In 1994, Steve Jobs gave a lecture. Yes, Steve, the creator of one of the companies that revolutionized technology in recent years: Apple. He mentioned the following:
“The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation to come… and Disney has the monopoly on the storytelling business. You know what? I’m tired of that crap; I’m going to be the next storyteller.”
Source: This is what he said.
Today, we’ll talk about Storytelling, stories well told
How many of us have purchased from a brand that impacted us? The art of storytelling is about telling stories that generate interest in people. Behind every purchase, there are different reasons, and one of them is how the information reaches us and becomes an attraction—90% of which is emotional.
If you have a brand, do you boost your sales through storytelling? One of the key points for any company is to have a defined personality.
At some point, you’ve probably purchased a specific tech tool—did you ever ask yourself why? In recent years, many companies have connected with their customers through emotional communication. This is tied to humanizing the brand and telling stories that inspire.
What does it mean to humanize your brand?
Don’t speak as a company. Ask yourself: if your company were a person, how would it speak? Implement a tone and voice guide so that your brand has the same voice everywhere it appears.
One landmark case in the world of CRO (Conversion Rate Optimization) was a 25% increase in bookings by incorporating storytelling into their app. This helped gain users’ trust. Why? Because a brand’s personality should include real stories that engage customers in the company’s objectives.
Trust-based relationships can lead to sales.
Take Coca-Cola, for example. Their recent “No Sugar” campaign tells a story that captivates you: Coca-Cola No Sugar, where different bottles take on personalities and play roles to communicate one thing: No Sugar Coke exists. Campaigns like this are remembered over time because they tell a story.
Life is full of stories, and so is your company
It’s not just about the stories told within your company but also everything communicated through it: sharing its commercial journey, speaking about the company’s vision, and crafting a narrative so compelling it captivates you, leaving a lasting impression.
Everything starts with a story
Every relationship has a story behind it, so there’s always something to tell. Based on this logic, a brand tells stories throughout its existence. Its communication comes from any of its touchpoints: a social media post, humanizing your brand by sharing customer experiences with your product/service, or building trust by presenting company leaders. These are ways to create transparency through storytelling.
How to apply storytelling to your brand
Here are some key points to keep in mind:
- Speak like a person, not like a company. Humanizing your brand will help build trust.
- Support your content with visuals. Share stories backed by images that are relevant, creating a stronger impact.
- Share your company’s story. Show how your services positively improve your customers’ lives.
Storytelling creates an emotional connection with your audience by increasing trust and inspiring your customers. Think of examples like Nike’s “Just Do It” slogan, which empowers sports experiences. Storytelling enhances CRO by building trust through memorable and authentic stories that highlight the value of your products or services.