“Tell me the facts and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever.” Native American Proverb
Story telling is becoming one of the most powerful tools in building a brand. Stories inspire us, change us and give us a sense of purpose and vision. Yet often, we are too close to our stories to appreciate their magic.
Over the past few weeks our team has been working with a family business that is about to execute a national and international branding campaign. They have been in business for over 20 years. It has been and continues to be a privilege to work closely with the founders of this company. Just like when a friend trusts you with their inner-most thoughts and experiences, a campfire session like this is no different. We were able to experience their stories, including moments of doubts and glory, in a truly magnetic way.
To initiate the process, we organised a session out of the office at the business owners’ home. All of the family showed up, both physically and emotionally. While our approach was structured to harvest their business story, the most exhilarating part of the day was experiencing the warmth, humour, emotion and candour of the family as they shared their stories.
“Great storytelling comes from being able to connect and identify with a readers emotions; joys and fears. It is all about tapping into that emotion with your brand storytelling, the needs and unwritten images associated with your industry and business.” Noella Ekezie
This particular company has an amazing story to tell. Their genuine sharing of how they built their business resonated through every experience shared, achieving the most important outcome – an authentic and engaging story to tell.
Authenticity is key when going to market with your story. Customers and suppliers have a radar for when a story isn’t consistent with your product or service offering. By taking your team out of the day-to-day operations of the business, you free up the minds and energy of the participants. Casual clothes, sitting in a circle and drinking cups of tea encourages participants to tap into their corporate memory, and unleash the potent beauty of what brought your company to where it is today.
Your Small Act that is bound to have a Major Impact is to take your team off site and create a “campfire” to share your company’s story.
Whether you decide to figuratively or literally set up a campfire, you will generate abundant content and opportunities to share your story with your customer base in a connected and memorable way.