ENTREPRENEURSHIP 101; Story telling to drive brand messaging

Story telling to drive brand message
Story telling is a great means of connecting with people, and everyone has a story so do businesses. In narrating the businesses’ story you either narrate a personal story or a higher purpose narrative. Personal story is about the life changing moments that inspired the business to be a reality, while the higher purpose narrative centers on the overall goal your business wants to achieve. 


Using fictional examples to describe business storytelling, imagine a nursing mother who works at a consultancy firm and living in a big city where she experiences difficulty maintaining a work life balance. She then discovers that a business opportunity exist in establishing a day care Centre, she pursues her dream. She narrates this story in her mission statement as follows “Discovering the need to establish a Centre to cater for our children in this city, we will always strive to seek for better ways to look after our children”. The above messaging will create emotional attachment to the business because it’s relating to various experiences by mothers in the city.

A fictional example of the higher purpose story telling approach is a candy company that aims to fight malnutrition, it partners with community to create a movement through crowd funding to feed malnourished children. It also creates a wall of fame to recognize the biggest donor, this motivates people to participate more. The candy company has a bigger purpose and it translates it into a narrative to fight malnutrition by creating social movement for the betterment of the society.

When you decide to create a business, decide on what inspires you, then create content that is original, engaging and unique to your product not on trends or buzzwords. Stories take you on a journey and deliver your overall purpose.
By Ahmad Mustapha


Share on Google Plus

About Luking

0 comments:

Post a Comment