Storytelling is the way brands present themselves to consumers: how they tell their world view, how they tell their own story.
To successfully impact the audience, storytelling appeals to the emotions of consumers. This technique has been in the Marketing universe for years, but a while ago, audiences changed: today, audiences choose brands that speak less and do more.
Thus, the storydoing arises that seeks to make brands commit themselves to real and concrete actions that come to satisfy a need or problem of the public as a society.
The message (storytelling) and what the brand does (storydoing) must be consistent with the values of the brand that, in parallel, serves the same objectives and concerns as its public to build loyalty with its products / services.
But you have to be careful: do not fall into messages of brands or empty actions, because the storydoing can migrate to a false speech that will end up being lapidary among the audience. Therefore, to implement a true storydoing a brand must:
- Analyze and understand the context of your audience: What are the issues that concern our consumers? How can we make them happier a little time of day?
- Find a point that is related to your brand: Where can we help you with our brand? How can our brand commit to this problem?
- DO: If the company is not willing to commit to the cause and activate it, the speech falls and will remain only in storytelling, generating a threat rather than a meeting point with the public.
In the online world, moving from Storytelling to Storydoing will make your company closer to customers, the world and, consequently, more effective.