23 Ene Storytelling: The value of a brand to tell a story

Posted at 08:55h in Blog, storytelling by
0 Likes

Storytelling is a concept that refers to the art of telling a story with the aim of informing, motivating, selling or sharing an opinion. Is a useful resource of marketing and this is because good stories not only have an element of truth that convince our audience but transform the information into something meaningful and compelling to our audiences leading to engagement and deep relationships.

To design or redesign peoples experiences is essential for the storytelling, as these have a narrative component. According to American author, Robert McKee, “our appetite for story is a reflection of the profound human need to grasp the patterns of living, not merely as an intellectual exercise, bit within a very personal, emotional experience”.

The Relationship Between Branding And Storytelling

The essence of storytelling is about people, connections and emotions, three important fundamentals for branding and the brand.The analytics are important for businesses but when it’s time to motivate people to innovate, adapt changes or try to understand the situations, stories are vital. The stories are a powerful way to disseminate knowledge, communicate, reflect, co-creation, engage or sense-making are important factors when creating marketing campaigns.

There are multiple opportunities to apply storytelling in terms of branding and brand:

  • Research and insights
  • Ideation
  • Prototyping and implementation
  • Consumer journey
  • Pitching creative briefs
  • Branding
  • Communication of final solutions

The Stories Are A Formula To Create Content

Content is king and conversation queen; thus, all communication and marketing professionals need to be conversant with storytelling techniques to produce their own pieces of content or need to know how to work with creative agencies responsible for developing materials that use storytelling.

In relation to the content the storytelling technique:

  • Clarify and help the audience understand
  • Offers background information
  • Convey what the characters (consumers) think, do, feel.
  • Bring a concept of experience to life
  • Engage the audience (employees)
  • Explain the ideal customer experience
  • Sell concepts or products
  • Support change
  • Reinforce ideas
  • Motivate and inspire
  • Facilitate empathy and understanding
  • Help you connect
  • Help the audience relate
  • Convey good and bad, successes and failures
  • Are memorable

The Stories Are A Formula To Create Content

Content is king and conversation queen; thus, all communication and marketing professionals need to be conversant with storytelling techniques to produce their own pieces of content or need to know how to work with creative agencies responsible for developing materials that use storytelling.

In relation to the content the storytelling technique:

  • Clarify and help the audience understand
  • Offers background information
  • Convey what the characters (consumers) think, do, feel.
  • Bring a concept of experience to life
  • Engage the audience (employees)
  • Explain the ideal customer experience
  • Sell concepts or products
  • Support change
  • Reinforce ideas
  • Motivate and inspire
  • Facilitate empathy and understanding
  • Help you connect
  • Help the audience relate
  • Convey good and bad, successes and failures
  • Are memorable

Success Story

With their storytelling actions, American brand Nike, always achieve that their characters embody their brand values making their consumers relate to their products and themselves as a brand. My favorite campaign, “Dream Crazier” was launched during the Oscars Ceremony in February 2019 and accomplished through elements such as narrative idea, structure, characters, narrator and point of view to convey a message of women empowerment, braking stereotypes, within society as well as creating awareness of real-life changes and struggles women fight against in their daily lives.
Tags:
No Comments

Post A Comment