From 'Meh' To 'Yeah!'

The science of storytelling...

- Yaw Dwomoh

Have you ever had your virtual hand up in an online meeting, ready to make a brilliant suggestion or ask a pertinent question? As time ticks away and a cacophony of voices drown out your chance to shine, you eventually concede to those who are louder and more persistent.

In this scenario, you, my overlooked friend, are your brand. With a bevvy of voices jostling for attention in the digital space, how do you get your brand to speak loud enough for your audience to hear you, and most importantly, take action? Or will big brash budgets always win?

Enter the Science of Storytelling.

The history of storytelling dates back thousands of years with some of the earliest narrative found on African rock art. Whether through cave paintings, wall carvings, papyrus drawings or myths and legends shared around the campfire, our ancestors shared their values, beliefs, and experiences.

Storytelling is the reason novels like, “Things Fall Apart” by Chinua Achebe is prescribed reading in African schools and around the world. In its pages we see ourselves and in the folklore from ancestors in Igbo culture, we recognise a common thread of humanity that extends to countless other cultures. It is also the reason a seemingly innocent Marvel movie like “Black Panther” gave rise to a counter-cultural movement of pride in Africa, its abilities and heritage.

Brands have woken up to the fact that customers and prospects no longer want to know why their brand is the best “BUY, BUY, BUY, BUY, BUY”. But, if they can communicate their value proposition in a narrative format, their audience is much more likely to stop and listen.

When we share our brand purpose through a story, we are doing it in a way that is natural to us and the receiver.

What does this mean?