If you have any facts to communicate about your brand, best strategy is to find or create story that allows the ultimate message to emerge, or at least motivates the facts so the customers are more likely to be heard.
A story is here defined as a narrative that portrays actual or fictitious events or experiences with a beginning, a middle and an end. It provides visibility and energy to brands and persuades or inspires customers over an extended period of time.
According to Flannery O’Connor. An American storyteller, “A story is a way to say something that can’t be said any other way”
Always find a way to turn the facts into a story, like by telling how your business started, how your small idea yielded a superior product/service or even how your customer used that product/service to fulfill their dreams.
In Digital age, content is always a King, and stories are the key to content. The social media audience isn’t passive, it is in control. It involves itself in messaging only when it is intrigued by content. Thus, content drives success in this new era.
Facts, no matter how compelling, rarely gain the attention or processing necessary to emerge from a crowded media platform.
Usually, stories provide a way to break through all the distractions, disinterest and content overload and make an audience take notice.
People get attention when they hear someone say, “I’ll tell you a Story”, because a story is much more likely to be involving than a set of facts, it can also keep customers attention and linger in their memory.
In this Digital era, organizations may feel pressure to be relevant, as stories have become a hot topic in Marketing Communication. Many firms have added processes and structures that enable them to find, create and evaluate strong stories, and present it in a compelling way.
The story should attract the eye and the mind, offering some combination of thought-provoking, novel, information, inspiring, exceptionally relevant, humorous or awe-creating content. Like, think of any story that has stuck in your memory, and also identify what makes you to remember that story.
Your story should make customers to involve in that. You empathize with the characters. The plot becomes important. The result is usually, but not always, a cognitive, emotional or behavioral response.
A story will have a message about your Brand, that is relevant to its customers and clarifies and also enhances the following points.
- Your Brand vision
- Relationship with your Customer
- Values of your Organization
- Present and Future of your Business
Finally, a story is a strategic asset that provides visibility and energy to the brand and persuades or inspires both employees as well as customers over an extended time.