Anyone who rolls their eyes at storytelling hasn't understood it

As we put our heads together to develop an editorial plan for the blog, the term storytelling quickly came up. Should we address this topic? If so, how can we explain this concept without our readers rolling their eyes before the first paragraph and annoyedly closing the browser window? Is storytelling even (still) relevant, or is it one of the many (unnecessary) buzzwords in online marketing that have been circulating online for some time?

We decided to give it a try. Just as we had decided to tackle content and inbound marketing and abstract it from the widespread, empty understanding that many confuse it with. Anyone who brushes off storytelling in marketing like an annoying wasp at a summer picnic shouldn't be surprised if they get a nasty surprise and are stung.

< People don’t have 30 seconds to be interrupted – but they always have 30 minutes to hear a great story.

(Jon Thomas)

What Storytelling Is – and What It Isn't

Storytelling is not about 'spinning yarns'. Storytelling isn't directly about campaigns or channels. Storytelling is fundamental to a business; it begins with the initial idea – with that spark that ignites entrepreneurship within us and motivates us to take active steps in the first place.

What was that spark for you? Product features? Price? Optional extras? Or was it rather the desire to change something, to solve a very specific problem? And how did you feel at that moment? Were you overwhelmed and invigorated? Did you want to jump off the sofa immediately and turn your idea into reality? Yes! It was enthusiasm. It was emotions. It was the 'big why' that moved you, wasn't it?

Storytelling is a complete package. It permeates every pore of your business, no matter what it's about. And all of it must convey a very specific message: The reason why. Simon Sinek explains what this means wonderfully and simply in his TedX talk: "People don’t buy what you do. They buy why you do it and what you do simply proves what you believe."

Storytelling is a complex and multifaceted construct of behaviour and thought that can manifest in various forms. It's not only evident in your ad copy or brand name. It also shows itself, among other things, as design, material selection, communication style, and leadership approach. Ideally, we can see, smell, hear, taste, and feel storytelling – perceiving it with all our senses. You and your company must live this story – not just tell it. This is precisely the point that many companies – even large ones with huge budgets – fail to grasp.

Emotions as the Driver of Storytelling

The direct derivation of the 'why' and simultaneously the only sustainable driving force for brand storytelling are emotions. Whether we like it or not, it has been proven by many studies: people are nowhere near as rational as many economics professors would have us believe with the Homo Oeconomicus model. No, we are deeply emotional beings who make a large proportion of their (initial) decisions based on feelings.

Don't believe me? Do you believe a neuroscientist?

< Emotions are not a luxury, but a complex tool in the struggle for existence.

(António Rosa Damásio)

... and they play a significant role in human decision making!

Brand supporting storytelling springs from the emotionally charged core of the company and succeeds in igniting the same emotions in its target audience. It's that part with which customers want to connect. It's not (just) the tagline or the 'About Us' page on the website. It's the bond that holds all company actions together and gives meaning to the entire organisation.

The 3x3 of Storytelling

So much for the philosophy and theory of storytelling. Now it's time for practical tips and a handful of examples.

THE THREE BIGGEST STORYTELLING MISTAKES TO ABSOLUTELY AVOID

• Being guided by the idea of a completely rational person who only uses their brain (instead of heart and gut) for decision making
• Focusing on facts and data instead of the benefit and value for the target audience
• Starting with the product or company

Why are these three approaches wrong? I've already explained points 1 and 2 in detail above, but what's wrong with the third point?

Even though I defined storytelling above as a complex overall construct, we can and should break this understanding down into smaller 'units' to make it more tangible. These units can be implemented through individual storylines, and each of these 'stories' needs a hero. In brand stories, however, neither the product nor the company is the hero – it's the customer! The customer is the most important character in the entire storytelling process, because they have the problem that your product can solve.

THREE WAYS TO QUICKLY AND SUSTAINABLY IMPROVE BRAND STORYTELLING

• Concentrate on a specific buyer persona, because successful storytelling must be target audience focused. Who is the audience? What do they want to hear? What problem do they want solved? Which emotions appeal to them?
• Invest in your About Us page. As mentioned, it's not the centrepiece, but an important part of your storytelling. Studies regularly prove that this page is one of the most read on a website. We must utilise this potential.
• Let existing, satisfied customers talk about how your product helped them. Nothing is as credible as the gratitude and endorsement of enthusiastic customers.

THREE EXAMPLES OF HOW TO SUCCESSFULLY USE STORYTELLING:

• Fairphone – Buy a phone, join a movement! The tagline basically says it all. Be part of a higher idea, make a statement by buying this smartphone. The makers of Fairphone start from an individual need, but also a social responsibility, and link both in their product. The smartphone is good, has great features, a reasonable price, but the most important thing is that the customer becomes part of a committed community that wants to change the world. This core message runs through all communication channels and is reflected in all actions.
• TED – Ideas worth spreading! It doesn't always have to be products or a profit oriented company; associations, NGOs, and political parties can also engage in storytelling. TED is a great example. Their website states: "TED is a global community, welcoming people from every discipline and culture who seek a deeper understanding of the world. We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world." Here, too, you become part of a community. Through the talks and events, we as listeners become protagonists of the overarching mission, because we are empowered to actively change the world with our actions. Whether you watch, listen to, or experience TED, you feel the "spirit".
• IKEA – a beautiful home for everyone! Furniture definitely isn't among the most emotional products the market has to offer. However, IKEA has managed to set itself apart from other furniture stores and develop into a credible "IKEA Family". The 'why' behind it: they want to offer everyone the opportunity to have a beautiful home, regardless of their budget. Feeling comfortable at home, on the other hand, is very emotionally charged. Each and every one of us can empathise with this feeling and understands the message – and no one would disagree with it. IKEA is also a great example that storytelling doesn't necessarily involve (a lot of) written content. So, storytelling is not a part of content marketing, nor is it synonymous with it. Storytelling encompasses the entire company.

And They Lived Happily Ever After...

The topic of storytelling is extensive and can hardly be covered in a single blog post. Nevertheless, I wanted to try and provide an overview of some important points. I hope I was able to clearly show that the concept of brand storytelling has nothing to do with sporadically placed campaign ideas and incredible company stories. It's about connection, community, and credibility, about imbuing the product with meaning (for the target audience) and truly living the emotions you want to ignite.

Implementing the concept is neither quick nor easy, but it is fun, inspiring – and effective. Or what do you think?