Stories move us, make us feel alive, and inspire us. Our appetite for stories is a reflection of the basic human need to understand patterns of life — not merely as an intellectual exercise but as a personal, emotional experience. Stories are the way to reach out to people and emotionally connect.
Storytelling is the most powerful way to put ideas into the world today. —Robert McKee
a story can help you connect with and move your audience, and make your material more memorable. we are always reminding ourselves of this and work to make more meaningful connections with our intended audience.
Maya Angelou once said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” And what’s the best way to make people feel? By telling a story.
What storytelling would do to your brand?
storytelling give your products and services an identity by capturing and sharing the stories they really are, you can take your target audience on a journey they yearn to experience. In order for consumers to form a personal connection with your brand, company stories must be authentic, creative and inspirational.
Emotional branding is a progressive marketing strategy that has the potential to drive revenue and increase customer retention. How a person feels about your brand typically determines whether they buy your product. A brand is a matter of perception. When you tell a story that embodies human challenges, you create an experience that resonates with your customers.
every brand has a story or a problem born of it, to make a solution in his small world, or in all the world. I think every brand has already a story he can use it. even if it’s simple story of you and your friends when the brand idea came to your minds! yes, it’s that simple, the purpose of storytelling to engage your customers emotionally with your brand.
You can choose the way you want to share your brand story with, you can share it in an article, social media post, video or short film. it depends on the budget and your brand’s customer personas.
Or you can craft a story!
When crafting your brand story, you must illustrate what your voice is, what you stand for and why it matters to the lives of the audience that has its own stories. Outline actual steps to be taken and show readers how they can recognize the reward. The sell must be creative, yet subtle and often it’s indirect.
after building your story, you can use storytelling along in your way in the world of marketing. so, you can tell your customers stories, like what google and coca cola do. with the method of storytelling, you made real correlation and gained customer loyalty.
Coca Cola, one of the world’s most recognized and loved brands, recently implemented a loyalty program, Pepsi Stuff, aimed at driving emotional loyalty and engagement.
Google manages to evoke a strong range of emotions from viewers, tapping into events that have touched everyone in some way, using data to identify exactly what topics and events will engage its audience. And made this piece of feelings.
storytelling is a content
Storytelling is a way of writing and creating content, by coupling personal and existing stories to the brand narrative. Good storytelling is about emotions, experiences, needs and the written and unwritten images associated with these emotions and needs, in relation to what your brand evokes. but not all good content is storytelling. Sometimes content just has to be purely informational.
John Simmons said in his book The Invisible Grail: Storytelling is not a one-off exercise but a matter of consistency and adapting to evolving human needs, although sometimes specific actions and initiatives can seem to have that one-off dimension. However, everything you do always fits in that broader narrative: from events and content to campaigns. Finally, note that storytelling is also per definition channel-agnostic and people-centric.
Just like a fairy tale, a captivating brand story must have three acts that set up the situation, chronicle the conflict and offer a resolution. However, business stories are unique because they require a fourth element – a call to action, which is often indirect.
Emotional loyalty, as opposed to behavioral or rational loyalty, is when customers are emotionally engaged, feel delighted by the brand and would recommend the brand to their friends and family. Emotional engagement drives results and loyalty for brands. In fact, 82% of consumers with high emotional engagement always choose the brand they’re loyal to over others.