Why storytelling?

Emotion, brand relationships and experience are today's communication challenges. Relying on the powerful emotional vector of storytelling means taking advantage of its narrative power to differentiate your brand, capture attention and create affect!

What is storytelling?

Storytelling: Definition

The term storytelling, which could be translated as the art of storytelling for communication purposesis to tell the story of your brand use storytelling to convey key messages rather than the traditional product pitch. Very popular across the Atlantic, this process was introduced in France in the early 2000s. It is now widely used by brands in all sectors, politicians and the media.

Through its fictional, reassuring and entertaining dimension, storytelling enriches the sales argument by creating emotion and affect. Storytelling has become an essential technique for communicating with audiences in a highly solicited environment.

Why storytelling?

Content is the key

Today, companies sell more than just products: they sell worlds, stories and experiences. Content, emotion and meaning have become the challenges of today's communications.

For several years now, consumers have become less sensitive to traditional advertising, wary of certain intrusive marketing practices on the web... What they expect is a relationship with "their" brand and emotion. For brands that continue to communicate in an impersonal, factual way, it is vital to take these expectations into account, especially as consumers are now used to content.

Storytelling, a powerful technique

If the storytelling has become an indispensable technique of marketing, it's because it strikes a chord: people love stories. By staging your brand or company, you create images in the minds of your prospects and customers. The incredible narrative power of stories creates emotion, which generates affection. Storytelling is an excellent way to differentiate your brand by creating attachment!

Studies have also demonstrated a positive impact of storytelling on long-term memorye. The stronger the emotion, the more memorable it is. And the easier it is to capture consumers' attention in a world saturated with messages, especially on the web.

Storytelling in advertising: examples

To illustrate the concrete impact this technique can have on a brand's image and consumer perception, here's a first example of storytelling in advertising:

• A well-known smartphone brand has been using storytelling since its inception, telling both its own story and that of its users. More than just communicating about its products, this brand capitalizes on its philosophy, its values and, above all, a certain art of living. It uses storytelling to humanize its brand, bring it to life and create a bond with its consumers, who choose this brand's smartphones because they identify with its culture. This storytelling is woven through several media - from the music to the messages used.

Here's another example:

• A brand of smoothies has a highly developed storytelling approach, with packaging, product composition, expiry dates, nursery rhyme slogans... The values it conveys are the link to others, to nature, to the world and to childhood. More than just a smoothie, this brand sells a moving story of a relationship with nature. And it works!

Outsource the creation of your storytelling

Why outsource your storytelling

Entrust the development of your storytelling to brand content professionalsA fresh look at your messages and the way you "tell the story" of your company or brand. Surround yourself with storytelling agency to work on your brand content, you also need to implement a professional and appropriate methodology. That's right, building effective storytelling requires a number of steps:

• Know your target (socio-demographic criteria as well as expectations, motivations, uses, etc.).
• Create a story in line with your identity (legitimacy, perceived sincerity...)
• Develop the right message and use the right media (target usage, brand strategy...)

Before doing so, you need to have clearly established your brand's positioning: a subject on which a marketing agency will also be well advised to assist you.

Entrust your storytelling to Vivetic Group

Our team of web brand content specialists will help you develop a storytelling strategy that reflects your values, your market and your company's strategy. Based on our analysis of these elements, we develop a unique, differentiating narrative that is consistent with your strategy.

These speech elements can be used internally by your employees or by our copywriters for the content production your website or other web media: company presentation, product sheets, newsletter, blog articles...etc.

Build your storytelling with the experts from Vivetic Group means benefiting from comprehensive support tailored to your needs: from analyzing your requirements to writing content, right through to putting it online on your website. Don't hesitate to consult our specialists to take stock of your brand message and brand content strategy: they can help you define and prioritize the media to invest in and the messages to disseminate.