Storytelling

Storytelling: The Heartbeat of Successful Brands

In a world saturated with information, facts and figures alone are not enough to captivate audiences and drive action. The key to unlocking the true potential of your brand lies in the art of storytelling. This was the central message delivered by Piriyah Kulkanjanacheewin, Co-Founder & Story Curator at Glow Story, at the Thailand Learning & Development Forum 2024.

The Power of Analogy

Piriyah emphasized the power of analogy in storytelling, citing examples of iconic brands like Starbucks and Netflix. Starbucks positions itself not just as a coffee shop, but as a "third place" – a home away from home for customers. This analogy is reflected in their personalized service and welcoming atmosphere. Netflix, on the other hand, views its competition not as other streaming platforms but as "sleep." This analogy drives their relentless pursuit of compelling content that keeps viewers glued to their screens.

Cultivating a Culture of Storytelling

Building a strong company culture is akin to nurturing a garden, Piriyah explained. HR professionals are like gardeners, carefully selecting the right seeds (employees) and providing the necessary nourishment (training and development). Leaders, like the sun, guide the direction of growth, influencing the overall culture.

Effective communication is not simply data transfer, but a deep understanding of the audience's emotions and motivations. Leaders must connect with their teams on a human level, sharing stories that resonate and inspire.

The Importance of Why

The "why" behind a product or brand is its driving force, its reason for being. It's what sets it apart from competitors and connects with consumers on a deeper level. Piriyah illustrated this point with the example of the Thai brand "Double Goose." By understanding the emotional connection Gen Y consumers had with the brand, Double Goose was able to create a successful campaign that resonated with their target audience.

Nurturing the Seeds of Storytelling

Once a company's vision and values are established, attracting like-minded individuals becomes easier. These individuals are not just drawn to the product or service, but to the underlying purpose and values of the brand.

Feedback is crucial for growth, much like watering and tending to a garden. Piriyah recommended a feedback format that focuses on positive reinforcement, constructive suggestions, and open-ended questions to foster a culture of continuous improvement.

Celebrating Success

Finally, it's important to celebrate successes and share stories that exemplify the company culture. This reinforces the brand's values and inspires others to contribute to its ongoing story.

In the words of Steve Jobs, "The most powerful person in the world is the storyteller." Storytelling has the power to shape perceptions, influence decisions, and ultimately, define the legacy of a brand.