting in positive outcomes on their bottom-line. Creating a connection with businesses and customers, regardless of demographics, the love of a story enables people to make a connection with the narrative.

Therefore, with this connection or ‘brand storytelling’ will help to transform any content marketing strategy, enabling the content’s power to easily engage their audience. It is advisable to invest in telling story and according to Monte Lutz of Edelman Digital, “as companies begin to adjust to the real-time nature of content marketing, it’s easy to lose track of your core brand narrative.”

Social media has pushed content to being more authentic and transparent and personal and storytelling is a part of this swing since at a stories core is a great story that engages the business client or customer’s emotions recreating an experience for the audience.

There are many corporate storytelling examples which prove how storytelling can be powerful when done good and well. Emotions sell. Oz Content states: Studies show positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments based on attributes. Advertising research reveals emotional responses to an ad have far greater influence on decisions than the ad’s content – by a factor of 3-to-1 for television and 2-to-1 for print ads. According to Oz, there are eleven great and powerful storytelling examples: Weight Watchers, Guinness, Apple, Google, John Deere, Nike, Lego, Airbnb, Harry’s, Warby Parker and Dove.

So how does one create the best brand ever?

– Create the right story by ensuring there is value in the ‘human element’ content

– Making stories sincere and real;

– The importance of having a Point of View (POV) from the target groups perspective;

– Have an awareness of what connects with potential and present customers

– Defining and identifying positive protagonists, victors and heroes within the storytelling;

– Keep the storytelling simple, by being able to tell a story in one line.

Finding the human element in a story helps to connect customers to a brand, company or product, so creating a story around that shows how their lives can be better, connecting them at an emotional level.

In today’s world, emotional-connecting storytelling content is king resulting in brand awareness and enabling an enhanced bottom-line.


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