Today it is easy to find articles dedicated to the world of storytelling, visual storytelling, corporate storytelling. These are interesting definitions that serve as a backdrop for courses, publications, and workshops but revolve around a single matrix: storytelling. That's right. Storytelling means transforming communication into a story. And when it comes to corporate storytelling, for example, it's the company that tells its story: it's the company that takes off its jacket and tie to wear its minstrel's clothes.
Funny image, isn't it? That's partly how it is. In part it's a return to the origins, a return that's quite obvious because with storytelling you don't discover anything new: human beings and thus consumers, have always loved stories. And they've loved telling stories. Human culture has spread thanks to stories, people have imposed domains and willingly thanks to stories. And today we can also sell more thanks to the stories Nowadays, having an online store or a physical store is no longer enough to make a difference. Today's e-Commerce and physical stores must not only focus on selling products or services, but they must also tell a story that can help consumers identify with the brand, establish a connection between product/service and customer and, finally, use the tools necessary to tell this story.
Stories have always been an element of inspiration, motivation and involvement for all of humanity and, for brands, storytelling fulfils the function of humanizing the brand. Storytelling is a powerful persuasion tool for business. It is a brand story to all users to communicate not only what it offers, but to demonstrate the benefits through a story that can identify and engage for users. The importance of reasoning and creating a content strategy is primarily customer loyalty. It should not be considered simply as a strategy, but as a cultural approach that requires an exercise in looking to the future, practice and a mix of emotion and originality.
Let's start by trying to understand what your Value Proposition is.
The Value Proposition is the distinctive element of your company. It's the ultimate reason why a person chooses your brand over a competitor. It's not the price or the product, but it's something inherent in the company's vision and mission. For example, for Apple it is the possibility to simplify your life with innovative solutions with an attractive design and interface.
Once you've defined your value proposition, you need to identify a target and a story to tell.
Like all stories that are respected, yours must also have a beginning, a challenge to overcome and an epic ending, something that involves the user to the point of making him perform the action (visit to the site, lead or purchase) you want.
What is your audience (target)?
In addition to defining it you should know it very well. In marketing as in design you use the "buyer personas" who represent a typical user. Start identifying your people and answer, who are they? What do they do? What do they need? What are their interests? What is a typical day for them? In general, consider all the questions that can help you get to know them better. By defining your personas you will find interesting data that will help you to create an effective and original strategy.
One last tip to make your strategy even more effective: be constant and very original. What are your thoughts? Are you ready to tell the story of your company? It is clear that starting a path towards this kind of approach may require resources and if you need any help MT Web and Languages would gladly help you! You can CONTACT us and tell us about your company, goals, problems, and we will be happy to help you create the story of your brand!