The Power of Stories: From the Graveyard to the Heart of Humanity

In 2017, Viola Davis took to the stage at the 89th Oscars and opened her acceptance speech with an unforgettable reminder: "There is one place that all the people with the greatest potential are gathered, one place… and that's the graveyard."

“Stories”, she continued, “are the essence of unfulfilled dreams, the chronicles of love and loss, the collective memory of humanity outlined in words and emotions. They are the buried treasures, waiting to be exhumed, shared, and cherished.”

I often think about her words and the profound affect they have had on me throughout my career. Finding meaning through the art of storytelling is intrinsic to my life and I have always found connection and understanding through conversations with strangers, friends and loved ones. Recently, I undertook the West Highland Way and found that chatting with friends and fellow walkers along the way was such an important part of the experience, it had me thinking about the power of storytelling in our everyday lives.

Storytelling is an art that has been passed down through generations, a universal language that goes beyond cultural boundaries. People have an insatiable appetite for stories that has been translated into literature, music, and entertainment, as it as a powerful tool that shapes the way we perceive the world. Storytelling has emerged as an innate element of marketing and in this digital age, where people seem to be disconnected and apathetic, the ability to craft and deliver compelling and meaningful narratives is invaluable.

I have been on a journey to understand how I can incorporate effective storytelling into my work. Marketing has historically been about selling products to mass audiences but there has been a real shift towards building connections with people. A well-told brand story can evoke emotions, build trust, and establish loyalty across many audiences. I’ve found this to be crucial to my experience as a marketer, as my work has become more rewarding because I try to be more understanding of people and want to connect with them.

A convincing story can differentiate your brand from competitors and create a unique identity. Whether it's the origin story of a small artisanal bakery or the sustainability journey of an eco-friendly brand, these narratives resonate with consumers who align with these values. When I was developing our Journey to Change campaign, I felt it was important to consider what would resonate with people and think on what Scotland really symbolises for our audience. I wanted to convey the spirit of Scottish people, their innovation, creativity, and deep cultural reverence for storytelling. Learning how to tell a brand story is possibly one of the most important skills marketers can have today.

Effective communication is at the heart of every successful effort, whether it's within an organisation, between teams, or with external stakeholders. A well-crafted story can turn a routine presentation or dry report into an engaging and memorable experience when you incorporate personal experiences or contextual information, making complex information more digestible.

As marketers, our pursuit for deeper understanding should be endless, learning more about the world we live in and the audiences we serve. What sets stories apart is their ability to transmit both knowledge and significance. We learn through observation, personal encounters, and the act of sharing these experiences with each other.

Whether you're a marketer, communicator, educator, or brand strategist, harnessing the power of storytelling can elevate your efforts and help you connect with your audience on a deeper level.

This team-focused blog series shines a light on members of the VisitScotland Business Events team, offering personal insights on the work they do within the business events industry. We hope to learn from one another through these blogs and showcase some of the amazing work being done by our people and celebrate their achievements.