“Brand storytelling is a great way to get your point of across, differentiate your brand, and work out new ideas. Today, if you want to succeed as an entrepreneur or leader, you also have to be a storyteller.”
– Richard Branson
According to eminent anthropologist Polly Wiessner the human brain is wired for storytelling and it all started as far back as around 400,000 years ago when our ancestors used storytelling, often conducted around a campfire, to inspire, inform, educate and ignite the imagination.
Richard Branson, who just happens to be a great fan of Wiessner’s work, agrees that the power behind the art storytelling is that you are able to craft a compelling story behind a product, service, company or cause.
Actually, Branson goes as far to say, “Regardless of the medium – in person, on social media, through old fashioned letters, on the phone, or via email – there is nothing more effective and affecting than storytelling.”
The power of storytelling is that it really can resonant, provoke and engage with people in a unique way and most importantly can communicate your point of difference to your audience building engagement along the way.
So, why is storytelling effective?
In today’s modern world we are constantly bombarded with information on the numerous platforms that we use to keep us connected and share our thoughts and opinions.
To stand out companies need fresh and inventive ways to connect with consumers and deliver their message, but people’s attention spans are getting shorter and shorter.
You need to be able to cut through the raft of noise online and as the average human processes images 60,000 times faster than text, by using storytelling to create sensory visually stunning messages, brands are able to grab attention and provide detailed solutions to problems and encourage consumers to invest in the brand’s story.
Storytelling is a universal language and can bring people together regardless of any language, religious or political barriers and has the ability to make brands more human, forge loyalty and inspire action and response.
Storytelling also works well in so many different shapes and forms can be told through a variety of media, such as video, animation, interactive stories and even games.
Some stories are read in article and blogs, some are watched on social media or TED Talks and others are listened to in podcast.