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Niamh Dunne

The future of data and brand storytelling

Data. Something that brands often associate with information and research but never storytelling.

When a brand thinks of storytelling, they often lead with the emotional and human aspect in the hopes to engage an audience. But what about data? Even though facts and figures are can sometimes be overlooked, they can actually help create a compelling story.

Here at All Good Tales, we believe data storytelling is becoming an effective communicative tool. We’ve seen international brands using it to further engage their audience.

Spotifyresearch data storytelling

There are many brands out there that are already using data storytelling. 

Spotify is one of the biggest brands out there that uses data storytelling on a regular basis. The combination of hard data with human element is a compelling structure for storytelling.

To find out how we can help your team tell your brand story, request a consultation here.

Spotify uses the data of the customers to create playlists catered to the interests of their customers. By using data storytelling, Spotify offers a unique USP that very few other streaming services have yet to tap into.

Huggies

Another brand that has used data storytelling is the Canadian nappy brand, Huggies.

In order to compete with their main competitor, Pampers, the brand needed something to put them ahead of the game. Rather than just tapping into the emotional aspect of marketing, Huggies decided to use data to tell their story.

research data storytelling

The brand conducted 600 studies that proved hugs helped stabilise babies. The mission statement of the study was to leave no baby unhugged. The combination of data and emotion lead to a 30 per cent increase and a further 300 per cent audience engagement.

So, why use data for storytelling?

So, why does data storytelling prove to be so effective for brands?

Data storytelling is the magic concoction of both hard information and human interest that allow the audience to trust the brand. Data adds creditability to your story, as the audience is more inclined to trust your brand, as it supports the narrative.

While people are initially drawn to a human interest story, facts and figures are the key ingredients to brand storytelling.

Data storytelling is a great way for your story to stand out amongst competitors. Rather than just utilising the emotion behind a story, data allows for your story to engage the audience even further. While the audience may be drawn in by the story, it is the data that will drive home the message of the brand.

Data and storytelling is the perfect PR cocktail for any brand out there. It allows adds another element to your story that can make you stand out, as well as further engage your audience. While there may be a select few brands who engage in data storytelling, the future of storytelling will see brands incorporating more data into their storytelling.

Here at All Good Tales, we are doing great work for brands like Ancestry.com, Entekra and DAA, to name just a few. We are building brand newsrooms, executing exciting PR strategies, and training key staff how to craft emotional brand stories. For a free consultation, please click here or call Gaye on (01) 254 1845.

Why HR managers should embrace storytelling

Storytelling is a tool we use to help businesses with their clients, but what if it can help with your employees too?

Storytelling is the foundation of any successful business in this social media and digital era. As storytelling for prospective clients is the key objective of any business.

To find out how we can help your team build their confidence through storytelling, request a consultation here.

Here at All Good Tales we can show you how storytelling is just as important in regards to your team. The very basis of storytelling is telling a client about who you are as a company and what can you do. So how can this improve your team?

Skills Training

Training is the key to ensuring your story is being told. By having an annual training programme put in place for employees it can have a number of different benefits.

HR Storytelling

Firstly it allows employees to refresh on your story and its importance to the company that they were initially taught. Not only that, it allows for employees to learn and develop their knowledge of storytelling.

Your teams are representatives of you and your story, therefore by enlisting a yearly or even bi-annual training programme, you are equipping your team with the best knowledge of you and your story.

Not only that but it creates a sense of community amongst the workforce, all striving together for the same goal. With regular and effective training, this produces results that are consistent.

Builds engagement and personality

Much like storytelling to a client, you have to insert your personality or at least have a compelling narrative. If the story lacks any sort of engaging emotion than just like clients, your team will not invest their time into it.

Your story has to have a personal touch on it, which can allow your team to understand what your objectives are and how you want your story to be told.

By allowing your team to understand the premise of your story, it can clarify the company message.

Increase employee morale

Finally, just as clients want to hear about the success of your storytelling, employees are not much different. Telling employees about the positive impacts their work has had on clients is an effective method of boosting morale.

HR Storytelling

Your team wants to know that their work is making a difference in a positive way. This can have a domino effect on not only productivity but also the behaviour of your team.

This can also motivate the team in any future projects as there is the need to exceed previous results, striving for an overall better result.

Storytelling is not exclusively linked to clients but the template can be used in working with your team. With some minor tweaks, you will be able to use your story not only to attract prospective clients but also to help with your team.

Giving your team the best help possible not only helps them but also in telling your story.

Here at All Good Tales, we believe that storytelling can help your team improve their presentation skills and build their confidence. We’ve already helped teams from Failte Ireland, DAA and Guinness Storehouse build their storytelling knowledge. We’d love to help you out with a free consultation. You can call Gaye on (01) 254 1845 to organise yours today. We also run courses that give you practical information on connecting with customers. For more information or to book your place, click here.