From Boring to Captivating: Mastering the Art of Corporate Storytelling
Have you ever seen an advert so dry that you felt second-hand embarrassment for the brand? The type of advert that makes you wonder if their marketing team just copied and pasted from a boardroom PowerPoint or had a 70% cut in their budget?
We’ve all seen them—bland, robotic messages that sound like they need resurrection. The problem is that nobody remembers them, at least not to use the brand.
Meanwhile, there are brands whose stories stick with you longer than ‘super glue.’ You remember them even after you’ve scrolled past their post or watched their ad. Why? Because they’ve mastered the art of storytelling.
The difference between a forgettable brand and one that wins hearts (and wallets) is simple: One talks at you; the other talks to you. How do you make sure your brand is on the right side of history? Let’s do a breakdown.
Imagine a Nigerian fintech company launches a new savings app and their marketing team drafts this message:
“Introducing our new high-yield savings account with competitive interest rates and flexible deposit options.”
Exciting, right? No!
Now, imagine they went with this instead:
“You work too hard for your money to just sit there. Let’s make it work for you! Save with us today and let compound interest do its thing.”
It’s the same product but a different approach. The second one speaks to you, not at you. That’s the magic of storytelling, the real storytelling vibe that is giving.
Let’s move away from big brands for a second and touch home.
Do you notice that some roadside vendors sell out before noon while others struggle all day? It’s not just about taste (we are not talking noodles here)—it’s about branding.
See Mama Shalewa, a street vendor in Surulere. Every morning, she doesn’t just shout the typical, “Come and buy puff-puff!” Instead, she greets passersby with, “Oga mi, this puff-puff go give you power like JJ Okocha o! Just try one, and your Monday morning stress go disappear.” Before you know it, you’re holding a bag of puff-puff and smiling like you just won a lottery.
Now, that’s storytelling in sales. She didn’t just sell food; she sold comfort, happiness, and a moment of relief on a busy day.
How to Tell Stories That Stick
- Make It About People – Nobody wakes up thinking about your “groundbreaking solutions.” They wake up thinking about their problems. Speak to that!
- Ditch the Corporate Jargon – Forgive my language, but if your content sounds like a legal contract, it’s time for a rewrite. Your audience wants real talk, not boardroom terms.
- Use Relatable Scenarios – Think of how your product or service fits into their everyday life. If it doesn’t, then rethink your messaging.
- Inject Some Personality – You don’t have to be a Layi Wasabi, but a little humor, warmth, or sass goes a long way.
- Give a Clear Next Step – What should your audience do after reading? Buy? Sign up? Engage? Don’t leave them hanging.
At Redwood Consulting, we can’t promise to be Layi Wasabi, but we don’t do boring. We craft brand stories that grab attention, spark conversations, and drive action. If your brand’s messaging isn’t getting you results, it’s time for a refresh.
Because in today’s world, the brands that win aren’t the loudest; they’re the most memorable.
Let’s make your brand unforgettable. Hit us up.
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