Storytelling

Are you familiar with the tale of the boy who cried wolf? You might also already know the ideal place to kickstart a tech company: a treehouse, a skyscraper, or perhaps a garage? Whether we recognise it or not, each of us is immersed in the world of stories. Remember the last time you shared an anecdote from your day with a family member or when a friend recounted a hilarious mishap from their weekend? Or think back to a time when your grandparents told you tales of their younger days, filled with life lessons and cultural wisdom.

These profound and mundane narratives shape our understanding, influence our beliefs, and connect us with others. Renowned philosopher Yuval Noah Harari emphasises in his book "Homo Sapiens" the extraordinary power of storytelling in shaping the human civilisation. He suggests that storytelling is humanity's unique superpower, allowing us to unite under shared goals and narratives, thereby facilitating our evolution as the planet's dominant species.

Storytelling, in its essence, is a human experience. From ancient tribes gathered around fires to contemporary podcasts and viral videos, we've always been drawn to a good story. The techniques and mediums have evolved in modern times, but the essence remains the same. With this digital age, we've seen the rise of brand narratives, influencer testimonies, and personal experiences that shape consumer decisions. The strongest advantage of storytelling is its ability to connect emotionally with its audience.

When a brand shares a story, it's not just showcasing its products or services but sharing its heart, mission, and values. An emotional connection creates brand loyalty, where customers don’t just buy a product; they invest in a story. Incorporating storytelling into the customer journey can be done in various ways, such as videos, images, social media, or even in-person interactions. A compelling story has the power to evoke emotions, connect with people, and leave a lasting impression. But what are the secret ingredients that make a story truly engaging?

Five ingredients of storytelling

1. Authenticity

People can tell when a story is forced or fake, and it's an immediate turn-off. Authenticity means being true to yourself and your brand, telling stories that genuinely reflect your values and experiences. When you're authentic, you build trust with your audience and create a connection more likely to inspire loyalty.

2. Emotional resonance

A story that evokes strong emotions such as joy, empathy, or inspiration is more likely to be shared and remembered. Emotions create a deeper connection with the audience and help them to relate to the story on a personal level. A story that simply presents facts or information is unlikely to be as engaging as one that touches the heart and soul.

3. Relevance

A story needs to be relevant to your audience's interests and needs. If a story doesn't connect with the audience or speak to their desires, it won't be effective in engaging them. It's essential to understand your audience's motivations and tailor your stories to meet their needs and interests.

4. Simplicity

As Donald Miller, the author of Building A Story Brand (2017), said: “People don't buy the best products and services. They buy the ones they can understand the fastest. A clear story will win every time." A story that is too complex or difficult to understand can quickly lose its audience. The best stories are those that can be told in a clear, concise, and easy-to-understand way. A simple story is more likely to be remembered and shared than one that is convoluted or hard to follow.

5. Strong message or call to action

A story that has a clear message or call to action is more likely to inspire action from its audience. Whether it's a call to buy a product, sign up for a service, or take action on a cause, a story with a clear message is more likely to be effective in achieving its goals.

Storytelling can be used at every stage of the customer journey, from discovery to devotion. At the discovery stage, a compelling story can spark curiosity and inspire potential customers to learn more about your brand. During the evaluation stage, a story can be used to showcase the benefits and features of your offerings. At the transaction stage, stories can be used to personalise the experience and create a connection with the customer. At the adventure stage, storytelling can create a sense of community and inspire customers to share their experiences with others.

Sharing stories of how your product or service has impacted others can create a ripple effect and inspire others to take action. At the devotion stage, storytelling can reinforce brand loyalty and inspire customers to become advocates for your brand. Sharing stories of how your brand has made a difference in the world or in customers' lives can create a sense of purpose and inspire customers to share their experiences with others.

By incorporating these ingredients into your storytelling, you can create a more engaging and effective message that resonates with your audience. Ultimately, building a community and igniting your ideal customers through storytelling is one of the most critical aspects of the customer journey.

Example: Patagonia

One great example of engaging and world-changing storytelling is Patagonia, an American retailer of outdoor clothing. Their story begins with the central conflict: the negative impact of human activity on the environment. The audience is shown images of pollution, deforestation, and other forms of environmental degradation. The audience is then introduced to Patagonia and its founder, Yvon Chouinard, who is shown leading a group of volunteers on a beach cleanup. He talks about the importance of preserving the planet for future generations and the responsibility that businesses have to protect the environment. 

As the story unfolds, the audience is taken on a journey through Patagonia's commitment to sustainability. They see the company's efforts to reduce its environmental footprint, including the use of recycled materials in its clothing and the development of more sustainable manufacturing processes. They also see Patagonia's activism on behalf of the environment, including its support for conservation efforts and its advocacy for policies that protect the planet. Throughout the story, the audience is made to feel a sense of hope and inspiration. They see that even in the face of daunting environmental challenges, individuals and companies can make a difference. By the end of the story, the audience is left with a strong emotional connection to Patagonia and its commitment to sustainability.

Patagonia effectively connects with its core audience through a compelling story that embodies authenticity, emotional resonance, relevance, and simplicity. The company's call to action is to invite its customers to join a community that focuses on environmental conservation, demonstrating Patagonia's commitment to the planet and inspiring its customers to do the same.

Imaginary example: The "Rainproof" Challenge

Descriptive Approach: Our new umbrella, the "RainGuard Elite," uses advanced water-repellent fabric technology. It features a sturdy carbon-fibre frame, an ergonomic rubber handle, and an innovative hydrophobic coating. We've conducted extensive testing in various conditions, from light drizzles to torrential downpours, ensuring it repels water better than other models. Its radius, when opened, is 45 inches, providing ample coverage, and it can withstand wind speeds up to 60 mph. Moreover, it weighs only 400 grams, making it easy to carry.

Storytelling Approach: Meet Sophie, a journalist from Bergen, often touted as the rain capital. She took "RainGuard Elite" on a 30-day challenge, vowing to ditch her raincoat. Come rain or shine, Sophie was armed only with an umbrella. And the verdict? 30 days, 3 of them sunny, wet rubber boots, dry clothes and one umbrella that stood strong against Bergen's notorious downpours. And a dozen friends, eager to snag one for themselves. By focusing on Sophie's story, the storytelling approach humanises the product and makes it memorable, sidestepping the need for detailed specifications.

Imaginary example: Green Oasis

Consider "Green Oasis," a boutique landscaping and garden design company that focuses on eco-friendly and sustainable practices. What sets them apart from other landscaping companies is how they weave captivating stories into every garden they create. When clients approach "Green Oasis" for a garden transformation, the designers take the time to understand the clients' personal histories and interests. Based on this information, they craft a unique narrative that will be woven into the garden's design. For example, a garden may be designed to honour the memory of a client's late grandmother, who loved roses, incorporating her favourite rose varieties and a small bench where the client can sit and reminisce. Or, perhaps the garden is inspired by the client's passion for travel, integrating plants and features that represent the various destinations they have visited.

Green Oasis excels at putting the customer at the centre of the story, creating personalised garden experiences that resonate with their clients. These personalised stories not only make the gardens more meaningful to the clients but also provide a natural conversation starter. Clients can't help but share the story of their garden with friends, family, and neighbours who visit.