The Art of Storydoing: How Brands Can Move Beyond Storytelling to Drive Engagement
In the world of digital marketing, storytelling has been a tried and true method for brands to connect with their audiences. However, as consumer engagement continues to evolve, a new approach known as “storydoing” is gaining traction. This method goes beyond simply telling a story and instead involves the audience in the brand’s narrative through actions and experiences. In this article, we will explore the benefits of storydoing and look at examples of brands that have successfully embraced this strategy.
Benefits of Storydoing
Authentic Engagement
One of the key benefits of storydoing is its ability to foster a genuine connection between brands and their audiences. By actively involving customers in the brand’s narrative, companies create a more immersive experience that resonates on a deeper level. This authentic engagement can lead to a stronger emotional connection with the brand, ultimately driving customer loyalty and advocacy.
Enhanced Brand Loyalty
When customers are part of a brand’s story, they are more likely to develop a sense of loyalty and advocacy. This is because storydoing transforms them from passive listeners to active participants in the brand’s journey. By involving customers in the brand’s mission and values, they become more invested in the brand’s success and are more likely to support and promote it.
Memorable Experiences
Storydoing creates unique and memorable experiences that stand out in a crowded marketplace. These experiences are more likely to be shared, extending the brand’s reach and impact. By creating an interactive and engaging experience, brands can leave a lasting impression on their audience, making them more likely to remember and engage with the brand in the future.
Greater Transparency
Storydoing often involves a level of transparency that builds trust. Brands that share their processes, challenges, and successes invite customers to be part of their authentic story. This transparency can help to humanize the brand and create a stronger connection with customers.
Drives Action
By moving beyond storytelling to storydoing, brands can inspire action. This is because the approach often includes a call-to-action that is seamlessly integrated into the experience. By actively involving customers in the brand’s story, they are more likely to take action and support the brand’s mission.
Examples of Storydoing
TOMS Shoes
TOMS Shoes is a prime example of storydoing. For every pair of shoes sold, they give a pair to a child in need. This simple yet powerful narrative allows customers to participate in the brand’s mission with every purchase. By involving customers in their story of giving back, TOMS has built a loyal following and a strong brand identity.
Red Bull
Red Bull has taken storydoing to new heights with events like the Red Bull Flugtag and Felix Baumgartner’s space jump. These actions reinforce the brand’s association with extreme sports and adventure, engaging consumers in a narrative of pushing limits. By creating these larger-than-life experiences, Red Bull has successfully connected with their audience and solidified their brand image.
Buffer
Buffer, the social media management tool, practices storydoing by being transparent about its business operations, including sharing details like employee salaries. This openness invites customers to engage with the brand’s story of transparency and trust. By involving customers in their story, Buffer has built a strong community of loyal customers who support their mission and values.
Hiut Denim
Hiut Denim focuses on crafting high-quality jeans and shares the story of their products’ creation through detailed narratives, engaging customers in the artistry and craftsmanship behind their brand. By involving customers in their story of quality and craftsmanship, Hiut Denim has created a loyal following of customers who appreciate the brand’s values and mission.
Implementing Storydoing
To effectively implement storydoing, brands should:
Identify their core values and mission to create a story that aligns with their brand identity. By understanding their brand’s purpose and values, brands can create a story that resonates with their audience and aligns with their overall brand image.
Engage customers through interactive experiences that allow them to become part of the brand’s story. By creating experiences that involve customers, brands can create a deeper connection and foster a sense of ownership and loyalty.
Maintain authenticity and transparency in all actions and communications. Storydoing is all about being genuine and transparent with customers. By staying true to their values and being open with their audience, brands can build trust and strengthen their relationship with customers.
Use customer feedback and participation to shape the brand’s ongoing narrative. By involving customers in the brand’s story, brands can gather valuable feedback and insights that can help shape their future actions and messaging.
In conclusion, the art of storydoing is a powerful tool for brands to connect with their audiences and drive engagement. By involving customers in the brand’s narrative through actions and experiences, brands can create a deeper and more authentic connection with their audience. By understanding the benefits of storydoing and implementing it effectively, brands can build a loyal following and stand out in a crowded marketplace. So, it’s time for brands to move beyond storytelling and embrace the art of storydoing to truly engage with their customers.
