Today, telling stories is a little bit different – in some ways more difficult. We have less time to spend with each other face-to-face. How often can you get more than 15 minutes of your CEO’s time where he or she may naturally share an anecdote or two about how the company made it through the tough early days? Not often.
In some ways, telling stories today is even more impactful. Today, when a story is captured, it can be shared in so many different ways. Audio (podcast), video, blog format, and even social. There is an amplifier effect that can be applied to the story – tell it once then share it a number of ways.
Building brand awareness can coincide with building culture. Telling those same stories to customers shows them that you are resilient but also human. What’s that adage that people do business with people – or humans do business with humans? What can be more human than telling stories?
Let’s get back to marketing. Telling the story of an organization’s people, history, etc. is part of the evolution of marketing as it becomes more content focused. Companies need to think of themselves as self-publishers rather than advertisers. Our industry has already gone in this direction and, thankfully, some of our clients agree.To see storytelling in action, check out our case study called “The 25th Anniversary.”