“Every great love
starts with a great story...” said Nicholas Sparks, the author of
The Notebook.
So is the love for marketing, if you love your field of marketing
it would certainly begin from the art of storytelling.
In many manifolds journey is more imperative than destination.
The crux of values, hardships, success, failures, moments of truth lie in an
experience not in achievement.
I respect both destination and achievement, having said that
my interest holds in the story of the process to achieve the destination.
In my views storytelling is a pro form of communication, a
narrative that depicts your brand’s characteristics in a series of events.
Consequently its effect is equal on a toddler or an adult.
It’s about catching
your audience’s divided attention!
In short our brain’s desire for stories is insatiable. All
it needs is a relatable content. Hence, it is inevitable for brands today to
focus on content marketing and present a realistic story which is full of impact.
Many examples of such impressive stories are witnessed in
advertisements of leading brands akin to Marks & Spencer, Coca Cola, Airbnb,
LinkedIn so on and so forth spanning across industries.
(On a lighter note,
Beiber to Rihanna, Badshah to Honey Singh all are backed up by talented set of
storytellers who generate the content which is later presented by these artists
and results in crazy fan followers across the world)
Although the brands which are trying to make it substantial with
limited budgets, may not be able to justify superlative advertising agencies.
Yet this shouldn’t stop the marketing and creative teams from presenting an
illustrious story.
Here are a few of relevant ways to communicate your brand’s
story in efficient budgets:
- - Short Realistic Videos explaining the brand’s origin and its attribute
- - Testimonials
- - Documentaries
- - Theatrical plays
- - Organization’s culture videos
- - Digital conferences
- - Twitter Live, Instagram Live, Facebook Live Chats
- - Brand Ambassadors within and outside the organization
Still, today ATL remains the most luxurious form of
communication, therefore those not willing to advance into it should prefer digital storytelling which is
furthermore interactive and swift.
Henceforth let’s curate and communicate a story that set us apart
from the rest since humans first feel then think!
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