The truth is that ours is a sector very prone to using English-speaking terms and often to developing new concepts that aim to be more relevant than the previous ones. The power of “Storytelling” has been talked about for a long time, but then it was questioned in favor of “Storydoing”, which was also replaced by the relevance of “Storygiving” and, as if that were not enough, also of “Storyliving”. A lot of times we use the word “story” but we really mean “narrative.” Does anyone understand?

Be that as it may, at the center of it all are the stories that humans have been telling since the days when they lived in caves. They have helped communicate ways of survival, comfort the mysteries of life, convey beliefs and values, and even provide entertainment. These stories provide an opportunity for people to recount their own experiences and generate shared feelings with those around them. Stories dress up facts with emotion. Therefore, storytelling in business is a way to engage the audience with memorable messages with greater impact than telling the facts themselves.

Brand story or brand narrative?

The Brand Story is based on a business-centric model. It tries to emotionally convey why we are important, how we do what we do, and what it is that we offer. Like any story, it has an introduction, a middle, and an ending. Its structure could be summed up something like this: The world is in trouble and you (the hero) are here to save it with your brand’s unique value proposition.

Narrative starts from stories, it shares many things with them, such as characters and motivations, but the difference is that a story begins and ends, while the narrative has not ended. It has an expected ending, but it’s still unfolding so there’s a set of individual plots that haven’t reached their end. It is structured in 4 elements: 1- truths (significant aspects), 2- promise (statement of purpose), 3- story (how the brand strives to make the promise felt), 4- external expression (system of stories that, taken together, define a plot with a beginning, a middle, but no end).

What is Storydoing?

People ask brands for much more than words, they want deeds. They challenge them to use their power and resources to intervene positively in the world. The power is in the people who expect brands to anticipate and exceed their expectations and demands. This is what is known as Storydoing.

To go from Storytelling to Storydoing is to go from telling stories to sharing meaning through actions (which do not cease to have a narrative, only taken to action, to put into practice).

This leap from telling a story to making stories involves a push that goes from the marketing department to the entire organization. The goal is not so much to create communications as to create meaning. Actions are louder than words.

Red Bull’s superb approach to “making” stories has allowed them to explore territories of their own that generate great stories by connecting directly with people’s emotions.

What is Storygiving?

As the world evolves, consumers are becoming more and more socially aware and therefore asking brands for a more active role, a certain social activism. They want brands to have a vision that pushes the boundaries of their own business. Now, more than ever, brands must step up and do their bit for society, each adapted to its reality, whether it’s protecting employees, collaborating with governments, or supporting other industry players to develop essential products or provide key services. It’s about seeing how, based on their values and promises, they are able to build stories that affect the collective interest, not just that of their customers.

Patagonia or The Body Shop are brands that were born with this activism integrated into their history. Others have been able to incorporate it later: Nike and its 30th anniversary campaign with Colin Kapernick, a former NFL quarterback who knelt during the national anthem in protest against racial discrimination in the US, is a great example of how a brand can clearly take a stand for something it believes in.

What is Storyliving?

As activist Maya Angelou said, “People forget what you told them and what you did, but they never forget how you made them feel.” This is how the concept of Storyliving came about, focused on the importance of making brand stories live as a strategy to generate true engagement with people. The digital world is a great opportunity to broaden consumer engagement – for example, Adidas allows fans to customize their own coaches within the virtual space – but it doesn’t refer to digital. Disney figured it out a long time ago, before we all knew how important it was to have the opportunity to go from viewer to protagonist.

 

Brands are made of stories, not products or services. Bringing stories to life humanizes business. Call it what you will, but after all, what’s the story your brand wants to share?

 

Carlos Puig Falcó

CEO of Branward®

Pictures of SuperB Wallpapers

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