Touching the Heart or the Mind?
When
you are telling a personal story to your acquaintances, what details come up
more? The factual information of how you overcame each obstacle or the
emotional experience throughout the conflicting journey?
What
about when you’re telling the story of your brand?
People
proven in a recent study were more likely to respect others when they shared
personal stories compared to numerical facts. This form of storytelling allows
you to connect to the other party and humanises your argument.
Storytelling
help connects your brand to your stakeholders as your mutual values align. Potential
customers become supportive when they can emotionally connect with a person or
brand as compared to numerical information that can’t always be pictured.
Which
statement do you trust more?
“This
skincare is very gentle on my five-year-old child’s eczema-prone skin” or
“Nine
(9) out of ten (10) dermatologists recommend this brand”.
Both
statements may ring true; but not everyone is able to envision nine doctors
lined up, holding the product, and commending its effectiveness nor, do they
want to! When consumers are able to connect their own stories with the brand’s
story, it gives a sense of trust and respect to at least try the product.
Storytelling
doesn’t stop there. There are numerous ways you can humanise your brand to
ensure there is consistent conversation about your products and company. It
doesn’t always have to be you holding the metaphorical microphone.
Employee
testimonials are common approaches to showcase how your organisation functions,
but it shouldn’t simply be “Hi! I have been at this company for 4 years and
throughout my time here, I learnt many new skills and-” It’s typical.
Go
above and beyond.
Have
your employees write a blog, record a video, and be themselves as they tell raw
stories about the values of your brand. It humanises your organisation and
builds trust with not only the consumers but the employees who were given a
voice.
Similarly
to telling your stories with the community - how have you helped them in times
of need? If you had given aid during this pandemic or when floods wrecked their
homes, tell their stories and how they are able to persevere. How have they
found solace in your brand?
You
should not set the bar too low for what stories you can tell and in what form.
As we progressively discover new ways to share messages, brands strive to stay
relevant with consumers. For example, in the realm of social media, consumers
may remember emotional festive videos by Petronas more than their corporate
posters.
There
are countless creative ways to tell a story. Whether it’s what you and your
employees are sharing, or what opportunities you give your consumers to tell
their stories. Like in the case of Spotify with their year-end personalised
playlists – users begin to share their stories about certain songs which brings conversation to their brand.
If
you’re unsure how to tell your story, remember to start from the inside -
What’s the personal anecdotes behind your brand?
Then,
branch out to your stakeholders – What were their experiences with your brand? How
did it positively impact them?
Though,
it’s important to note that you should understand what is the persona of your brand
before you share it to others. In the words of Robert McKee, “Storytelling is
the most powerful way to put ideas into the world”.
Inspiration:
https://phys.org/news/2021-01-people-contrasting-views-respected-personal.html
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