If you study or work in the area of communication, it is very likely that you have already thought about storytelling, even without using that term itself. Being a combination of the words of English origin “story” and “telling”, this marketing and advertising tool has been used for many years and can be defined as the art of developing stories capable of delighting the public. That is, with elements such as a central axis, beginning, middle and end, as well as attention to characters, environments and conflict.
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To create a good storytelling you need to bet on authenticity. Although this word is easily related to far-fetched and daring ideas, it doesn't take so much pressure on this aspect. That's because the great asset of storytelling is to dialogue directly with the public. With your brand's well-developed persona, you already have a good technical foundation to establish narrative points. The persona includes all the elements necessary to strengthen the identification, which already brings a greater understanding by the public of the character, their values, passions and day-to-day problems, for example, thus automatically becoming something authentic. As a result, you get a believable and engaging story.
By taking this persona into account, the team responsible for the script can already assume other elements that make sense to their audience, such as the setting in which the story will take place. If your brand dialogues directly with offices, for example, it is essential to represent this reality, so that there is immediate identification.
Storytelling should carry a message to the public
In addition to betting on good visual production, it is also very important to be concerned with the message that your brand intrinsically wants to convey with the product or service. And here, it is worth pointing out that simplicity has great strength, since the idea must be conveyed in an easily understandable way and with human and/or emotional aspects. In this way, it will be possible to positively impact a greater number of people, who will keep the transmitted message.
Conflict is another important element in this narrative. It is from there that the audience will understand the situation of the character, assimilate the emotional value of the climax and, finally, better capture the resolution of the problem.
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more humane communication
By investing in storytelling, the brand automatically changes the way it dialogues with its audience, which then becomes more human. These connections are very important for both sides. The brand wins because it starts to have a good, more positive image before the public with values to be respected and the customer wins, because he knows who can perfectly meet his needs and understands his desires.
