Updated: Aug 27, 2020
The number one question we ask anyone we work with is:
"What's Your Story?"
Sure, the language style is parallel to our brand, but the value doesn't come from our witty way with words. The value is within the answer that we receive.
Modern consumerism is a fast-paced, crowded market, and we're digesting content at rapid rates. Every time we skim, scroll, tap, like, comment, sign up, or google something, we're consuming content. This reality calls for a unique approach to creating a brand campaign that stands out. When it boils down, the novel and unique details of a brand are usually within their very personal and intimate stories.
Storytelling humanizes the often
visually appealing but substance-lacking content that we're so used to seeing in product marketing. While it has a purpose in the sales department, it doesn't add much value to your brand story. Storytelling doesn't just focus on the result, it creates a transparent plot structure of what the brand is aiming to accomplish. That authenticity is what earns the interest and loyalty.
When it comes to chefs, restaurants, and hospitality, a finished dish is just the last page, and everything before it is where the story lies.
It’s where we build connection, honor craft, exhibit talent, and express the challenging and diligent work that it takes to get to the "end product." It allows the audience to gain appreciation by learning about the entire process throughout which they learn about your ethos. Who you choose to work with, your approach, and dedication to the details only shine via storytelling for the simple reason that you intentionally shine a light on it.
Research shows that people are 22 times more likely to remember a story than a fact. Throughout history, before "content" was ever a thing, storytelling was used for communication, education, connection, and imagination. The reason we've always been so receptive to storytelling is that stories elicit emotion and synchronizes the listeners/viewer's brain with the teller's brain, known as neural coupling. "Mirror neurons" create coherence between a speaker's brain and the brains of his/her audience. As a result, it helps us form a deeper connection. It's a powerful method of learning and within it, fosters the intimate details, ethos, and feelings that are relatable to us.
Some of our favorite storytelling campaigns that inspired us to dive deep into the "why" and "how" of every story we tell…
Written by: Alla Malina, Creative Director @ FSM