Updated 01 January 2021
Written by Omneya Nabil
Content Alchemist & Brand Storyteller
From the inscriptions of archaic cavemen to stone engravings of the Ancient Egyptian, Mayan and Mesopotamian civilisations, stories have been passed on from generation to the next. The Holy Quran, Bible and Torah have all been delivered in story form. This is no coincidence; in fact, the impact of stories is so great that it’s impossible to clarify in just a few lines.
Simply explained, a story has the power to deliver a message or an idea in a way that’s easy to explain, easy to remember, and easy to pass on. In this post I’ve compiled the most common remarks and questions I’ve heard from the clients I’ve worked with over the past six years. I hope the answers help you dispel the storytelling myths you’ve always believed.
Stories can be simple and casual, like the ones we tell to our friends during a casual conversation. Or they can take on a more serious tone, like those we tell at work or school for giving instructions or helping others understand concepts better. Whatever the use, stories are important in every aspect of life and are as essential part of business communication as any other tool you might have in your communication toolkit. Here are a few storytelling myths I’ve heard throughout my career as a brand storyteller:
Well, of course, we’ve all enjoyed bedtime stories in our younger years. And we still do. We go to the movies, read books, and exchange conversations at networking events and in social and family gatherings. In each one of these situations we are actually hearing and telling stories. Inevitably, stories are at the core of every form of communication, be it verbal or written.
Stories are a powerful source of information. And the human brain is a powerful tool to tell and listen to stories. Why, then, wouldn’t you want your marketing message to be in the format of a story?
Have you ever wondered why storytelling remains such an important concern for modern businesses? People enjoy stories that are captivating, entertaining and imaginative. They also have an inherent desire to remember them, therefore serving as the basis of any effective communication strategy.
A very common misconception is that storytelling isn’t suitable for large corporations or well-established companies. Even worse, I’ve heard marketers say – with utmost confidence – that storytelling works only for startups and SMEs (since they’re still trying to establish their existence). While it is true that smaller companies may have an interesting founder story and journey to tell, there’s a lot more to storytelling than simply sharing how your company started.
There are 7 main archetypes of brand storytelling, only one of which is about your history and journey of success. Think Apple, Google, Facebook, and Coca-Cola. These are all large companies that use storytelling every single day of the year. And it’s remarkably working to their benefit.
“People don’t buy the stuff you make, they buy the story of why you make it” ~ Seth Godin
There’s always a human being on the receiving end of your communications. And humans are wired for story. Whether you’re a B2C or B2B company, you probably use different tools to get to the same goal: generate demand for your products or services.
Today, B2B and B2C companies are indistinguishable. It’s all about H2H (human to human) communication. No matter what industry you’re in or who you’re targeting, your marketing messages address decision makers who are human beings at the end of the day.
Remember that the stories you tell about your business, your people, and your products are what really matter to your audience.
Are you in it for the long haul or are you looking for short-term results? You need to answer that question first and know that brand love and loyalty are built over time. While storytelling is a very effective tool, you must understand that its results are not immediate. Using storytelling will help you build connection and relevance with your audience on the longer term, ultimately turning your followers into brand ambassadors and promoters.
Even if you decide not to use storytelling in your marketing efforts, you need to at least know what your story is and let it be your guiding principle. Remember that your product of service may have several competitors, but your story is the one thing you can’t share with others. If you’re looking for more inspiration to start storytelling, I recommend checking out Why You Need Brand Storytelling.