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What is Storytelling?
Stories and tales have always existed. It's an art form that has always been part of history, as a way of expressing and transmitting knowledge. The magic of storytelling creates lasting connections .
“ Facts tell, but stories sell ”
It's a way to share experiences, information, and adventures that spark the imagination. Stories have always lived in all human beings because without stories, there is no past and no future.
At our digital marketing agency, we know the importance of storytelling is that it creates an environment where there is a sender and a receiver. Someone who communicates and transmits, and another who receives and interprets subjectively. We've loved stories since we were children. It's to connect with the audience .
The difference between brands that tell stories and those that just sell products is the connection that goes beyond the product. Ultimately, they're the ones that foster a lasting relationship, choosing and building loyalty over selling. How much more can we engage an audience when there's a story to go with it?
Examples of great Storytelling
A great example of storytelling was achieved by the Johnny Walker Whisky brand with its "Keep Walking " campaign , featuring the man who walked the world. There are brands with a history and track record that have been able to use resources to create stories, and this brand is a great example of this.
The resource found in this case turned out to be brilliant. The brand stories are told by people walking, recalling the brand's icon and its motto "Keep walking." In this campaign, actor Robert Carlyle —remembered for his role in the film Trainspotting— tells us the brand's Founding Story. The Glaswegian actor's strong accent adds the finishing touch to the brand's credibility. The important thing is to achieve the connection we seek to generate between the brand and its audience by highlighting its core values.
How to do Storytelling?
Data has shown that audiences connect better when there's a story behind it because they connect with every word or image until it becomes their own . Those words are memories, longings, nostalgia, or joy, but they produce an emotion. A feeling of closeness. And that connects.
Audiences can forget a brand, but they can't forget how a brand made them feel. It's proven that the human brain is wired to enjoy and remember stories. But how do you tell a good story? How do you connect emotionally with an audience when telling a story?
The key is cultivating connections and boosting engagement by 500%. Communication, combined with storytelling , creates connections, invokes passion, and creates engagement , since emotions are involved, effectively working with the mind to connect in ways that drive action .
Storytelling in marketing
The key lies in shifting from selling to creating human connections in the way they matter. They balance credibility and loyalty to focus on relationships. They work on the creative side of the mind, where trust and connection were cultivated, creating conversations and relationships that are worthwhile. They are more memorable and dynamic.
Storytelling Templates
There are many ways to create good stories. However, the best way is always to start from the roots. To dig deep into the company, getting to know it thoroughly. That's why we'll explain the SWOT technique. The SWOT technique includes the company's weaknesses, the threats in its environment, the company's strengths, and the opportunities it may have in relation to its environment.
In this case, we analyze the company to understand its position as a brand and in relation to its environment, identifying its weaknesses and turning them into opportunities. Try it!
Product Storytelling
With the evolution of the internet, brands must reinvent themselves. Today, consumers have the freedom to choose what they want to see, which is why what they are told is important. Today, to position products, it's not enough to simply sell them as is; it's necessary to turn to stories and build a concept behind them that differentiates the product from others and connects with an audience to generate consumer loyalty .
Examples of Product Storytelling
Do you know the TOMS brand? You probably do, because they were all the rage, and they're just "espadrilles." The story goes like this: Blake Mycoskie , an American who went on vacation to Argentina, saw in traditional espadrilles a socially responsible business opportunity .
Through its One for One philosophy, it managed to differentiate itself and inspire. For every pair of shoes sold, TOMS donates another pair to underprivileged children in different countries. By adapting the most modern designs and offering diverse variations in appearance and the structure of the espadrille to a more fashion-conscious consumer, it managed to build a story that connects and provides a reason to buy that goes beyond a purely functional benefit. It managed to build a movement and not just stick to a product.
"The secret to a brand's success is based on the story it tells."
It's necessary to have a deep understanding of the company or its values to speak from a perspective of knowledge and history, addressing the uniqueness that makes the brand unique. On the other hand, it's essential to create an impact on the user , and the more positive the better. Create sensations.
There's no point in telling a story if it doesn't evoke emotion in the user, as the ultimate goal is to build loyalty and attract long-term purchases and sales. There are storytelling resources to create stories that are worthwhile.
Myths and Archetypes
The term "Myth" comes from Greek culture and refers to a traditional story, usually fictional and spread by word of mouth, that tells of prodigious or extraordinary events, starring demigods, monsters, heroes, or fantastic characters.
On the other hand, archetypes are universal symbols , which are part of the collective unconscious of a culture. They come from experiences such as the loss of one's home, the individual's initiation into maturity, love, envy, hate, among other feelings. In popular narrative, there are perfectly defined archetypes, which were transmitted through stories from generation to generation and have been defined by the great Carl Jung .
How will you define your next story to sell?
