![]() ![]() Organizations use storytelling to bring coherence to their overarching content and marketing strategy. Different formats can be used, but most commonly corporations choose video, as combining images and audio to craft their corporate story is considered to be the most impactful in terms of telling a complete tale. These messages include talking about the values of a company, introducing a new product or even explaining the founder’s story. Organizations use storytelling to transmit messages in an impactful way. In today’s overstimulating world, conveying a relatable and engaging brand story will be decisive in whether consumers empathize with your organization, and commit to beginning a relationship with your brand. It is about communicating the brand in a story-like format using enticing narrative techniques, as people are not moved by facts and data, but by emotion. Storytelling can be applied to any area of life, including in businessĬorporate storytelling is a trend that has entered all types of organizations. ![]() We experience and understand life through them. Or how much better we feel after watching Love Actually. Stories are essentially providers of references that help us evaluate the world. This explains why we have all fell in love with Jack and Rose as if we were on the Titanic with them. As we tell and consume stories, we produce Dopamine, enhancing focus, motivation, and memory Oxytocin, inducer of generosity, trust, and bonding and Endorphins which relieve stress and create a sense of well-being. It is one of the most natural means of communication, and for this reason we are naturally drawn to stories. In stories, our brain can induce the same hormones as falling in love. Through the millennia and the history of mankind, people gave meaning to life through storytelling. But what is storytelling really about? Let’s discover its founding base. More and more, all types of organizations are using storytelling and shaping stories their own way. More next time on what a story is and is not.Storytelling is a technique that uses stories and their engagement to communicate a specific message and connect with the audience. It may even be fascinating, but it’s not a story. We relate anecdotes to each other all the time- I was at the drugstore and guess who I saw? My old college buddy Aaron! That’s an anecdote, or at least the beginning of one. It’s not, unless a conflict developed at your client site, leading to a crisis, it was resolved in some way, and someone-the hero-changed deeply and profoundly because of it. My next favorite spurious cliché about storytelling is that what happened the last time you visited a client site is a story. They might become the fodder for stories, but stories in themselves they are not. Airplane flights, dentist appointments, and pencils all have beginnings, middles, and ends, but they are not stories. As a definition, this one is not specific enough to be helpful. My favorite wrong cliché about storytelling is the oft-cited “it has a beginning, middle, and an end.” Well, yes. But so do pencils. Stories Are Not about Beginnings, Middles, and Ends Let’s clear away the detritus and get to the core. We forget the boring, the general, and the anodyne.īut let’s start with what storytelling is not. We remember the emotional, the particular, and the violent especially. So storytelling is essential if you want to use the brain the way it’s meant to be used. That’s because we attach emotions to events to create stories and memories. We remember the horrifying stories of plane crashes and forget the stats. They are how our brains work. For example, they are why we all feel that it’s safer to drive than fly, even though the statistics prove the opposite. Stories are even more important than that. ![]() So how do you tell great stories or, more precisely, how to turn your passion, your message, your vision into a great story?Įveryone seems to understand that storytelling is important, because we’re awash in data and information and can’t remember it all. ![]()
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