The art of storytelling may very well be as old as fire. Throughout history, fireside storytelling has been known for its ability to convey a message to any large group of people. It’s just human nature that when we hear a great story we want to interact, engage, and even re-tell it.
Today there are a million ways to reach consumers, and yet—advertising-as-interruption is becoming extinct, while advertising-as-interaction is alive and well. When people are opting-in, basically they are saying, I choose to listen—all of the sudden, the need for a good story is evident.
So, if you’re looking to build greater brand loyalty, it’s inherent that you need to create better brand interactions—and one way to better brand interactions is to tell a compelling story. After all, a big part of what pulls us all together around that campfire is, indeed, a great story.
An example of great storytelling is TOMS Shoes. Founder Blake Mycoskie has created a business model that allows him to provide one pair of shoes to a needy child for every pair of shoes sold. It’s what called a “One for One Movement.”
On the company’s website, the brand story is woven throughout the ecommerce experience, encouraging people to share their story. They even have online documentaries about the changes TOMS Shoes and its consumers are making. They’ve created a story that consumers not only want to listen to, but want to be a part of.
To quote its founder: “I realize the importance of having a story today is what separates companies. People don’t just wear our shoes they tell our story.” (For more from Mycoskie, you can read his recently released book “Start Something That Matters.”)
Consider the bigger picture you are painting: Each and every time you engage the consumer, in every form of media in which you are doing it, you are sharing part of your story. When considering media (where it lives, how it lives, and what it says), your story needs to be relevant, informative, entertaining, and, of course, on-brand.
So ask yourself—is your brand telling a good story? If not, maybe you should get one or run the risk of being ignored.
