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Storytelling Is One Thing, But Brands Should Remember this Essential Detail
I recently discussed the powers of stories that unite us, and you’ve probably heard your fair share of stories in your lifetime. From teachers, from grandparents, from best friends, from colleagues. Stories are everywhere.
Think about the stories that you recall most vividly. Not the ones you’ve read — the ones that were told to you.
You probably remember the flow of the story, from the setup to the action and the conclusion. Perhaps you remember the characters. You might even remember some of the actual lines verbatim.
But there’s one thing that you almost certainly recall: who told you the story.
As brands continue to grapple with and adopt this marketing term we call “storytelling,” that’s one fact that seems to go by the wayside. If we’re trying to connect emotionally with customers, employees, or whomever else is our intended audience — and we’re trying to do it through stories — the only way to go about that is to have a human being doing the talking (or writing).
Why? Because the best stories convey how the storyteller felt. And an institution (like a brand, a company, etc.) doesn’t have feelings. People do.
