Everyone likes to hear a good story. Whether it is a story
you remember of a certain family member or the history of a company, stories
stick and can be shared for years.
Storytelling is also a great way for businesses to be remembered
by. This is especially true with cause marketing in the nonprofit world. The
spokesperson for a nonprofit will most likely have a story of their own that
explains why or how they got started in the first place.
The reason we remember stories so well is because they are
entertaining. The stories that stick around the longest and are remembered for
years are the ones that are unique and interesting.
For example, I remember the history of Gatorade after being
told how it got its name. It used to be a drink, exclusively for the Florida
Gators college football team. In a nutshell, it obviously became a hit sports
drink and is where it is today. The lesson, however, is that a company can be
remembered by their own interesting history.
E-releases, a website focusing on small to medium-sized
business gaining access to newswires, had a post about the importance of
storytelling. The post
used cavemen as an example of communication. Today we may have many more tools
and mediums through which we communicate, but the characteristics of a great
story can be strangely similar.
Even if your company is just starting out or hasn’t had its
big breakthrough yet, stories can still be beneficial. The post from E-releases
reminded readers that some of the best stories are full of hurdles and
conflict. I doubt Gatorade had a smooth transition from the sidelines of a game
to becoming one of the most popular sports drinks dominating the market.
Storytelling doesn’t just help in being remembered. Company
stories often reinforce their very own mission statements, brand promises or
goals. Since we were already on the subject of sports drinks, why not look at
Gatorade’s main focus? Gatorade’s goal is to continue to find the best ways to
assist athletes by providing proper hydration.
After learning about Gatorade’s history, one can tell that
this is what the company has been about from the start. From learning Gatorade’s
unique story, we can now see how consistently they stick to their original
mission. Consistency can give a company a great deal of credibility.
A unique story helps consumers connect with the company.
Stories make a business not only more credible but more personalized. Huge
companies like Halliburton and Microsoft all had a beginning, I just haven’t
heard their stories yet.
E-releases. June 5, 2012. September 25, 2012. http://www.ereleases.com/prfuel/pr-is-storytelling-are-you-doing-it-right/
Gatorade. September 25, 2012. < http://www.gatorade.com/history/#7>
Serra da Capivara cave painting. http://www.fanningart.com/2010/11/cave-painters/
Website. September 25, 2012.
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