The Power of Storytelling on Company to Customer Relationships
A childhood friendship is torn apart after a partition divided a country is revived after 60 years of separation. How? Through the simple act of a Google search.
In Google’s advertisement titled, “Google Search: Reunion,” viewers feel immediate connections as they watch the story unfold. Google proves it has the power to act as more than a search engine – it shows, not tells, that it is an essential part of our everyday lives. It links us together as people – not consumers – on a much more human level that defines true, meaningful customer experiences that build relationships and help businesses as Google thrive.
In 2013, Google’s powerful story spread across the world and turned customers into advocates. Viewers responded in full force, sharing their sentiments through news stories, blog and social media posts, and word-of-mouth. Just read this tweet
Google isn’t the only Fortune 1,000 company to recently harness the power of storytelling. Dell’s “New Beginnings” is another advertisement that doesn’t strive to just tell but to connect on a deep humanistic level as well.
Dell celebrates its modest beginnings and entrepreneurial background in its recent brand story video and introduces other successful companies into the story. The spot shows the location where companies, such as Skype and Under Amour, were founded. With each new place, the name of a company and the date it was established fades in, alluding to the idea that these household names began as an idea in an ordinary place before growing into something extraordinary.
Why is this Dell ad effective? Because it makes us feel that there is unlimited possibility in what we can achieve. We are engaged in Dell’s story because it encourages us to follow our dreams. If this large, national company was conceived in a college dorm room, what could I accomplish from my favorite coffee shop? This story creates memorable connections with its viewers and turns them into fans. It doesn’t tell them to buy Dell products. It invites them to be a part of Dell’s story of overcoming adversity.
Stories are 22 Times More Memorable Than Facts
21st Century marketing goes far beyond just advertising a service or product. It is about making connections and engaging audiences on personal levels. The power of an effective story that generates significant buzz is unmatched. According to Jennifer Aaker, Stanford Graduate School of Business, stories are 22 times more memorable than facts. People respond to this type of marketing because they are no longer just a face in a crowd or a number on a screen – they feel an emotional connection to a brand because they can relate to the story being told. Customer engagement begins with a positive experience. It’s not about what the brand wants to say; it’s what the customer needs and wants to hear.
Confidence, Integrity, Pride and Passion: A Recipe for Great Brand Storytelling
Engaging the hearts and minds of customers and prospective customers is one of the most important components to gaining brand awareness and retaining loyal support over time. An article by Gallup explains that engagement is an emotional connection based on four key factors: confidence, integrity, pride and passion. In great brand storytelling, tapping into these four key emotions is a foolproof recipe for content that not only attracts and gains attention but conveys key brand values and attributes.
At Hallmark Business Connections, we apply the basic components of storytelling in the cards we create for our clients. We obviously get very specific in our storytelling as we get to know the brand, values, needs and usage. Hire Hallmark to create an original custom greeting card for your company.