Storytelling VS Story Doing; the power of tales in marketing.
Hello my name is Teah, The Dairy’s most recent intern from Bangkok, Thailand. I am currently completing an MSc Branding and Advertising course at Nottingham Trent University and have just completed a 9-week placement with The Dairy.
In today’s industry, there’s a debate of which is the more successful marketing technique – Storytelling or Story Doing. Are the tried and tested methods of telling a brand’s story still effective? Or have times moved on due to consumers requiring more from a brand?
Put simply, the difference between Storytelling and Story Doing is ‘talkers’ and ‘doers’. Storytelling marketing has been one of the most popular communication trends in the past decade. When telling its story, a brand can share its experiences and values with the goal of connecting with its customers which of course strengthens the relationship with its audience.
However, Story Doing could be defined as a result of organisation performance. When a company develops its products and services, the clients may perceive their positionings and messages directly from what they offer. The principal tool to measure if this strategy has been successful could be when the clients talking about what organisations do, not what they said – something that is considered Word of Mouth Marketing (WOM).
Although being deemed a crucial part of a brand’s identity for over a decade, is the novelty of Storytelling marketing starting to wear off? Some argue that consumers question the legitimacy of the tale and start to ask themselves if the story is real or if it has just been created for marketing purposes. In addition to this, due to the rise in popularity of social media, anyone can become a storyteller or an online influencer on both a corporate or personal level. So, the question is, how does a brand produce a story that is both memorable and reliable?
In my view and due to the detrimental consequences that false claims could have on a brand – storytelling cannot stand on its own without supporting evidence. We are all familiar with the Boy Who Cried Wolf – the boy’s tale supports the moral that nobody believes liars even if they tell the truth. When you link this to modern world marketing, consumers can find out a lot of core information about a brand in just a few clicks – highlighting the importance of transparency. Story Doing allows a brand to prove to its audience first hand, its messages and values.
All in all, I think that Storytelling and Story Doing are both crucial to a brand’s perception. This means that the company needs to strike a balance between promotion and practice and whilst Storytelling grabs customers attention, Story Doing and implementation will keep them there.