Making brands more distinctive

One of the most ancient of human activities, after you know what, is probably telling stories.  And it’s a skill that shouldn’t be lost to the marketer.

Sat ‘round the fire in chez cave after a day’s hunting, captain cavemen would have spun epic yarns about narrowly avoiding sabre-toothed tigers and the size of the mammoth that got away. And we continue to do it today, whether coaxing a stubborn child into eating their veg or convincing a colleague to support your next project, the principles of storytelling are embedded in our psyche.

It could be argued that every piece of communication should be treated as a story. When I’m writing a proposal, piece of copy or even just an email I try to stick to some basic writing rules:  theme, plot structure, setting & style. Or on an even more basic level I make sure I’ve got a distinct beginning, middle and end. It might sound a bit over the top, but being more aware of the needs of the receiver can have a profound effect on the quality of your communications. Try it next time.

Becoming a storyteller, not just when developing creative ideas or writing copy, but across everything you do will pay dividends. Proposals will be more compelling, briefs will motivate, conversations will sparkle and ideas will thrive.

The benefit of being a good storyteller to a brand?

Well, it makes you think about the listener. One way communication is just not good enough.  It’s a basic human need to not only create good stories but to want to receive them too.  If there’s one thing that should be remembered in brand communications it’s that the best story tellers stand out from the crowd.

The End.

Joe