Once Upon a Time

storytelling

Storytelling is a time-honored tradition which began before humanity had the ability to create long-lasting printed documents. The first stories were a way of passing on an oral tradition and history of various cultures around the world. There is still a storytelling tradition in many cultures, although as communities spread out, storytelling has moved to written, printed, and now digital methods of recording the tales. Oral traditions created a rich history for ancient cultures that gave rise to much of what we call myths and legends today, a blend of history and religion which gave purpose to people who lived short and often harsh lives.

Role of Printing in Storytelling

The development of the printing press gave stories new life because they could be disseminated on a broader scale and replicated easily. No longer were scribes necessary for copying expensive books and papers. Not only was the rich, cultural history and religious beliefs of various people shared among a wider community, but pure fiction was written for the purpose of entertainment and enjoyment for the masses. For those who were not taught to read, stories were read and passed around by those who could.

Storytelling in the Digital Age

While it has become easier to distribute stories in the digital age, and more of the world’s population is educated enough to read, storytelling continues to be a powerful way to distribute a message to people. Computers and the internet make spreading the word faster, but the concept of an oral tradition is easily seen in the many repetitions of news stories online from different slants or points of view. The question lies in how an entity or brand can create a unified story to present to an audience or market. With the unique ability to duplicate digital image and print and distribute them through many channels, storytelling can be a powerful tool for marketing a company or organization.

Incorporating Storytelling in Marketing and Branding

A recent article in Search Engine Journal discusses the benefits of storytelling as a method for branding. The author, Katy Katz, talks about how storytelling creates connections and potential bonds between a brand and a market. When thinking about storytelling for a brand, call to mind some of the brands that you grew up with that have become common words in the American culture such as Kleenex, Coke or Pampers, often used to replace the actual word for the item being talked about. While creating a storytelling campaign for your own brand may not turn it into a common household word, you will still be able to cement the story with the brand name to create lasting memories in the minds of your audience.

Benefits of Brand Storytelling

Katz mentions 5 benefits to brand storytelling in her article.

1. Storytelling builds memories.
2. Storytelling is a natural motivator.
3. Storytelling builds relationships.
4. Storytelling makes content exciting.
5. Storytelling can make something old, new again.

How Can You Use these Benefits to Your Advantage in Marketing?

Since most businesses have competitors that offer products or services that are similar to theirs, branding offers a way to show your differences. Creating a brand story or even just telling your brand’s story in a cohesive manner can give your audience reasons to bond with you beyond pricing or product quality. An excellent example of brand storytelling is the way Tom’s Shoes has incorporated their brand name with their history of giving. (http://www.toms.com/stories/giving/10-years-of-giving-together) They have created not only an excellent product, but a compelling reason to buy from them.

You can do the same.


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4 Trends Affecting Small Businesses This Year

4_trends

Business owners tend to spend a lot of time searching the magic oracle (a.k.a. the internet) for answers to business growth questions. How do I get new customers? How do I get existing customers to come back? Why doesn’t my cat like me?

Ok, maybe business owners don’t have issues with their cats, though the other questions are probably crowding their brain space right now. Fear not, we’ve identified 4 business trends you should be paying attention to this year.

JOBS Act Crowdfunding Investment Opportunities

Not everything in business is free. It may be all well and good to max out credit cards or drain your savings to start and grow your business, but now there’s a better way. The JOBS Act: Title III was recently released and what that means for you is that your business can raise investments through crowdfunding, even from non-accredited investors. If you’re in the market to increase your market share, consider checking out sites like Crowdfunder.com or Equitynet.com.

Rapid Delivery Systems

You’ve probably heard by now of rapid delivery and logistics systems like AmazonFlex and UberRUSH. Society is moving rapidly to an on-demand world, capitalizing on an economy of shut-ins, or more likely, extremely busy people. If you are in the business of selling products, you can now easily integrate an entire network of delivery drivers to hand- deliver your goods to your customers’ doorsteps.

Cyber Security

Unless you’ve been living under a rock, you’ve undoubtedly noticed that the world is moving to the cloud. The rise of SaaS (Software as a Service) companies and the increasing value of information have turned the web into a hackers dream. They’re becoming more creative as well. Imagine coming into the office one day and finding that all of your files have been encrypted and a ransom note is in your inbox for the key. Your business could easily come to a crashing halt.

If you’ve never thought about cyber security or don’t know where to start, head over to the Federal Communications Commission and create a custom Small Business Cyber Planner.

Social Responsibility

Today’s consumer is becoming more socially aware and more socially active. They care about the world they live in and they expect the same from the businesses they patronize. Earn their respect and you will have dedicated clients for life. We’re talking more than just going green, though, although it’s always a great first start. The next step is to imagine ways in which your product or service could help reduce suffering, poverty, or climate change. Find an issue that resonates with you and your clientele and that finds a way to effect a little social change from within your company.

 

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