Storytelling has always been central to PR and marketing, and numerous studies over the years have confirmed the mostly unconscious, outsized role emotions play in our decision-making. Think about the brands you are loyal to; chances are you have a particular emotional connection to them. Which videos on social media make you stop scrolling and hold your attention? They most likely are striking the right emotional chord with you, their target audience. To break through in our content-saturated world, telling the right story to the right audience at the right time has never been more important.
This is especially true for tech brands. Whether you’re competing for market share with global consumer tech giants, battling negative perceptions around AI, or trying to make a new enterprise SaaS product relatable, effective storytelling is indispensable.
As a leading PR and integrated marketing agency partner to tech companies, Sparkpr understands the nuances of crafting compelling narratives that resonate and create lasting impact. We put together these tips on storytelling to help you start forging the emotional connections that build trust and loyalty with your audience. Need help crafting your story? Get in touch with us!
Why do people get scared watching a thriller? Why do they cry during a romantic drama? As author Lisa Cron details in her book Wired for Story, human beings are hardwired to understand the world through stories. We put ourselves in the central characters’ shoes to process their journeys as dress rehearsals for potential problems – and solutions – we might encounter in our lives.
To create that impactful bond with an audience, the basic elements of storytelling have to be in place. It’s difficult to care about what happens to a character if you don’t understand their problems or know a bit about who they are.
This is where story structure comes in. While there are variations, at its simplest a story has three parts (sometimes called acts): the beginning, middle, and end. In the first part, our main character (or protagonist) and their problem are introduced. We then follow their (failed) attempts to solve this problem, until finally the story resolves – either the character succeeds in solving their problem or ultimately fails.
Whatever the result, the protagonist usually comes through the experience changed, either growing emotionally, gaining wisdom, improving their circumstances, or at least finding contentment. In many ways, stories have become more complex in their telling (e.g., nonlinear structures), but peer under the hood of all the bells and whistles, and you’ll usually find the same basic storytelling elements.
This holds true for storytelling in PR and marketing. Whether you’re creating a product demo video, pitching media, or composing a social media post, you have the opportunity to take your audience on a journey that contributes to forging emotional connections with your brand. First, you have to decide what story you’re trying to tell and who you want to tell it to.
A compelling brand narrative starts with identifying your brand's unique story and messaging. It should reflect your company’s values, mission, and vision, and resonate with your target audience's interests and needs. Take Patagonia as an example. The apparel brand leads with its values of quality and ethics in making outdoor clothing aligned with its mission of conservation. This brand identity underpins all of its marketing and PR efforts and appeals to customers who share those values and look to Patagonia to help them achieve their own goals for living an adventurous, sustainable life. Personalization is key; by tailoring narratives to appeal to specific audiences, brands can create deeper connections and boost engagement.
In crafting your brand’s story, start with the third act: resolution to the problem. As Cron writes in Wired for Story, this is ultimately why we care about stories: we want the answer! The same goes for anyone looking to buy a product or service. They’re not searching for a set of features; they’re looking for a solution to a specific problem they have. You’re telling them the story of how their problem is solved through your solution.
In The Hero with a Thousand Faces, mythologist Joseph Campbell introduced the archetypal hero’s journey (an influence on countless subsequent works, including Star Wars). In this framework, the hero often encounters a mentor who equips them with the necessary tools to be successful (think Obi-Wan Kenobi teaching Luke Skywalker the ways of the Force). How is your brand the Jedi master helping your customer save the galaxy?
Consistency in messaging across PR and marketing channels is essential for creating a unified brand experience. That means press releases, social media, and website content all tell a cohesive story. Just as novels evolved into films, which evolved into TV and streaming, basic storytelling remains the same, no matter if you’re telling your story in an infographic or a TikTok video. Which channels you invest in are dictated by your audience. Where do they spend their time? Where are they most receptive to the kind of story you’re telling? Exploring the right channels, based on your customer data, opens up possibilities for impactful PR and marketing campaigns through greater personalization.
Have you ever streamed a whole season of a show and forgotten most of its six-hour running time a week later? Often a story falls flat because it fails to make an emotional connection. The characters are generic, their problems uninteresting. Personalization makes characters relatable and memorable. Different PR and marketing channels present unique opportunities to personalize your brand. Thought leadership articles or social media posts give your brand’s leaders a platform to build trust and embody your values. Customer success stories allow your audience to identify with existing customers and aspire to their wins. Think about the difference between when you cold email someone and when you talk to them in person. The human touch makes all the difference. Tailor your story to individual channels while communicating a unified message and you will dramatically improve audience engagement.
One of the more memorable examples of brand storytelling in recent years came from Amazon with its Joy Is Made ad, which ran during the 2022 holiday season. In it, a single father, doing the best he can to juggle his responsibilities, struggles to connect with his daughter. Meanwhile, she has become attached to a snow globe, perhaps a present from holidays past, a happier time. We follow the father’s journey as he eventually lands on the perfect gift idea for his daughter: surprising her by transforming their greenhouse into a lifesize snow globe.
The ad leans into all the warm and fuzzy feelings of the holiday season but goes a step further to tug at the heartstrings with a complex mix of emotions – not all positive. While the ad might seem cloying or manipulative to some, the campaign effectively homes in on Amazon’s complicated relationship with its customers.
There’s no doubt that the online retail giant has made holiday shopping more convenient. It became the mega-brand it is by solving a key pain point for consumers: everything you want with the click of a button. Anyone who’s ever endlessly circled a mall parking lot for a spot just so they could fight the crowds inside can be forgiven for going straight to Amazon for their gift list.
And yet, many lament the loss of traditional holiday shopping, strolling past snowy shop windows, stopping in for a steaming coffee, stumbling on the perfect gift for a loved one. Shipping a pre-wrapped gift straight to the receiver without ever laying eyes on it can be an impersonal experience. And we worry the receiver feels this lack of effort. That’s the masterstroke of Joy Is Made. Amazon isn’t replacing the personal touch of brick-and-mortar shops; it’s empowering customers to create their own magic.
When developing your brand story, consider how your tech brand enables people to forge stronger personal connections, whether at home or at work.
Effective brand storytelling begins with understanding your audience and your unique value proposition. But don’t be afraid to refine your brand’s story or how you’re telling it. Data and insights are your friends here. Continually analyze your audience’s preferences and behaviors and the impact of your campaigns to tailor a narrative that better resonates with your target market.
At their hearts, PR and marketing are about understanding a target audience’s problems and offering a solution. If your brand were the only one offering a solution, this would be easy. In reality, more voices than ever are competing for your audience’s attention, each promising the best solution. That’s where effectively tapping into people’s hardwired need for stories can be your greatest asset. Take your audience on a journey, and they will love you for it.
For personalized guidance and support in crafting compelling brand narratives, reach out to Sparkpr today. Let us help you create impactful stories that resonate with your audience, build loyal brand advocates, and drive business growth.
