The power of storytelling: How stories strengthen your brand
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.
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.”
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.