Now a days we live in a scene where technologies and social networks dominate and transform every day the way people interact. This has also affected brands, which are involved in a large number of data, information and images that make it more difficult to differentiate themselves from the rest.

A good way to do this is using storytelling.

The storytelling consists of wrapping all the communicational actions of a brand in a story, managing to transmit in a different way, through out the narrative of it. The idea to convey is that behind every image associated with a brand, there is a story, that fills it with meaning and evokes an emotion.

A couple that takes ages to meet by the train, some guys wondering what kids should and should not do, a movie with robberies and a passionate love story to learn to save energy … despite being, a priori,  stories that say nothing about what was announced in question (AX and Gas Natural), these pieces have added value, they transmit emotions, and bring the public closer to the brand.

That is precisely what Storytelling consists of, creating stories that contribute something different to the brand connecting with the emotions of the viewers.

Another great example of this is the Estrella Damm campaign every summer , which has managed to become an icon of the beginning of the summer. Through the elaboration of an image that always evokes the same emotions. Therefore, this brand is already associated, to the summer, to friendship, to enjoy, etc. This is only achieved with a very careful image and with consistency over the years.

Several studies have proved the great ability of stories to get caught in the human mind more than mere data. When we have a story before us, our brain acts as if experiencing it, making us part of it. (Empathy)

Brands now work in a new space, where it is important to create emotional ties with consumers through these stories. So much so that the ultimate goal is for the audience to relate these stories to your brand, because it evokes emotions or feelings that have been transmitted through storytelling.

Here are some keys to a good storytelling:

   – Find a good reason to explain the narrative, ie a ‘why’ and expose it always trying to express the point of view of the public.

   – We must know both the consumer and our own brand, and be consistent and honest with both.

   – Provide stories as relevant as they need. These should be the heart of our campaign and consumers should be part of it.

The goal is to create authentic content that truly connects with our audience. If we can do a good project, this storytelling can become a universal and powerful message that nurtures the brand.

Fragments visual powerful + evoke emotions = More impact on the public = More engagement for the brand.

The question is, how do we achieve that greater visual impact ?, Are there any keys that help us to enhance our images?

There are some components that help us achieve a coherent message:

Authenticity, it is imperative to choose real people who experience real experiences. Since the audience will be more accurately represented and identified with the brand.

Cultural relevance: include the diversity that characterizes culture today.

– The use of the classic models of narration and the return to the origins, to the capture of real things through the own experience.

It is important to define what feeling or emotion we want to convey, since the personality of the brand must be felt in all the content that is generated around the brand.

Currently most of the content that is shared is through video, 68% of a total of 1.3 billion online visitors from around the world share video pieces. Therefore this tool will be one of the fundamental when it comes to creating storytelling around a brand.

Through the videos it is easy to spread a message if we work well and try to connect emotionally with the viewer. To define a storytelling in the form of video, we must choose a key theme; That defines the main message that we want to transmit. Determine in which channels the video will be presented and structured.

The video provides brand confidence 50% more than other sources.

 It is 35% more memorable than other sources.

It is a proven fact that this new trend towards more emotional channels of communication will allow us to connect with the audience in a much deeper way, and in this way we will achieve more reliable and lasting levels of engagement.