So what does it take to tell a good story? Authenticity would be at the top of my list. Followed closely by good intent – it’s important that you share your stories to help your listeners or guide them to a desired destination. Nail those two and the story will develop itself.
When and where do we use storytelling? The simple answer – every chance you get. But take a look at our short list and maybe you’ll see some opportunities to start using stories to build your brand.
What is storytelling all about?
• Storytelling is the great equalizer. In order to succeed in any endeavor, business or personal, we must develop relationships built on trust. Stories help to develop almost instant rapport with an audience and open the door to trust.
• Storytelling clearly and quickly communicates complex ideas. Listeners can grasp and retain the most important point of complicated propositions or processes when related in story form.
• Storytelling is a powerful instrument of persuasion and influence. It sidesteps the potentially contentious proposition of relying on logical arguments. It instead appeals to creative, right-brain thinking and invites an emotional connection to the material presented.
• Storytelling is your personal business card. Stories can help you communicate who you are and what you represent. In today’s low-trust, low-see and low-feel business world, stories can be your most effective differentiator.
• Storytelling communicates and builds value systems in organizations. Stories gain power in the retelling. Stories that are told and re-told about an organization’s history or leaders shape its values and culture.
• Storytelling encourages collaboration and unifies teams. Sharing stories can accelerate the process of coalescing individuals and groups into teams.
• Storytelling builds community and promise. Leaders use stories within an organization’s informal network to clarify standards, reinforce messages, dispel rumors and build support for their vision of the future.
• Storytelling ignites action. Storytelling subtly stimulates the listener to co-create an idea with the teller. It is a “pull” strategy that coaxes listeners into imaging an outcome and begins the process of implementation in such a way that there is no gap between knowing and doing.
• Storytelling ensures memorability. Memory is largely a function of the number of brain synapses engaged by a particular activity. Storytelling engages individuals aurally, visually, and kinesthetically which increases message retention and memorability.
What’s your brand story? How have you successfully used storytelling in your marketing?
Please share your stories with me!