A twist in the tale of storytelling.

The marketing industry has adopted the art of storytelling. It is one of the most powerful tools in the media and communication industry.

Brands touch the hearts and minds of the audience emotionally with creative storytelling. With a plot that answers the question or goes with their advertising insight, brands can majorly Influence people. Creative storytelling, if done correctly, it can implant new perspectives too in the minds of your potential customers or current customers. 

What is brand storytelling?

Brand storytelling is little or not about the products or services and more about the brand’s values and what they stand for. Doesn’t have an advertising tone and yet advertises the most about a brand. This is a great way for your consumers to understand what you are and connect with you on an emotional level. When a consumer connects on an emotional level, then it also brings in a great deal of brand loyalty. For that to happen, the story has to be impactful and relatable to your target audience. I don’t have to give an example because all of us have one brand or one as storytelling personally.

What is data storytelling?

Data storytelling is a revolutionary idea. All marketing actions today are backed by research and data. It’s the research and insights from it that will tell a brand how to drive the business further. From the research, a lot of valuable data is taken regarding sales, consumer psychographics, geographical information and more. All of this data doesn’t reach the marketers. It gets lost in the communication and that’s why it is essential to have data storytelling. The data from research is YOUR data and hence it helps to come up unique insights that will differentiate you from your competitors. 

Data is always credible and when you spin a story based on it, it brings a sense of trustworthiness and credibility to the brand. By making a simple narrative and aiding it with visuals, you can communicate to your team without any hassles. When information is passed on and the listeners can comprehend it, then it’s a sign of excellent communication.

Storytelling is not just telling people’s experience or a story plot of a movie. There are many other things involved in this beautiful art like giving motivation, moral values, beliefs, and definitely to make people sleep. And this art has profusely evolved through generations. This blog will talk about the contrasts in storytelling. Well, every story needs a contrast, doesn’t it?

The other contrasting side to this story is how the habit of storytelling is reducing in families.

Earlier grandparents and parents told stories of Fairies, princesses, little girls, animals, The Bible, epics, and much more. Those were not just stories but they all had some moral value in it which the parents wanted to teach the kids. The stories were told so that they would develop a few particular good and positive qualities in them to make them a fine human being. The bedtime stories also had a piece of information or concept to think about.

As I am a grown up, my grand dad now tells me stories about some extraordinary achievers, industrialists,  world leaders and what makes them so great. All are mostly inspirational stories and not anymore fiction and mythology. But his pattern is still the same. After finishing the story he asks me what I learnt from it and I have to answer.

The stories are told with the very basic goal of inculcating morality and introducing to your culture. Sometimes it is just as simple as recollection of memories and sharing it with the kids so that they also get to learn something out of it.

But now there is a twist in the tale.

With the growing number of storytelling companies for kids it is evident that the parents of the current generation might be failing in passing the practise of telling stories.

In a survey conducted for parents who have small kids, it was clear that only 50 percent of the parents regularly tell stories to their children. In the first three places, there were moral stories, stories that they tell on their own (making up stories) and bedtime stories. People who said they don’t do storytelling, stated the reason for not telling stories is that they don’t have time while others did not state any reason. 

People who have put their child or children in a story telling class gave reasons such as to build communication skills, to give an exposure, to develop listening skills.

However, 91% of the parents grew up listening to stories. There is a clear difference with the generation gap. According to the survey, there is almost 40% reduction in storytelling to their kids. If this continues, storytelling will just be an extra class that the kids take up. 

I hope you liked the twists and contrasts of this tale. On a personal note, do tell your children stories that will influence them. Currently, I am telling stories to kids and adults about organic cotton clothes and its impacts.

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