How to Communicate Your Vision Through Stories

When Thomas Davenport and John Beck wrote the book The Attention Economy, they brought a very important message to church leaders. The book argues that information and talent are no longer your most important resource but rather attention itself. People cannot hear the vision unless we cut through the clutter.

The principle of attention requires church leaders to be bold and relevant as they integrate vision into the internal communication of the church. According to Davenport and Beck, these are the most important characteristics to get attention:

  • The communication is personalized.
  • The communication comes from a trustworthy source.
  • The communication is brief.
  • The communication is emotional.

In other words, your communication should be telling stories.

THE QUICK SUMMARY – The Laws of Brand Storytelling by Ekaterina Walter and Jessica Gioglio

We have been sharing stories from the beginning of human civilization―for good reason. Stories captivate our attention and build communities by bringing ideas, emotions, and experiences to life in a memorable way. This is proving to be an increasingly potent strategy in the era of the connected digital consumer. With consumers more empowered than ever before, your brand isn’t what you say it is anymore, it is what consumers say it is. As a result, capturing customers’ hearts and minds today requires businesses to prioritize emotional connections with customers, to be in the moment, having authentic conversations, to share relevant, inspiring stories that move and motivate people to take action. 

Packed with inspiring tips, strategies, and stories from two leading marketing innovators, The Laws of Brand Storytelling shows business leaders and marketing professionals the power storytelling has to positively impact and differentiate your business, attract new customers, and inspire new levels of brand advocacy. The authors lay down the law―literally―for readers through a compelling step-by-step process of defining who you are as a brand, setting a clear strategy, sourcing the best stories for your business, and crafting and delivering compelling narratives for maximum effect. Win your customers’ hearts and minds, and you win their business and their loyalty.

A SIMPLE SOLUTION

In SUMS Remix 109, “brand” was defined as the perception of your organization that lives in the minds of your audience.

The authors of Brand Storytelling remind us of that: “It’s not about you; it’s about them. Create stories that your audience can relate to. Make your customer the hero. Be human in everything you do.”

Brand storytelling isn’t just about the content you create. Brand storytelling is who you are. Every story adds to a person’s perception of your brand.

Brand storytelling is the art of shaping a company’s identity through the use of narratives and storytelling techniques that facilitate an emotional response and establish meaningful connections.

Brand storytelling done right is never self-absorbed; it is a dialog. It’s human and real and relatable. It doesn’t have to be dramatic or even funny, but it unites, sparks conversations, and puts people first.

Storytelling can take the form of a video, a tweet, a conversation, a surprise-and-delight act, great customer service, or a brand taking a stand on a specific issue. The list is long. A company’s every interaction with the world matters in shaping its story (both at the macro and micro level).

Macro stories are at the core of your organization’s DNA. They highlight your company’s story, its founding myth. They can do so through a logo, a brand identity guide, and the story of the founder(s). What drove the founder(s) to risk everything and start an enterprise? Why was it important? What challenges had to be overcome? How was the ultimate mission statement shaped? Macro stories are the why, the foundation of and the reason for everything the company does.

Micro stories are the lifeblood of your storytelling strategy. They are an “always-on” approach to continue building your macro story. They are the moments in time that allow us to keep our brand at the forefront of everyone’s mind in a relevant way.

Micro stories can come in any shape or form: websites updates, social content, blog posts, press releases, co-marketing and partner messaging, packaging, events , customer stories, employee stories, influencer stories, internal communications, newsletters, e-mail campaigns, product deliver, and so on.

Your micro stories cannot contradict your macro story. They are designed to support and extend it.

Ekaterina Walter and Jessica Gioglio, The Laws of Brand Storytelling

A NEXT STEP

According to authors of “The Laws of Brand Storytelling, “Great marketing isn’t just about grabbing attention with catchy taglines and click bait headlines anymore, but holding that attention and building lasting and meaningful connections. Brands can no longer rely on slogans and jingles but must learn to tell stories.”

Set aside some time in your next leadership team meeting to review the concepts of “macro” and “micro” stories as listed in the excerpt above. Write the words “macro” and “micro” on two chart tablets.

For no more than five minutes, list all stories in each of those two categories by name or a brief description. For example, “founding story,” “relocation,” “Sam Smith revival,” etc.

After listing the stories on the two chart tablets, go back and review each one as follows:

Macro stories – Talk through the stories listed, using the questions posed in the excerpt above to guide the discussion. Discuss how these stories need to be woven more into the tapestry of your church’s conversations.

Micro stories – Review the list of micro stories and discuss how each supports the macro stories you previously discussed. If they do not support the macro story, discuss how you will adapt them, or stop doing them.

Excerpt taken from SUMS Remix 118-1, released May 2019.


 

Part of a weekly series on 27gen, entitled Wednesday Weekly Reader

Regular daily reading of books is an important part of my life. It even extends to my vocation, where as Vision Room Curator for Auxano I am responsible for publishing SUMS Remix, a biweekly book “excerpt” for church leaders. Each Wednesday on 27gen I will be taking a look back at previous issues of SUMS Remix and publishing an excerpt.

>>Purchase SUMS Remix here<<

>> Purchase prior issues of SUMS Remix here<<

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