One of the great things about my job is I get to talk to people from all walks of life about the power of stories. Recently I was interviewed for a project looking at the importance of storytelling for brands. Here were some of the takeaways, in a handy numbered list.
Feel free to drop some of these bullet points in your next presentation to the board on upping your brand’s storytelling game:
Evaluation of the Interview: Julie Roehm key take-aways:
1. Storytelling is like a classic book . People remember and talk about it and get excited about it
2. A good story needs to be simple . Then it will have a better chance to be passed on
3. A story needs to have a human truth . This also includes key-takeaways
4. Companies need to sacrifice their doing towards their story / product / customer
a. Through pointing out the tough journey but also the final succeeding
b. A story isn’t positive and upraising all the time – nobody is perfect
c. But it needs to be inspiring
5. Do not put everything into one story
a. It needs to be clear how the company makes people’s life easier
6. A lot of profit is wasted in advertising complex products a. Consumers do not get the meaning out of it
7. E.g. Steve Jobs: clear, concise, consistent, dedicated storyteller
a. People wanted to be part of this movement
8. A story gives a company a meaning
9. Question to ask:
a. What is the important part of your brand?
b. This helps to find the true essence of the brand
10. Companies have to be aware of their past:
a. Stories that shaped you in the past will tell the customers who you are
b. Helps to refocus – use it at least as a mind-experience
c. Through the past you’re able to create a legacy
11. It is not necessary to re-invent your brand – it’s far overstated
12. Select channel to communicate according to your target audience
13. Create your story together with your customer – “peel back the onion”
a. Create something useful for them (customer experience) b. Also helps to create the bigger picture
14. Basics, when asking about customer stories:
a. Who’s your customer?
b. What’s the biggest challenge / opportunity?
c. What’s the solution to it?
d. How did your product solve the problem / customer benefit?
e. How is the customer affected by it?
15. Give your customer an experience platform to share their stories a. Inform and get informed