People are Wired for Stories
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Storytelling
Human Reality at the Heart of Your Story
We humans have been sharing stories since the beginning of civilization. The earliest form of storytelling was discovered in the Lascaux Caves in the Pyrenees Mountains of Southern France. Around 200 B.C., Aesop’s Fables were written down and continue to teach lessons that apply to many areas of our lives today. Around 700 B.C., the Epic of Gilgamesh and the Iliad by Homer was discovered. Recording of this story and others exposed them to worldwide recognition.
The fact is that powerful storytelling drives action. It enlightens, triggers emotions, educates, strengthens overall cognition, builds literacy, helps ceremonial practices, entertains, and sells.
Storytelling teaches us the ways of the world while providing insights into what makes people tick. When we organize our thoughts and know what we want to say, we can deliver exact core messaging to our readers.
Neuroscience says that a relevant story can cause the brain to release dopamine, a neurotransmitter with the ability to increase a person’s blood pressure and heart rate. A powerful narrative can help readers feel empathy by relating to the protagonist.
So, what then is brand storytelling?
The Magical Science that is Brand Storytelling
Brand storytelling is the art of shaping a company’s identity using narratives and storytelling techniques that trigger emotional response, establish meaningful connections and trigger readers to act.
Storytelling becomes magical when readers connect. But telling an incredible story is only the beginning. When telling a story to a friend, does it not spark conversation? Developing brand stories means factoring in activities that create and engage or amplify a community through the use of digital marketing.
Consumer Attention: The Ultimate Commodity
- The best stories are not your own.
- Invest in getting to know your customers.
- Identify customer touch points.
- Employees often have the best customer story insights.
- Take customers on a journey to improve a part of their lives.
- Ask customers to share their stories about your company.
- Share stories through social media and email campaigns.
- Create a culture of sharing and storytelling.
- Implement humor.
Human Reality at the Heart of Your Story
We humans have been sharing stories since the beginning of civilization. The earliest form of storytelling was discovered in the Lascaux Caves in the Pyrenees Mountains of Southern France. Around 200 B.C., Aesop’s Fables were written down and continue to teach lessons that apply to many areas of our lives today. Around 700 B.C., the Epic of Gilgamesh and the Iliad by Homer was discovered. Recording of this story and others exposed them to worldwide recognition.
The fact is that powerful storytelling drives action. It enlightens, triggers emotions, educates, strengthens overall cognition, builds literacy, helps ceremonial practices, entertains, and sells.
Storytelling teaches us the ways of the world while providing insights into what makes people tick. When we organize our thoughts and know what we want to say, we can deliver exact core messaging to our readers.
Neuroscience says that a relevant story can cause the brain to release dopamine, a neurotransmitter with the ability to increase a person’s blood pressure and heart rate. A powerful narrative can help readers feel empathy by relating to the protagonist.
So, what then is brand storytelling?
THE MAGICAL SCIENCE THAT IS BRAND STORYTELLING
Brand storytelling is The art of shaping a company’s identity using narratives and storytelling techniques that trigger emotional response, establish meaningful connections and trigger readers to act.
Storytelling becomes magical when readers connect. But telling an incredible story is only the beginning. When telling a story to a friend, does it not spark conversation? Developing brand stories means factoring in activities that create and engage or amplify a community through the use of digital marketing.
CONSUMER ATTENTION: THE ULTIMATE COMMODITY
- The best stories are not your own.
- Invest in getting to know your customers.
- Identify customer touch points.
- Employees often have the best customer story insights.
- Take customers on a journey to improve a part of their lives.
- Ask customers to share their stories about your company.
- Share stories through social media and email campaigns.
- Create a culture of sharing and storytelling.
- Implement humor.
Authentic, Transparent
We all remember growing up with bedtime stories that our parents narrated when we were small children. One of my personal favorites was Snow White and the Seven Dwarfs. At bedtime, my father narrated the colorful story as I followed the imagery, sinking into an array of emotions for the various characters.
If storytelling is a magical science that engages readers, what is brand storytelling?
- Mission – talk about why your company exists.
- Vision – an intriguing picture about the future of your business.
- Legacy – where did your company come from? Tell the story of your company’s past and evolution of the brand.
- Founders – who are your people? Tell the story about the people behind your business.
- Culture – what is unique about your company culture?
- Personality – your brand might be based upon real life stories of people or customers. Or perhaps you have developed a mascot shaped by a fictional story.
- Products – there is a story behind the ingredients or manufacturing of your product. Build value in your brand by narrating the details.
- Promotion and Advertising – content that uses video, print, and podcasts contribute to the story of your company.
- Customers – real life stories are powerful! If you are not able to tell real life stories, fictional versions are just as impactful.
- Events – events that showcase your company culture and philosophy make for great story subject matter.
- Sustainability – if your brand makes an authentic and positive impact on the environment, communities or cultures, tell the story.
CHARACTERS, SETTING, PLOT, CONFLICT, RESOLUTION
- Presentations
- Blogs
- Company culture
- Anecdotes
- Memes
- Social media posts
- Videos
"Rise again as a stronger and wiser version of you."
Michelle Woolley
Founder, Marvelous MeeMee
