This is the third post in a five-part series. See post one here and post two here.
Reach back into your memory and recall those days as a child gathered among others in a circle as you enjoyed a new tale. Do you remember how immersed you were in the outcome of one of your favorite stories? Stories are a powerful way to convey information. They’re also a universal form of transmitting wisdom. But before we dive into the capability of visual storytelling (you’ll have to wait until our next blog for that), we want to talk about the power of the storyteller and how this role affects your business.
What Is a Brand Storyteller?
You likely know that the storyteller was the person sitting behind the book, reading aloud, and commenting on the illustrations. But what is a storyteller when it comes to your brand? A brand storyteller is a person, company, or department that constructs and makes choices regarding how a company’s story or stories are told. They translate complex ideas into easy-to-understand stories.
What Does a Brand Storyteller Do?
A storyteller often works within the parameters of a brand’s standards. However, this storyteller has the freedom to choose the auxiliary elements that will go into the story. They also decide on what platform and manner in which the story should be told. These decisions often have nuanced effects on the audience’s perception of the story – and ultimately, your brand.
And, science tells us, that stories remain in the listener’s mind far longer than other modes of communication.
The Role of the Brand Storyteller
You can think of this as the flair a teacher may have put into storytime. In the Three Little Pigs, for example, the story will always be about three pigs and a big bad wolf, but different storytellers will take differing approaches to telling the story. One storyteller may read the parts of the pigs in unique voices or pause dramatically between huffs and puffs. On the other hand, another storyteller may use highly animated facial expressions to captivate the audience. These differences change how the audience experiences the story – and this is the job of the storyteller – to evoke the desired response out of the audience.
The best storytellers highlight the most exciting aspects of a story. They also build suspense to get the audience more invested and engaged in the story. How does this translate to your company? A storyteller highlights your brand values, inspires brand loyalty, and differentiates your company from others through stories.
How a Good Brand Storyteller Benefits Your Business
Stories are memorable. They endear us to brands, and they humanize companies. The best brand storytellers create a framework for your business to use, no matter how much you scale.
Apple is likely one of the most poignant examples of the power of a good brand storyteller. Thanks for the vision of Steve Jobs, the story of Apple has always been the story of someone who dared to “think different.” And their 1984 ad is one of the first pieces of this puzzle.
The creators of this video build suspense both in the action of the ad and the impending release of the MacIntosh computer. They also activate curiosity and create a climax. Most importantly, albeit abstractly, they fold in a conflict – the problem their brand solves – providing better products for those that think differently. And while Apple’s ads have changed a great deal since 1984, they still tell stories with a profound and consistent effect.
Effective brand storytelling results in:
- Brand consistency for increased trust
- Greater control over audience perception of your brand
- Presentation of a problem your company can solve
- Brand awareness and brand recognition
- Greater customer loyalty and retention
- Long Term increased revenue
- A framework for future stories and your brand strategy
Who’s Going to Tell Your Brand Story?
Whether you have an established business or you’re getting ready to launch, an investment in a skilled storyteller is worth its weight in a machine that turns straw to gold. With a powerful storyteller on your side, your business will soar.
Need help telling your visual story in your presentations through expert design? We can help. Unsure of what visual storytelling is? No problem. We will dive into the power of visual design in our next article. Get in touch today.