The science of storytelling: how to communicate brand values through storytelling

People tell stories as long as there is a language to tell them in. We think in stories, remember in stories, and turn almost everything we experience into a story.

In a business context, a strong narrative is often the deciding factor between success and failure, between Just Do It (Nike's world-famous slogan) and the campaign of a forgotten shoe brand "Fila, anyone?".

What is storytelling?

Storytelling is the art of selling through stories, one of the most effective tools for building deep and lasting brand relationships with the audience. Compared to traditional marketing methods, this approach highlights the strengths of a product or company in a non-trivial and non-aggressive way. A brand that conveys its values can turn ordinary consumption into an emotional experience that sticks in the mind of the consumer.

Attracting attention, sticking in people's minds and staying in their thoughts is the essence of storytelling. 

Why do we think in stories from an objective evolutionary point of view, how do we create strong stories, and what are the functions of storytelling?

Why stories helped us survive

In short, our instinct for storytelling is a survival skill, says Karl Alviani, founder of the content and design agency Protagonist Studio. 

In the days before writing existed (for most of human history), the only way to pass an idea from one person to another was to somehow fix that idea in people's minds. It was through stories that people passed on their skills and experience for thousands of years. 

The story touches the ego, exciting the cerebral cortex and evoking certain emotions. It presents a sequence of events that could hypothetically happen and puts listeners in the shoes of the main characters.

The better we can invest our egos in this fictional protagonist — expanding our view of ourselves and accepting the perspective of another — the more memorable the story and idea become.

Many stories around the world unite millions of people in social, religious, cultural, or military action. It can be a global story, like the struggle of Jesus Christ, or a more focused one, like the fight against hunger that brings us together to harvest a crop, or the fight against a common enemy, like the coronavirus. 

And for history to be preserved and live as long as possible, it should be programmed into people's minds.

Stories work when they follow a certain structure

According to numerous studies, people respond most strongly to stories that have a plot.

A typical storytelling structure (think of the plot from the Harry Potter movie): the character has a goal, supported by a clear, understandable motive. But the character hasn't reached it yet, and he or she is blocked by obstacles that create risk and consequences of failure. The character must try his best to achieve the goal. Allied characters and resources are encountered to help overcome obstacles. Once the obstacles are overcome and the goal is achieved (if not, the story is tragic), a new norm is established and remains in place until a new incident leads to a new goal.

Many would be skeptical that this is the structure of almost every novel, movie, TV show, video game any of us have ever encountered. But you can see that this structure has its own specifics.

Why should the story revolve around one human (or humanoid) character? Why must there be obstacles to overcome? Wouldn't it be easier to tell a story about simply striving for something and achieving it? Why should the new norm be different from the old one?

But this is obvious only from the point of view of our own human experience: we know that these are the right answers because they correspond to our values and vision. Because our understanding of the narrative is again programmed, among other things, by our own beliefs.

If a story doesn't make sense, it doesn't work. Our brain and memory will always try to reduce everything to a single scenario. This is how the brain saves its own resources and remembers only what is critically important to the individual. 

That's why your memories of last week's party in the city with your friends may differ from theirs: you are the hero of your story, and each of them is the hero of theirs.

However, such a story scheme is not mandatory. In storytelling, the order of the components can change. For example, you can start with the ending, intrigue with the development, and move on to the cliffhanger. Or you can start with the climax and gradually lead the audience or readers to the resolution. Experiment, but within a certain structure.

History is the customer's experience

User interactions with your product, app, or service can also fit into a narrative. The customer experience can be built according to this scheme:

Each user experience has its own scenario. And the marketer's task is to simplify the number of steps and storylines in the customer's story and fit them into a narrative with an acceptable ending. 

How to do storytelling in marketing correctly

Above, we've seen why storytelling is important as a method of influencing people and what templates it can be built on. Now let's find out how and where storytelling can be used.

Stories are usually used in various formats: advertising, text, video, audio, images on a website, social media, email correspondence, etc. 

Find your unique story 

If your brand or company doesn't have a history, you can talk about the personal experience of the founders, the unique challenges they faced, or a special approach to production or service. 

It's important that the story's plot, main characters, and tone of voice resonate with your target audience.

This is how the Ukrainian embroidered clothing brand Etnodim tells its story:

Apple, on the other hand, uses storytelling to tell how their products help users express their individuality, develop creativity, and stay connected to the world.

Tell us about your values

Consumers today choose brands not only based on the product or service, but also on a shared set of values. Stories that demonstrate your ethical principles, social responsibility, or community support can greatly enhance your appeal to potential customers.

Outdoor apparel brand Patagonia shares stories about its passion for protecting the environment, demonstrating its commitment to producing products with minimal impact on nature. These stories emphasize the brand's values and attract customers who share the same principles.

Share customer success stories

Real-life stories of your customers who have been able to solve their problems or achieve their goals with your product or service are a powerful promotional tool. They not only confirm the effectiveness of your offer, but also help potential customers visualize how your product can change their lives. 

Posting real reviews and photos of customers using products in stories works well.

For example, Airbnb, an online platform for renting accommodation around the world, uses stories of homeowners and guests to demonstrate the unique experiences that can be obtained by choosing to stay through their service. Such stories emphasize the concept of "feeling at home anywhere in the world."

Do not use direct advertising methods

To make the story you want to tell your customers work, don't make your advertising messages too obvious. Use storytelling in your advertising to engage and emotionally connect with your brand, not to sell directly. 

This is how the German concern Volkswagen demonstrated the idea of valuing time and what you have: 

Storytelling is a powerful tool in the hands of marketers that allows brands not only to tell about themselves, but also to evoke emotional responses and form meaningful connections with the audience. Remember that the most effective stories are those that reflect your values, resonate with your customers' experiences, and help them solve their problems by imagining themselves as the protagonist of your story.