Posts Tagged ‘Case Studies’

I’ve been attending a lot of Webinars and movies lately, which has made me more aware of the power of storytelling.

It’s an aspect of branding that my new book does not go in to.  My new book focuses more on the nuts and bolts, the “equation” if you will, of what and how to communicate your brand clearly.   Yes, it’s important, and if you don’t know those fundamentals, you will not be as effective in building and controlling the perception of your brand.

But storytelling adds an aspect to your brand that is irreplaceable. 

We become used to storytelling from the earliest age, when it was unimaginable to go to bed without a bedtime story.  As we grow older, we study both secular and religious literature, not simply to be well educated, but to till the fertile fields of imagination, socialization, morality and human attachment.

Great communicators understand that a concept or idea is all good and fine, but if we give that idea a context by telling a story, it helps us to remember it.  When we remember it, it’s natural to then discuss it later among peers, friends and family.  It is the context that drives the point home – context which explains and explores the multi-dimensions of any concept or idea.

As a business communicator, I frequently write about or present case studies about how company A bought company B’s product and got XYZ results.  Many of us do this on a regular basis.  But how often do we think, when coming up with one of these case studies, that what we’re doing is actually telling a story?

Would thinking of it that way change the way we wrote?  Would it make it more personal, and therefore, more memorable and maybe (gasp!) even more emotionally engaging?

It makes good business sense to ask these questions, because studies show that the purchase decision is influenced heavily by the way we feel about the purchase.  This means that emotional engagement simply can’t be dismissed when we think about how to communicate with one another about our brand value.

This it could – and should – change the way we tell our stories to one another.  In the age of “virtual” communications, where email, videos, tweets and blogs replace face-to-face communications, it’s the people who can tell stories effectively who emotionally engage their audience and will be the most effective as a result.

So how do you tell a good story?  Humm….sounds like a good question to explore in future blog posts.


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