Storytelling became a part of brands’ communication for good. Of course it is still evolving. Some trends for 2018 show that the importance of short movies (max 20 seconds) has grown rapidly. Snapchat began the revolution. Instagram also consistently builds its share of the market. The ability to tell stories can change a standard case study into a spectacular narrative. So let me tell you the Story of Skyrise.
The walls that tell the story
Our clients visit us from time to time in the office. That is why we wanted our place to show them who we are, what we like and what we do. With our visual story we are building bridges not only between our fields of expertise or interests, but also between Katowice and Gdańsk, and through the Baltic Sea, straight to Bergen!
Paweł Tkaczyk, an expert who helps companies build the stronger brands, an author of two best-selling books including storytelling, a valued keynote speaker and lecturer, points out that trends in storytelling are determined by the triangle of storytelling. We have the story, after that there is the audience and the third element is the narrator. The point is not to overwhelm customers with the words. Instead give them short but meaningful story.
Did you know that human brain responds positively to stories?
Stories are natural triggers for in-built release of a neurochemical molecule called oxytocin, which in mammals stimulates submissiveness, trust, jealousy, generosity, protectionism or cooperation. Everything depends on mood. Creating a narrative structure around the company is literally creating the positive picture of it in the minds of the people.
When you are constructing the story of your business, it is important to understand the relationships you have with the customers and the way you want to improve them. To be honest, there is no difference between constructing stories you know from movies and books and inventing your company’s story. At the beginning think about the greatest stories you know. Then find an answer to the question: what makes those stories famous and loved?
Build the emotional bridge
It is important that you and your team share one language with which you relate to the audience. The stories you tell are starting a conversation with customers and you will continue it for a long time. Emotional engagement is absolutely key to the process of developing trust and managing that ongoing bond.
There are a number of ways to construct such stories. Don’t miss making a research before you start the process of your marketing strategy. The best stories are built with a balance of context, character, conversation and conflict. They must be simple, emotive, truthful, and relatable. Looking on the walls in our office you can find the story about the long relationship we have with our Norwegian partners. Small elements on the graphics tell many things about Skyrise, eg. meet R2-D2 and a miner, pass Katowice Towers, Gdansk Old Town and houses of Bergen. Watching our trailer you can meet people of Skyrise and our story with small but important elements.