Storytelling.
It's become the branding buzzword.
I'm not sure when it happened. But suddenly every brand has to have a story. From brand agencies to boardroom strategies, storytelling is the way to stand out with your customers.
But is it? Or is it just fluffy copy stretched thin?
I believe brands are all about emotional connection, and story is a vital part of that. But it's not the only thing. Just like your logo isn't a brand.
This weekend Christopher Nolan's latest Oscar grabbing movie is released.
The Odyssey. A story about a man going home after a war.
A 12,000 line Greek poem, written around 700 BC. That's storytelling.
I studied Classical History at school. We read Homer's epic along with the companion piece, The Iliad, a prequel to The Odyssey.
Modern history didn't interest me. I knew the outcome of WWI and WWII. But with the Trojan War, I had no idea who would win. So the story was much more compelling.
Most brand messages don't need to last three thousand years. They don't need Homer style mythology, or Nolan scale budgets. They're just trying to sell better coffee.
Remember when everyone wanted a distinctive brand voice? Innocent and that chatty tone on the smoothie carton. Now it's all about the story. Except it isn't. Somewhere along the way one word quietly ate the other.
Story is still important, and part of my framework, Insight, Story, Engage. Insight makes it relevant. Story makes it unique. Engage makes it memorable.
Story's just the middle bit, find what makes you unique, not a saga.
You don't need an epic.
You need a clear message, said well, and said like you mean it.
Enjoy your Quick PINT
Read a review of The Odyssey in The Guardian
Catherine Shoard
