Storytelling’
is currently enjoying industry buzzword status. However, no-one seems to
agree on exactly what storytelling is – let alone how to do it well. In this post,
we cut through the hype and reveal the three ingredients you need to harness the power of storytelling
for your brand.
Forget what those creative gurus are telling you: brand
storytelling is not a hot, new invention. It’s always underpinned great branding.
The trouble is, the term ‘storytelling’ has been tossed around so much lately its
meaning has become rather diluted and distorted.
‘Storytelling’ is now increasingly used to describe what
is essentially just well-structured copywriting: a nice intro, a bit of detail
and a satisfying conclusion. It’s become a buzzword – another branding
platitude with no real substance.
The recipe for connection
We
want to change that. For us, it’s not storytelling unless you make use
of the following three ingredients.