Francesca Cordido, 18th February 2022
Powerful storytelling boosts a powerful brand
From the beginning of time, storytelling is the preferred formula to transmit values and instill behaviours through emotions. For brands, it is a fundamental tool in building emotional bonds with their followers.
Storytelling is a powerful weapon not only for human communication but also for brands. It is the most useful tool for generating brand loyalty and creating value for users. It is also a trigger of emotions that helps build strong connections between brands and users as well as an effective way of transmitting the fundamental values that stem from its purpose and identity.
A good tale submerges us in a plot, connecting emotions. It makes us empathize with the characters, pushing us to live their experiences and feelings at an intimate and personal level. On the other hand, different studies show that our brain reacts, both at a sensory and a motor level, to the descriptive stimuli embedded in the story.
In fact, according to studies from Princeton University, the brain of the receiver reflects, as in a mirror, the activity described by the narrator. This produces greater understanding, anticipation, and receptivity, which in turn generates confidence. Thus, by creating a story that connects with your audience, the organization builds trust and loyalty.
Storytelling borrows from fiction the mastery of description techniques, narration, and dialogue. It must be consistent with the whole verbal universe of the brand, but unlike advertising or marketing, storytelling is not promotional: it is inspirational.
Building an emotional connection through a story involves creating an atmosphere that describes the situation, as well as touching characters. It also requires a holistic approach, managing short chapters to keep users interested. Offering the whole story in one go means losing the opportunity of building expectation and engaging the audience.
On the other hand, the communicational purpose of the story must be consistent with the identity and the value proposition of the brand. If users do not understand how the story relates to his/her expectations and perception of our brand, confusion arises and the relationship of trustfulness is broken.
A coherent, consistent and attractive brand story arises from its deep sense of mission: why does it exist? The answer to that question demands a story. But it is not a matter of telling what the brand does, but of embedding the message in a great tale with characters and situations that reflect the organization’s purpose in a non-commercial context.
