Storytelling is an increasingly popular marketing strategy for businesses of all sizes and in all industries.
“By telling a powerful story about their company, their flagship product or their team, companies will seek to arouse the interest of consumers and investors alike says Michaël Bullara, President of the consulting firm ARCOLYS.
Take the example of a famous brand like Adidas; it uses storytelling to highlight its commitment to sustainability.
Telling the story of his initiative ” Parley for the Oceans“, Adidas succeeded in raising consumer awareness of plastic pollution in the oceans and highlighting its flagship product, the Ultraboost Parley shoe, made from recycled plastic recovered from the oceans.
According to a 2021 study by Impact, storytelling can increase brand value by an average of 20%. Another study conducted this time by IBM found that stories are up to 22 times more memorable than facts alone.
Affirm the values of the company and its leaders
It is important to emphasize that the storytelling must be authentic and reflect the values of the company. The French company Refiners succeeded in using storytelling to highlight its mission to help consumers “resist planned obsolescence”. By telling the story of its founder, who became frustrated with the lack of sustainability in everyday consumer products, Les Raffineurs succeeded in creating a community of environmentally conscious consumers willing to invest in quality products.
In other cases, storytelling can be used to present a clear and inspiring vision for the future of the business. Let’s take the case of Hawkers ; the Spanish company managed to create a buzz by telling the story of its mission to “democratize” sunglasses and offering modern and affordable designs. This history has allowed Hawkers to position itself as a trendy alternative to traditional high-end sunglasses brands.
“You realize very quickly that consumers are more likely to trust a company that tells a compelling story because of the emotional connection that is created. We can then easily consider long-term loyalty » specifies Michaël Bullara, President of the cabinet ARCOLYS.
The storytelling is without a doubt a powerful tool for companies looking to differentiate themselves from their competitors, to arouse the interest of investors and to retain consumers. By telling an authentic story, companies can create a strong and inspiring image that reflects their values and mission.