The power of storytelling: How stories strengthen your brand

Storytelling is a powerful tool to reach, inspire and motivate people. But what makes a story truly good?

What is storytelling?

Storytelling is the way to tell stories, framing a message as attractively as possible in any form of content. We use these stories to increase attention, create and deepen connections and build trust. How do you create a story that immediately captures the curiosity of your audience?

It is even more important for brands to create quality content

The secret of a good story

It took journalist Christopher Booker 34 years to write a book in which he concluded that there are only seven different types of stories. An interesting outcome, considering we have already heard dozens of stories about storytelling alone.

You are undoubtedly familiar with this classic: the Star Wars formula. The hero receives a call to leave his familiar environment and then, despite initial resistance, embarks on an adventure. A mentor helps him overcome the inevitable crisis along the way and we end with a triumphant return.

Then there’s the modern Netflix variant: a poorly communicating agent returns to the place where she grew up and saves the whole world, but at the same time makes her own situation worse (The Bridge, Karpi, Homeland, Marcella, The Fall…).

Whether it was invented by Star Wars film producer George Lucas or generated by the artificial intelligence algorithms of Netflix, people love stories! It’s no wonder that brands use stories to inform, inspire and motivate their target audience.

How to build a compelling story? Our three tips

No matter what kind of story it is, it ultimately comes down to increasing attention and making connections.

1. Attention
It is important to immediately arouse curiosity. For example, by creating a situation that initially seems contradictory or strange. Not “dog bites man,” but “man bites dog.”

2. Connection
Make it highly relevant. Don’t choose the most obvious insights, but those that lie just below the surface such as small secrets that explain underlying behaviours, motivations, pain points and emotions. There needs to be honesty within the story, as this strengthens it and creates recognition. Only then will the target audience feel that “this brand/organisation understands me.”

3. Right focus for trust
One of the strengths of stories is that they are much easier to remember than dry information. In addition, good stories shift the perspective away from commercial intentions and towards a more general and personal goal. This contributes to building trust with the target audience.

Storytelling instead of storyyelling

It is important to use storytelling in the right way. Stories should not only be told, but also packaged in the right way. By reframing your message and linking it to a higher purpose, you create motivation and engagement. It is therefore essential not to confuse storytelling with storyyelling. The difference between the two is that storyyelling focuses on sending the message, while storytelling is focused on creating meaningful connections and trust.

Spread the story

At Matter, we are convinced that storytelling is successful in reaching, inspiring and motivating people. Create the story for your brand or organisation and let our creative team help you.

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