Last edited on July 18, 2021 by Digitiz
Very popular recently, storytelling is now one of the most effective levers for building and maintaining your reputation. But how could telling stories help achieve this goal? Are there specific rules to follow? Close-up on this practice, already widely acclaimed by major brands!
Definition and origin of storytelling
Literally, storytelling is “the art of telling stories”. This is a method used in communication which bases its speech on narration. In principle, you can choose to tell the story of your brand, just as you can create a completely fictional narrative. The key is to grab your audience’s attention, move them, and inspire them to engage with your brand.
Today, storytelling has become highly prized, especially across the Atlantic. But if we look more closely at the literal meaning of this expression, you will agree that the art of telling a story is a practice as old as time. Taking the example of La Fontaine’s fables, the author stages a captivating scenario to instill moral values in his readers. Without resorting to an argumentative speech, he manages to convey a profound message. It’s all a question of subtlety. It is this awareness of the effectiveness of narrative style that created storytelling.
Why use storytelling?
In an environment where consumers are less and less sensitive to advertising, it is difficult to capture their attention on a product or service. For them, traditional marketing campaigns have indeed become too intrusive, even aggressive. Most people no longer take the time to watch an advertising message, read a marketing email or even less listen to a salesperson give them a long pitch. And whose fault is it? For too long, they have been questioned at every turn: in the street, at their home, at their workplace, etc.
To pique their interest again, you need to think about adopting another approach. By opting for storytelling, you humanize your speech to more easily convey your message to your target audience. Indeed, it is easier to attract the attention of your audience with a great story rather than a long sequence of facts and arguments. By playing the emotion card, you make them more receptive and at the same time gain their support for your brand.
How to do storytelling?
Mastering storytelling requires several qualities. The first requires know-how in the art of staging. You need to set the scene, including specifying the place and location, introducing and describing the characters, and highlighting the context. The goal is to create images in the minds of your audience, just like in any narrative work. It is also essential that you have great creativity. Your story must arouse emotion in your target, capture their intention and convince them to support your brand.
In practice, storytelling requires perfect knowledge of your target. To know what type of story this one might be sensitive to, you need to look at its specifics. In B2B, it involves answering various questions: what type of clientele are you targeting (companies, employees, media, etc.)? What are the characteristics of your target audience (sector of activity, number of employees, turnover, etc.)? What is he looking for? Where is he ? Once you have gathered all the data about your target, it will be easier to determine which language to use to reach them. Note, however, that storytelling is intended to be fun and complicit, so avoid being too formal.
Furthermore, it is essential that the story you tell, whether fictional or real, is in perfect agreement with your identity. This sincerity will be perceived by the public, who will then rush to follow you to find out the rest of your story or to learn more about your brand. Remember that the main objective is not to sell a product or service, it is rather to ensure that your brand gains the attention and affection of the public. In this sense, be proud to tell your story and do not hesitate to use different media to get there: videos, articles, podcasts, games, music, etc.
In what contexts can storytelling be applied?
Thanks to its effectiveness, storytelling is used in many areas, starting with brand content or content marketing. In this case, it allows you to elevate your brand to a mythical level.
We can particularly take as an example the Levi’s brand which remains a benchmark in terms of storytelling:
Levi’s Intro – Storytelling from timonlaurent on Vimeo.
Storytelling can also be applied in the field of advertising. Instead of trying to create a persuasive commercial that your target audience might not even watch, wouldn’t it be better to capture their attention with a cute story? Among the most talented brands in this area, Coca-Cola stands out from its competitors by advocating optimism, a return to innocence and sharing in its advertisements.
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