Storytelling is NOT good communication

If we start thinking about story-"giving", instead of story-"telling", we will understand better how our messages may be received and reused. If we only think about story-"telling", we will convince ourselves that what we've told will remain in statis: broadcast, received, told.

That's not how stories work. Humans GIVE stories. They are received as gifts - interpreted, distorted, retold (wrong), used however the receiver needs to use them. This is as true in brand narratives as it is in the tales we tell round the campfire.

In social situations it’s important to never give away a story that you're not willing to lose... and it’s a good idea to treat other people's stories as precious gifts.

In business, make sure those stories are authentic, heartfelt and purposeful... or you might get them re-gifted back to you, warped and meaningless, like an unwanted scented candle at Christmas.

What does this mean for brand stories? There are countless examples of when the brand story doesn’t match the reality of the customer. For example in the UK, we have a beer brand that tells you that they represent sophistication by being “reassuringly expensive”, but is best known for being drunk by 7am airport drinkers (no judgement from me 😀).

There’s also a particularly annoying candy commercial which asks the audience to believe that there is nothing cooler than enjoying a hard caramel when travelling by train and listening to music, when their last campaign told us that these candies were for the elderly to push on their grandchildren. Which is it?! These brands think that by telling a story – any story – that this somehow becomes true. Stories cannot be one-way broadcasts, because that’s not how the world works.

We know when a story doesn’t feel right, and social media allows us all to comment and lampoon any attempt at insincere storytelling, and throw it back at the business with venom.

OK, it’s time to name names. Jet2holidays, the tour operator with the catchy pop song, who tells us that they are the number one choice for perfect family holidays have been utterly ridiculed by social media. Accounts and reels have sprung up to show sunburnt holiday makers fighting by the pool to the soundtrack of Jess Glynne's "Hold My Hand” with a voiceover announcing the latest Jet2holidays discount. (Google it, it’s quite something.)

One brand who have developed their stories with their customers is the Irish budget airline, Ryanair. They often repost their customer’s funny memes about the lack of legroom, queues and baggage allowance, and chat back to those who criticise them, winning positive comments and interactions with other customers. They take trivial complaints head-on, laughing at their own draconian rules and cramped conditions. When they were tagged in a post that asked them what their rules were for “tall people sitting on planes if their legs don’t fit in normal seats”, they gave a three-word response: “bend your knees”. They are unapologetically cheap and without frills, and will tell that story over and over to their customers and with their customers. Ryanair even start rumours to provoke others into creating stories about them.

“All you have to do is make noise. I’ve been making noise whether it's charging for toilets, standing-only cabins, or whatever. Social media kind of accentuates that nonsensical rubbish.” Michael O’Leary, Ryanair CEO

So, what can you do when you want to tell the story of your brand, business, department or team, authentically, and from the heart? Unsurprisingly, pause.

Here are some story-giving tips:

1. Is your storytelling story-giving? Are you allowing your story to be given freely so others can contribute, or are you broadcasting what you want others to hear?

2. Are you listening to how your story is being told by others? Who else is contributing to the story? Are these stories what you want your stories to be? How can you authentically shape the stories being told?

3. Meet, don’t match. If the stories are negative, meet them where they are by acknowledging them, and not ignoring them, so you can help build an authentic narrative. Maybe it’s time for a new story?

4. Test the stories if possible. What resonates with the listener? What stories are coming back?

5. Invite builds to the story. Share customer stories, allow other voices to weave into the narrative.

6. Don’t take your story too seriously. It’s not made of glass. Allow it to move and be moved, making sure that it serves both you and your customers.

Not everyone will resonate with your story, and that’s OK. Like all aspects of your brand, you’re not for everyone, so don’t take any backlash to heart. When we are criticised for promoting “going slow”, we are not phased. Some people are incapable of going slow, and that’s fine! (You know who you are…😳) Keep giving your stories and let others build on them.

Inviting others to shape your story is a vulnerable place to be, but also an authentic and human place, which, in our opinion, is where the best stories live and grow.