Our storytelling serie carries on with this second article (if you did not read it yet, here is the first one).

Of course, storytelling can be used for a particular campaign, but talking about your company or brand through this concept is even more interesting and relevant in the long term. Storytelling creates a relation of trust and proximity with customers.

Thus, companies can adapt their stories to all platforms and make it a part of their communication, visual identity, etc.

Video is, without doubt, the ideal support to achieve your goals.

Before starting anything, Osko provides you with the main storytelling principles, as well as some advice!

Storytelling main principles

Simplicity

It is better to repeat simple things multiple times than complicated things just once!

You should make sure each and every concept have been understood.

Commitment

Consumers must feel committed. They are the heroes of the story, therefore your company has to play a role of mentor: inspire them, give them an active role.

Exaggeration

Do not be afraid to exaggerate, to insist on the things you consider the most important. Use enhancing terms, such as “amazing”,”wonderful” or “magical”.

Transparency

Storytelling methods are opposed to the culture of secrecy some companies nourish. By telling the story of your company, you agree to unveil everything, which will reinforce customers’ trust.

Advice and declination

Organize your ideas in a flexible way

The most difficult part of storytelling is the message construction. In order to have a clearer idea, use Post-it notes, and write down your most important ideas. Organize them in columns, and sort them so that you can build your story… You just built the body of your strategy!

Create analogies

The most obvious way to simplify your ideas: use comparisons and metaphors! It is also a good way to draw attention and transmit your message.

Use hand drawn (or whiteboard) videos

These extra-playful videos are very trendy and low-costs.

Often used for scientific explanations and theories exposition, they are also a perfect fit for storytelling.

Use sparklines

If you want customers to dream and react, encourage their hope. Talk about a fact (the market works this way) and present your objective (it could be this way, with this product/service). Similar methods are used in politics and you find this structure in most of the famous speeches.

Be aware of change resistance

Change does not happen in a finger snap. Do not “force” the audience to think differently, it is better to go step by step.

To navigate against the current, it is better to cross diagonally.

Create surprise

The part which needs the most creativity! Let the audience interact, change the background suddenly, create a surprising demonstration… In short, create a “wow” effect!

In order to illustrate these principles and advice, see you next week with Osko for the last part of the serie, a complete case study!

Meanwhile, do not hesitate to leave comments about your own storytelling experiences.