the new hr

Storytelling can help a brand connect to the audience on a deep level.
Suresh Eriyat, Studio Eeksaurus
Marketing
Telling a tale
Some of the fondest stories that
we remember are those which
we heard as children, sitting on
our grandparent’s lap—stories of
fantasies and knighthood, with each
one providing a lesson or takeaway
that in all possibility stayed with
us for life. The purpose behind it was clear: if
one has to ensure that others remember what
one has said, ensure that it is told to them in the
form of a story rather than a series of facts. That is
the magic of stories—they are packaged so well
that they linger in our memories. In the startup
economy of today, with cut-throat competition,
it has become all the more important for brands
to tell their stories effectively. Stories, therefore,
can be seen in different lights. They could be that
of the founders of the company, of statistical data,
or even of personal experiences of those who have
come to use the product, or sometimes stories of
the product itself. Whatever method may have been
employed, the end objective is to get through to the
consumer, engage him, and spread awareness about
the brand. What are the factors that brands should
keep in mind while creating an effective narrative?
The art of storytelling
The first and foremost factor is the art of telling a
story. When using visual communication mediums,
it is easy to get lost amidst a variety of plots,
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