Story telling

Stories Unite Us and Build Brand Loyalty

In Media, News, Social by getpromovaLeave a Comment

There’s a good reason that stories are carried from one generation to another, stories build connections and draw us together. A compelling story will elicit emotions, put people at ease, build relationships and create loyalty.

In the corporate world, storytelling is a powerful way to drive brand awareness and can be used as a major component of an overall marketing strategy to engage consumers and keep them coming back to your brand. Albert Mehrabian, a psychology professor at the University of California, once famously broke down communication into 7% spoken words, 38% tone of voice, and 55% body language. This gives weight to the adage that a picture is worth a thousand words. Told well, a story can resonate with an audience and help create an enduring client relationship.

The most successful brands allow themselves to be authentic and vulnerable by revealing a slice of their life. Take for instance the 52-second Super Bowl slots that allow the audience to see how their products can impact someone’s life. Another example is the New York Public Library which uploads classic novels to story highlights on Instagram. The stories feature illustrations, animations, and instructions like “hold the screen to pause the story.” This initiative grew the library’s “Insta Novels” by 75%. The human element of a good story can create an experience that resonates with your customers. And if you can create that connection, they will come back to hear more about what you have to say.

Public relations is ultimately about poignant storytelling. We are bombarded with messages every day, but the ones that stand out often have a powerful human factor. And interestingly, many PR practitioners are citing digital storytelling as a top trend over the next five years. Whether it is a client success story, employee spotlight, or story about your product, with a good story you’ll be able to show your audience something that matters, not just tell them (oh and Google will rank this content higher too!).

So, circle up around the campfire, as the saying goes, and find great stories to tell. It will go a long way towards creating brand loyalty!

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