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Humans have been telling stories since the beginning of time. Stories allow us to distribute information, share our history and traditions, and create a sense of community. Storytelling is at the heart of who we are as humans, it's how we communicate who we are, where we come from, and where we want to go. 

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As businesses invest more in branded content, marketing teams must humanize and optimize their content strategies based on the way people consume information: through stories. 92% of consumers want brands to make ads that feel like a story. 

A compelling story is critical for brands to connect with consumers, foster loyalty, and increase sales.

An example of brand storytelling is Google’s, "Year In Search" annual campaign which communicates the top searches of the year, crucial events (positive and negative) and most searched terms. In this campaign, Google reaches a wide audience by compiling stories that touch everyone in some way. This emotional connection is made possible by using data to identify what events and topics will engage their audience.

 

What kind of story is the most effective?

Great stories are memorable and communicate messages authentically and transparently.  When you're telling your brand's story, you need to focus on feeling as well as reciting facts.

A well-crafted story will connect you with your audience, create lasting bonds, set you apart from your competitors, and increase the value of your conversions. Storytelling in marketing should always focus on the "WHY." It is certain that the "what" and "who" are important but the "why" gives your story a drive, an impulse, or a unique premise that will give your audience something emotional to invest in.

 

It's all in the details.

When friends get together they share about what's going on in their lives and through anecdotes, lots of laughs, and even tears, bonds are formed and strengthened. As storytellers, we need to replicate those moments with an audience by going from generalized tales to strategic stories that give our spectators key points with which to connect.

There is perhaps no greater example of a brand storyteller than the late Southwest Airlines founder Herb Kelleher who has been described as the brands “Story-teller-In-Chief.” His stories championed both the airline's culture and their employees, setting it apart from its competitors who in the early day had more assets and advertising.

 

Give your audience a real story.

Audiences demand authenticity, meaning, and emotions from brands. A storyteller must reflect the voice, values, and culture of a brand in every story they share. A brand story should include the four pillars of characters, place, conflict, and resolution. These pillars provide the audience specific points for resonance and relatability. In alignment with the story, the brand storytellers must create a cohesive content strategy.

Effective storytelling establishes a reputation as a brand authority, shares a brand's values, and earns trust with their audience. Digital media is capable of delivering to the world scroll-stopping and viral content in alignment with a consumer-centered marketing strategy.

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Are you ready to start telling your story today? Let us help you connect with your audience on a more human level by sharing with your audience the most authentic form of marketing: storytelling.

Madelyn Olsen
Madelyn Olsen

As our Creative Director, Madelyn manages the creative process from concept to completion for our clients. She is trained in writing, graphic design and video production. She specializes in translating marketing objectives into clear creative strategies and executing multi-platform social media content campaigns. She graduated from the honors program at Roosevelt University in Chicago with a degree in Journalism.