The history of storytelling goes back thousands of years. The early cave dwellers used pigment from their local plants to decorate their walls to preserve their successes, traditions, and often challenges. The necessity to share ideas, preserve philosophies, educate the succeeding generations, and possibly to entertain continued through time from the Greek myths to religious doctrines, to those whose talent was to capture human thoughts and events through the written word and images. The passion to share has persisted, only the delivery system has changed from parchment and canvas to the printed word, both paper as well as digital.
It seems today, the art of storytelling has become ubiquitous for how to brand a company or endeavor, and usually focuses on the company’s highlights, processes, teams, and impact. Somehow this approach has become diluted with stories being shared through marketing, podcasts, reality TV, social media and self-focused books. But is it truly a story that connects?
The accurate meaning of ‘story’ as the dominant branding approach has deviated from its literal origin. The dictionary defines ‘story’ as: An account of some happening; such an account, either true or made-up, intended to interest the reader or hearer; a falsehood. Its derivation is the same base as ‘history’ from the Greek historia meaning history, inquiry or record, from histōr meaning learned (or scholarly, erudite, showing much knowledge gained by study).
So, does one’s story really interest the recipient? Does one’s story represent one’s learned knowledge? How do you assess what would interest or motivate? Through the years we have researched the 5 key knowledge factors that ensure the story truly connects and interests.
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- Understand your community by discussion and observation on what interest them, not you. This is homework that requires real contact, real listening, observation of what exists not what one hopes to exist.
- KISS. Yes, romance is always an interest grabber but for storytelling, this is Keep It Simple, Silly. Tell your story in simple terminology to ensure understanding. Avoid acronyms and category lingo. Use the words and conversation based on what you learned in #1 to share your thoughts and story.
- Can your story be understood in multiple languages? Check your key descriptors and avoid the marketing blunder that the Chevy Nova experienced trying to sell south of the border. Nova translates to ‘no go’, not good for car sales.
- Ensure your images as well as your words tell the same story. From ancient rock paintings to Renoir and DeVinci, images emote a story enwrapped in aesthetics. Colors, style, and custom images show your story’s uniqueness and authenticity.
- Care that your story resonates with your entire community, internally within your business, as well as externally. It is that attribute that is the ultimate secret for success.
From all of us at Christie & Co, we are here to share your story.
–Gillian