Don't let the title fool you. You were born a great storyteller. Storytelling is the fundamental way human beings communicate. Everything we say tells a story. You do it already in every aspect of your life. So, baby, you were born this way.
Storytelling for brands is no different. Every brand, product, offering, service, thing-a-ma-jig and whatchamacallit has a story to it--a history, a purpose, a reason why it's important. As creatives, our job is to make that story come alive and then make it matter to the other person at the receiving end of each touchpoint. So how do we tell great brand stories that make a difference?
We worked with DocuSign to create testimonial videos. Instead of following the corporate interview template that so many other brands do, we were inspired to tell a story of DocuSign use in the out-of-the-office setting of Hawaii, with real customers. The result was an an attractive story that brought DocuSign's product offering to life in a meaningful way. Audiences loved it. The steps we took to tell this story were simple, and we're sharing them with you today.
3 Steps to Become a Great Storyteller
First, get your facts straight. Great storytelling starts with a thorough understanding of what you're talking about. It involves research and a complete comprehension of the subject matter. It also requires a great understanding of your audience and their preferences. Think about what facts are important for your audience to understand, what reasons they have to believe, and what statistics will make your offering different. If you do this, you're already on the path to creating a great story.
Set the mood. Having the facts straight on the audience and subject matter will allow you to develop story types that could best resonate with your audience. For instance, the Millennial audience who has a greater mistrust of brands, might trust a brand story that features real people instead of actors. If that's the case, you can start to create relevant stories that feature real people and go from there. In essence, setting the mood is about sculpting the personality of the story, so that your audience can consume it better.
Finally, be fearless. Creative development is tough, not because it's "hard to do," but often because rejection is hard. Great brands are fearless storytellers. They take on tough issues, and tell tough stories that others shy away from. They may add a flavor of social discourse at times, or take a stand on how things truly are in the world. It's risky to take a stand for something, but the end result is that you're able to differentiate your brand, offering, or products from the other noise that we regularly tune out.
If you're looking for more insights on how to tell great stories for your brand, connect with us today, or reach out to me directly at firstname.lastname@example.org.