Why Brand Storytelling Is so Important to Your Business: Our Brains Love a Good Story.
The love of storytelling is one of the most powerful, universal human characteristics. No other form of communication can even begin to engage the human brain so completely, so magically, and science supports this. Storytelling triggers a host of activity in our brains -- firing neurons, releasing dopamine and activating the cortex -- resulting in greater attention, enhanced memory of the information presented and a stronger, more emotional connection to the storyteller.
But even without the science, we know this. If you’re trying to break the ice at a party, establish rapport with a new acquaintance, or command attention at a business presentation, what do you do? You tell a story. As a business, you have endless stories to tell, and since storytelling is widely considered to be among the most effective ways for a business to communicate, you need to take every opportunity to utilize this powerful tool.
“Dee was a curious one.
What’s the finest gift under the sun?”
This year, storytelling was the central focus of our holiday promotion. Our goal, like every year, was to extend our holiday wishes and let our clients know how very important they are to us. But we also wanted to take it a step further and model the very actions we take on behalf of our clients ¾ using brand storytelling to make a more lasting, emotional impact on customers.
From this decision came the creation of Curious Dee, an inquisitive girl who travels the world to find the very best gift for her incomparable friends. This lively, colorful sprite personifies the Deardorff team while also focusing on one of the key tenets of our brand personality: curiosity. Because we were including a special gift in our mailing, we sent her on a journey for the “finest gift under the sun.”
“From New York to London to Cairo she’d fly,
scanning the globe with her inquisitive eye.”
We called the tale The Incredible Quest of Curious Dee and delivered the story in two ways: in a 16-page mini-booklet that was included in the gift box and in a digital version where her adventures continued. Both were illustrated by our in-house artists who made the graphics bold, colorful and highly inviting. And we made it fun to read with quick rhyming stanzas.
As Dee searches for her gifts in the mini-booklet version, the story gives subtle nods to our clients, through visual imagery and location. For example, we made sure Dee visited Park Avenue in New York as a warm gesture to our clients at J.P. Morgan Asset Management. The story culminates with her discovery of the world’s finest olive oil, which we included in a custom gift box.
Our decision to invoke storytelling in our holiday greetings resulted in record numbers of clients expressing their delight in the holiday package they received. What’s the moral here? If you want to grab attention and have your message received warmly, it’s a no-brainer, tell them a story.