Storytelling is designed to create relationships and gently persuade an audience into suspending their cynicism, to ‘buy in’ to an emotion or point of view. A good story has character, plot and resolution. It will also mirror the experiences and emotions of the audience in order to engage them. Brand stories will focus on the product, the vision or the user.
Definition
Storytelling as a creative approach involves following the structure of traditional stories – it needs characters, a plot and a resolution. Storytelling is often used as a way to drive emotional appeal. More broadly, brand storytelling is the...