In a world so overcrowded with brands contending for the market lead, there are plenty of techniques and approaches being utilised to grab the attention of customers across the globe.
It’s incredibly hard to stand out and get your voice heard so what can you do to make sure your audience not only see you, but pay attention?
Share your story.
It might sound too simple to be successful, but the art of storytelling can actually be an ideal way to recapture a disengaged audience. Whether you use video or written content, it offers the perfect chance to build personal relationships and share your brand message while utilising something as simple as your brand history.
What is Storytelling?
Think back to your childhood. How often did you find yourself listening to stories, transfixed by a storyline coming to life in your imagination?
The same experiences still take place outside of the childhood settings of campfires, nurseries and school libraries. Now, stories are part of the daily conversations with friends and family; they’re the hilarious anecdotes and tearful experiences that are shared on a daily basis.
Stories also still receive the same emotional response as the childish fairy tales of your youth did. Told well, a good story will spark curiosity and intrigue, leaving your audience hungry for more.
As a result, many brands and advertisers find it a useful tool to implement. It helps them to reach their target audiences and connect to them emotionally. By sharing the brand’s personal story, they form relationships with their audiences, generating the sense of a personal connection that will benefit them when compared to their competitors.
Storytelling can appear in a range of formats. But, at the heart, they all share the same structure. They throw away the structure of boring lists of facts and turn away from the typical information led pieces of content that dominate the news, advertising and general media landscape.
Instead, they have a sequence or narrative that sees people or characters head onto journey. The quest normally integrates an enemy or a problem that the hero must battle or overcome before reaching a successful finale. It is a basic format but, when more depth is added, it can make for a memorable and engaging tale that inspires an emotional response.
This journey is best shared from a first-person narrative. This can be key in the successful sharing of a story as people respond much better to individuals over larger groups. The communication of the story is a two-way process – as people listen, they want to know that someone is telling the story specifically for them. Without that personal touch, audiences can be much less receptive.
Take, for example, This Girl Can. It’s a fantastic campaign that women up and down the country have personally related to and engaged with. To encourage their audience to get involved with the brand and take part in activities, they took a very personal approach.
Wherever you head on their website, you’ll be faced with the personal stories of woman overcoming obstacles such as their physical ability and confidence. As a result, their audience took action. They felt closer to the brand and the women behind it, encouraging them to want to work with This Girl Can.
In one of the lead videos of the campaign, we can see women struggling through their activity, but coming out of it happier and feeling proud of their accomplishments. It’s a storyline that features individuals that the audience can get close to and relate to, supporting the campaign achieve it’s main aim: inspiring women to exercise.
The Importance of Storytelling
When you consider the importance of personal connections in your day-to-day life, it’s easy to see why storytelling is important. It’s simple human nature to want to feel close to other people; so having the opportunity to see the world from their perspective can build on that relationship.
Sharing their outlook on the world can also support the communication of their brand message, strengthening the deliverance of their core values and reinforcing their business’ overall ‘why’. With brand values becoming much more important to audiences, this can provide huge benefits for a business.
Storytelling can capture your audience’s attention, it can make them stop and think and it can make them view the world differently. If you’ve lost the attention and interest of your key audience, sharing a story can be a powerful way to re-connect.
It’s time to share your story.