Storytelling for small, medium and large businesses: how to get there?

Storytelling for small, medium and large businesses: how to get there?


the narration It is one of the most powerful resources in the arsenal of marketers. Since the world is world, people love to tell and listen to stories, so why not harness its power to carry our brand message?

Storytelling is also a very versatile tool that adapts to all kinds of situations and budgets. Whether you are a small, medium, or large business, storytelling has a lot to add to your brand. Let’s see how!

Storytelling for small, medium and large businesses how to get it

The keys to storytelling

Storytelling is a type of content marketing which is based on tell stories about a brand, its products and services. These stories have basic characteristics, such as:

  • Reflect the values ​​and the essence of the brand. Stories are used to convey to audiences who we are and what we do, and logically, they should be consistent with the rest of the branding.

  • Don’t be promotional. The stories do not seek to speak directly about the benefits of a product or to appeal to the purchase, but rather to nurture the relationship with the audience of the company through values. It’s a more subtle, long-term impact.

  • Convey emotions. The power of stories lies in their ability to make us emotional by identifying with their protagonists. Storytelling uses this feature to make an impact and really connect with the brand’s potential customers.

While this is not normally a way to achieve direct conversions, using storytelling as part of our brand communication can help us achieve several Benefits, What:

  • Build trust. Stories help us connect on a much more personal level and make potential clients feel like they can trust us. In particular, telling the real stories of the people who work for your brand promotes a perception of honesty and transparency.

  • Explain complex ideas and concepts. Storytelling can be a great idea for conveying branding messages because by portraying them with characters and a common thread, they are much easier to understand and remember.

  • Create a community. The stories are supported by universal characters and ideas from our culture. So, they can make many different people feel the same at the same time and rally around the brand.

  • Call to action. Stories inspire and motivate us, so they can be a very powerful impetus to move our potential customers.

  • Encourage brand loyalty. The storytelling is based on the values ​​and identity of the brand and, in turn, allows users to identify with them. This generates a sense of belonging that makes customers feel part of the company and stay loyal to it, since they are now part of who they are.

Storytelling for small and medium businesses

the SME They might not have the resources of a large company to create content, but in return, they have one big advantage: their closeness. Therefore, your storytelling can focus on the people behind the brand, their story of overcoming entrepreneurship, and how they add value to their small-scale community.

Small Business Storytelling Success Story: Che Alfajor

Che Alfajor is the company of Natalia Olivera, an Argentinian living in Ecuador. His product combines the best of both worlds: alfajores made with his grandmother’s traditional recipe, but with Ecuadorian cocoa. (In case you didn’t know, an alfajor is a typical Argentinian candy made from two cookies filled in the middle and covered with chocolate).

The story of Che Alfajor, told by its protagonist, reflects this closeness to us, since the company started in 2014 in the kitchen of his own house. From there, Natalia overcame the various obstacles and obstacles that were presented to her as an entrepreneur thanks to her determination and confidence in the product.

Storytelling for large companies

the large companies They do not instantly convey the same closeness as SMEs, but they do have their own storytelling advantages: a good budget to invest in audiovisual and interactive resources, a heritage that sometimes goes back several generations and a highly developed brand personality and worked over time which makes them instantly recognizable.

Storytelling success story for large companies: Coca-Cola

To understand the keys to Coca-Cola storytelling, we first need to understand a concept behind several of the great stories: Jung Archetypes.

Jung Archetypes are a series of emotional and behavioral patterns that live in the collective subconscious and determine how we perceive sensations, images and the world in general, that is, they help us to make sense of the reality around us.

These archetypes can be classified into 12 characters:

  1. the creator

  2. the hero

  3. The outlaw

  4. the lover

  5. the running man

  6. The wise man

  7. the Explorer

  8. the innocent

  9. the governor

  10. the fool

  11. the caregiver

  12. the magician

Each of them has their own characteristics, and because they are recognizable types around the world, they help us create our stories.

Within these archetypes, Coca-Cola based its storytelling on the Innocent. The Innocent is a simple and optimistic character, who above all wants happiness and pursues his dreams. He believes in tradition and does things “the right way”.

The Innocent fits in very well with the type of stories that Coca-Cola tells, based primarily on the pursuit of happiness. At the same time, he’s a character who isn’t disruptive and doesn’t seek to alter the established order, which also fits very well with the personality of a “long-standing” brand like Coca-Cola.

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