Storytelling is nothing but well-chosen words. And these can have tremendous power over people. By judging the value of words, the brain stores those it considers important in its long-term memory. By listening to the story, the hippocampus, deep in the forebrain, receives data from the senses and combines them into experience. In turn, naked facts mean that only the part of the brain responsible for language functions is active. This is the reason why we remember 70% information from articles and only 10% from data and statistics. When evaluating a brand, we use feelings rather than facts. These feelings, in turn, affect our loyalty, trust and intention to buy products or services of this brand. How to induce them at clients? Get to know storytelling - an example of how to charm your audience with words.
How do people rate the effects of traditional marketing? They feel anonymous. As if they were banknotes that equally anonymous corporations are trying to seize. Something must have changed. Hence the development of engaging marketing, where brands focus on building relationships through content. The truth is, people are by nature not completely against brand communication. They are suspicious of her. They want a sincere, genuine relationship based on mutual trust and respect. This condition is met by storytelling, an example of a narrative focused on building relationships.
For years, traditional marketing has been the undivided king of marketing. It is often referred to as disruptive marketing. Where does this name come from? In traditional advertising, the brand prevented people from talking to each other. There was no room for dialogue. But people are tired of this one-way communication. According to the 2019 Edelman Trust Barometer Special Report, 3 out of 4 people actively avoid advertising.
People use feelings rather than facts when judging a brand.
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What is the history of the brand? Storytelling examples
People's 81% says that what ultimately drives their purchasing decisions is trust. This means they need to know who you are as a company, why they should be interested in you, and what they may have to do with you. The better a brand is able to convey these things, the easier it is to engage people and build valuable relationships over time. How to do it effectively? A brilliant way is storytelling, an example of a tool that allows you to reach customers with your story. Allowing to share the history of the brand through any content created by the company.
Your brand story is a combination of many elements. It's about who you are, what you care about, what you do, how you help people, etc. In short, it's a story about why you exist. Your brand history also gives people an answer to why they should want to contact you. Use storytelling for this. An example of an unprecedented way to do developing dialogue with people through content. Whether you post them on your website, on social media, or send them as e-mail. Sharing a brand story is one of the most effective ways to attract attention, engage and encourage people to buy. If you haven't already, learn at least 4 reasons why it's worth it.
A storytelling example of how to stand out
What makes you stand out? Whether it's product performance or service features, there's always a reason why you're different. And people want to know what it is. You may think this is a trivial matter, but individual pieces of your brand story are more interesting to other people than you think. This is how the business idea arose. How did you come to make your dreams come true. How have you developed.
At Commplace, we have been discussing this with our clients for years. We like storytelling. An example of why we like him? Because the story about the company is never boring. Storytelling is a story that allows us to really understand who our clients are and why they do what they do. If you can draw your audience's attention to things that make you unique thanks to a more skilful story, you can easily outshine the competition.
Show the human face of your brand
People want to interact with people. Fortunately, your brand is made of people. By letting customers look behind the scenes and sharing your brand story, you make it easier for people to see who you really are. And most importantly, you make them trust you. There are still many brands that focus their narrative on product features, losing a huge opportunity to make an impact. How does storytelling relate to this? An example of sharing a brand story is the best way to close this gap. Focusing on transparency in action and nurturing more authentic relationships.
Attract the right people to you
People lose confidence in brands when they observe damage done by corporations that do not want to be held accountable for it. They hesitate to contact brands that do not show people care and attention. This applies to both consumers and potential employees. Storytelling, an example of being open to people, allows you to convey more information than just what you do. It helps you show people what you believe. By expressing your values, you are empowering people to identify with you. It also helps you attract more talent to your business. People who would like to work for you because of who you are. Thus, storytelling is an excellent support for employer branding.
Storytelling - an example of conscious creation
It's fair to say that storytelling doesn't mean that you are making your audience hear and assimilate exactly what you want. The truth is that you don't have total control over your brand history. Your story is part of what you communicate. Part of how people perceive what you communicate. While it can be frustrating, it's important that you take control of what you're in control of. Because storytelling = an example of conscious creation. If you don't promote your brand story, people will write their own narratives about you. It's even worse when they completely ignore you.
We live in a world where everyone can tell a story and reach a wide audience with it. Oh, a by-product of the internet age. Therefore, it is much better to communicate your version of the brand's history - thoughtful and carrying a specific message, than to leave it to fate and passively observe what the environment will conjure up. Do you need help creating and telling your story?