24 June 2011 7 Comments

Brand communication: why you should become a good story teller

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

As a brand, you stand a good chance when you learn how to do it better in a new way every day. It is no news today that brand communication will survive on great content creation and sharing. A brand with future in view must have left the region where someone is still appealing to it to consider this notion. Brand-and-story-telling-brand-and-creative-story-telling-Art-of-brand-story-telling.jpg

Most  brands that are  getting real visibility, engagement understood the value of content. No thanks to web 2.0 properties that has delivered the power to average person out there. The only clause we usually add is the fact that because  there is easy access does not mean a brand cannot enter into trouble if not properly managed.

With this in mind, it will be right to elucidate some other critical factors that can help a brand stands out in its efforts to effectively communicate, bond with its targets. Last week I read an article with a headline ‘enhance your content with good writing’. That appeals to me. We also think that should appeal to any brand as we daily learn how to structure the contents we are publishing. A major advantage of this is that consumers (brand targets) remain loyal to the brand.

To really become the darling brand to the target audience, we do think learning the art of storytelling will become one of the greatest weapons which gives an edge to any brand. As children, all of us remember story times. We all love the rhyme and the lyrics that made the story emotional. Even as adults, some of these stories are still alive in our minds and many have a nostalgic feeling of wanting to listen to those stories again. Brand custodians, communicators will enhance their success stories if we adopt the lesson in what Bill Dauphinais said: ‘brands are built around stories…who we were, where we are coming from are the most effective stories of all’. The art of brand storytelling is the most powerful tool of bringing brands alive in the mind of people.

In a recent EBook by Brian Shcrack etal I discovered why storytelling should be an integral part of brand communication content publishing strategy. Some of the highlights are what we will be sharing below.


Storytelling change the way people feel: Storytelling requires emotional investment all through to gain the moral of the story. It takes investment of emotion from both the story teller and listener to follow through. In brand communication through content, brand custodians must invest emotions in their words usage.

Storytelling change the way we think: because it requires a lot of interest to gain the moral. Stories eventually change the way we think. If this is the essence of brand communication, then story telling will help in objective achievement.

Storytelling change the way we act: Every story teller understands he needs to change his voice pitch, act in a different ways to communicate feelings, energy in order for the listener to follow and feel the impact of the story and the morals in them. How much of this do we consider in our brand communication and content strategy?

Storytelling causes us to change the way we behave: the final objective in a story telling is to cause a change in the way the listener behaves. If the moral is to avoid stealing so that we will not get punished, that is usually emphasized. No sane listener wants to steal again. Often, everyone changes his behaviour to avoid punishment. These are some of the reasons why storytelling art is now essential in brand communication, content strategy. Can you share your experience and improve on the discourse? Use the comment section I will appreciate that

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