Storytelling for success: Two proven ways to connect with your audience
Businesses have the opportunity to bring their brand to life and connect with their audiences on a deeper level through the power of storytelling. There are two simple routes for them to bring alive their brand and connect with their audiences on a deeper level.
?1. Share relatable stories
2. Share emotional stories
You can tell stories through articles, videos, infographics, photo essays, and podcasts. Whatever the medium, weaving relatable, emotional stories into the brand's messaging always results in a deeper connection with the audience and increased engagement.
?Three companies that have forever fascinated me with their storytelling are Tata, GE and Bayer.?
?Tata Leads the Way in Storytelling
Tata, my personal favourite, was a pioneer in storytelling in India. In the year 2000, The Information Company (TIC) was invited to design a web presence for the Tata group, one of the biggest business houses in India.
The task for us was to change the group’s perception. We advised them to treat the site like a magazine and tell stories. We identified media as the key stakeholder for changing perception and began writing and publishing stories that media would find interesting. Week after week we were telling new stories on the site – growth stories, business stories, people stories, community stories.
The strategy worked. Media started picking story ideas, they even reproduced the story as is saying courtesy tata.com. Within a year traffic grew 33 times. The upward trend continued, and we told their stories for 18 years.
?Much has changed since they first began on this journey, what remains unchanged is storytelling as core of Tata's content strategy. Discover their stories at?https://www.tata.com/newsroom.
GE Weaves Storytelling into their Brand Fabric
Storytelling is a crucial aspect of GE's brand strategy. Through articles, videos, and podcasts, they showcase how their people and technology are positively impacting global issues, improving lives, and disrupting industries. Discover GE's stories at?https://www.ge.com/news/.?
Bayer Brings Stories to Life?
Bayer recognises the value of storytelling that resonates with its audience. As a global leader in health and nutrition, it is committed to pursuing innovations that improve the lives of people around the world. From climate change to food security, Bayer shares these crucial topics captivatingly and brings them alive with high-quality, vibrant pictures. Explore their stories at?https://www.bayer.com/en/.
?These are three of my favourites. What about you??