There is no doubt that telling a story well is a powerful way to win over audiences. Brands that build a well-constructed storytelling concept achieve better market positioning by connecting emotionally with stakeholders, defining a clearer position and staying top of mind.
Storytelling has been part of human history throughout the ages, from ancient Greek narrators to minstrels in the Middle Ages. Elders and shamans entertained the tribe with stories by the fire at night, and the poetic stories of ancient Greece were accompanied by lyres to heighten their heroic narratives. Those same instincts underpin today’s commercials and the formats we use for cinema, TV and platforms like YouTube, TikTok and LinkedIn.
Generating trust and connecting with audiences
Storytelling is an integral part of communications strategies and marketing plans, because it lets you build a story around a brand and create an emotional bond with the audience while carrying the values and messages of the organisation. A narrative built on a theme and characters humanises an organisation and creates a connection with target groups. An engaging story also deepens the audience’s engagement with the brand, which matters more than ever in the age of social networks. When the strategy and the story are well developed, the results for communications and marketing tend to be very positive. Take a moment to think: how many stories could your company tell?
Defining audiences and choosing formats
For a successful implementation, you must define the audience you want to reach. This is a fundamental step in any marketing or communications strategy, and it lets you shape stories so that the audience recognises itself in the narrative. With an established audience and clear objectives, you can work on the plot. Within the story, the key messages of your brand need to be clearly visible.
Remember that a picture is worth a thousand words: stories are not told through written language alone. Many formats can carry a story and your key messages, from photos and graphics to video and animated infographics, and most can be measured one way or another.
One story, many channels
Your story can be translated into multiple formats and used across many channels so the content achieves maximum exposure. This way the content becomes a strategic asset: from one story and a master set of content you can work across platforms, from classic media relations to social media, partner communications and your own website, supporting search engine optimisation and content marketing.
How to get started
There is no single way to tell a story. What matters is that your story is based on the key values and messages that define your brand and set you apart from competitors, and that it is authentic. Stories often contain personal experiences; they can be humorous, emotional or educational. GlobalCom teams have supported many companies in developing their narrative and content across their PR and marketing activities, from B2B technology firms using trade and social media for peer-to-peer communication, to organisations using storytelling for HR and talent, to consumer brands building a story with a wide audience. The right angle, approach and format differ by industry and audience, but with the right support, storytelling becomes a highly efficient element of your PR and marketing strategy.