Calmstock

[Originally posted at 'Round the Square]

Storytelling has been with us since our earliest days. And while methods have changed over time, the power of a good story endures.

Why?

As a means of engendering common beliefs; exploring our fears; gathering context from history; celebrating prosperity, beauty and love… well, storytelling just works.

Stories move us, shape our beliefs, and carry our history forward ––and most importantly, they’re easy to share, and they stick.

As referenced by Roger Sametz in his seminal Storytelling through design (PDF) article for the Design Management Institute, storytelling expert Stephen Denning¹ tells us:

Storytelling is natural and easy and entertaining and energizing. Stories help us to understand complexity. Stories can enhance or change perceptions. Stories are easy to remember…and engage our feelings…Storytelling enables individuals to see themselves in a different light, and accordingly take decisions, and change their behavior in accordance with these new perceptions, insights, and identities.

This is why storytelling is so critical to brand building. After all, thoughtfully planned, well executed, brand-focused communications should ultimately work to influence thinking and behavior––in your favor.

With the proliferation of social media platforms, and the emerging practice of intentional content strategy, it’s apparent the power of a good story is more relevant than ever. The “hows” of delivering stories through myriad communication channels is a post for another day, though.

For now, let’s concentrate on how to collect and refine your brand stories.

Continue reading at ‘Round the Square >>