Stories motivate, inform and inspire. Like campfire stories of old, they are memorable because they invite the audience to “actively participate” and absorb key points by relating to the narrative elements. Because of this, storytelling is a powerful tool for brand communications (and let’s not forget social media too).
Don’t limit yourself to just thinking about a story as a book. A “narrative” can manifest through many different mediums: think about video, social media, presentations, events, and more. While it’s tempting to fall in love with the medium, think about the message first.
I’ve combed through a few of my recent bookmarks to help inspire thinking about your next brand story.
It’s fitting to start this post with this article about how it important it is to set the tone, in the beginning, with every brand experience. As the article states: “What do ‘Raiders of the Lost Ark’ and Ikea have in common? They both create overtures – opening sequences that communicate what comes next.”
A gem from a Costo-published magazine. Stories can help share the authenticity of an organization. And “When you tell a story, people understand what the mission is and they understand how they can enact it.”
Now that another Savage has mentioned this has fine story (although a bit like “Dynasty” for the nostalgic set), I’ve been thinking that I should start watching. Now that I know it’s a blueprint for storytelling, I can just pretend it’s homework for my next marketing campaign.
Pixar story artist Emma Coats posted guidelines that she learned from her more senior colleagues on how to create appealing stories. Tweetable, and yes, there is a book too.
Before you embark on any story, it’s useful to know the universal themes that appeal on a basic human level. “There are five of these basic stories: the quest, the stranger in a strange land, rags to riches, the love story and the tale of revenge. Each has its own structure and its own situations where it’s useful.”
The best stories are one that let the audience relate and draw their own conclusions. “Stories are how human beings spread ideas that are important or interesting to us. Storytelling is as old as mankind. We tell stories in many ways – using words, images, sounds, gestures and expressions. Storytelling is at the heart of how we communicate with one another every day.”
Here are a few Twitter handles you should follow if you like the links above.
And this found infographic below is posted on the Savage Pinterest “top-notch infographics” board, so be sure to look there too.