MARKETINGVIDEOGRAPHY
Choosing Which Type of Story to Tell
Every business has a story to tell. From how your business got its start to the vision you are aiming to achieve, we’ve found that there are 7 types of stories that can be told. Whether it be through our company brand films, social media plans, or branding services, these are the types of stories that we use in all of our marketing efforts.
1. The Origin Story
What is it?
The story of how something came to life. This is a story that shares how a business or nonprofit—how an idea, product, or service—was started. It’s the story of where the founder saw a need in their community, and how they brought people together to start a nonprofit that resolves it. Or it’s the story of how a brand pioneered an innovative new approach, where the idea came from, and how it developed into what it’s become today.
Best delivers on a client’s objective to: Launch a product, service, or brand or otherwise introduce the brand to a new space
Why it's valuable?
- Helps to explain “Why You”
- Builds trust in who you are and what you’re about
- Can express the brand’s deeper motivation
- Other brands may do, or believe in, similar things—but no other company will have your unique origin story
- Helps customers feel you ‘get’ them, especially if the origin story reflects a shared interest or background
Where its used?
- Website home page
- Website ‘About Us’ page
- Kickstarter campaigns—where the idea for a new product, film, etc. came from and why it’s needed
- Beginning of talks, presentations, or pitches
- Most common question in interviews and conversations
- Product or service promotion
2. A Values Story
What is it?
This is a story of why a brand embraces a certain value. It demonstrates a specific quality or strength that is core to who the brand is and the culture they want to create.
Best delivers on a client’s objective to: Increase awareness or connect to a brand
Why it's valuable?
- Helps to foster a desired workplace culture
- Builds trust in a brand’s values
- Associates a brand with a shared value of the customers, thus connecting them to that brand
Where its used?
- Talks, presentations, and pitches
- ‘Meet the Team’ website page or assets
- Recruiting materials
- Blog posts
- Short values stories on social media channels
Play Video
3. The Why Story
What is it?
This is a story of why a brand does what they do or why they connect with a certain project, person, or topic that they’re pursuing. It demonstrates the motivation behind a brand’s or person’s work, or why they’re personally invested in—and connected to—what they do.
Best delivers on a client’s objective to: Increase awareness, connect customers to a brand, or launch a new product or service.
Why it's valuable?
- Helps to connect people to your larger mission
- Builds trust in the brand’s intentions
Where its used?
- Common question in conversations and interviews
- Beginning of talks, presentations, and pitches
- Company home page
- Company ‘About Us’ page
- Proposals & grants
- Product or service promotion
4. A Vision Story
What is it?
This is a story that portrays the vision for a nonprofit, business, idea, or cause in a way that others can see it too. In contrast to the Origin Story, which shows how a brand got here, the Vision Story shows where the brand is headed. The Vision Story is all about making your path incredibly tangible so that the brand’s team, investors, or crew are all deeply connected to the mission.
Best delivers on a client’s objective to: Increase awareness or connect to a brand
Why it's valuable?
- Communicates the future in a tangible way that others can see and connect to
- Gains support for the greater vision, new direction, or new idea
Where its used?
- Internally or publicly to gain support for a new project, idea, or company direction
5. A Teaching Story
What is it?
A Teaching Story is one that is used to share a lesson or educate somebody on the why and how of a new skill. A Teaching Story is one of the best ways of imparting knowledge. By using story, it becomes far more engaging and emotionally felt, which greatly increases the chances that an audience will actually get the lesson, as well as remember it.
Best delivers on a client’s objective to: Educate customers or drive sales/donations of a product/service.
Why it's valuable?
- Helps make employee training or other education effective and memorable
- Teaches new skills and information
- Shares important lessons learned
- Offers valuable content to customers or community
Where its used?
- Tutorial videos/guides
- Employee training videos/guides
- How-to videos/guides
- Product explainer videos/guides
- Blog posts and social media—attract new email sign ups for free content that teaches community valuable skills or lessons in their field
- Driving sales
Play Video
6. An Impact Story
What is it?
This is a story of how a company or nonprofit has made an impact. It is often thought of as a case study or a testimonial, but what’s critical to understand is that a great Impact Story will go beyond talking about the impact and develop a strong character and journey as well.
Best delivers on a client’s objective to: Drive sales/donations of a product or service.
Why it's valuable?
- It helps to show the ROI of what you do
- Demonstrates the value that the brand offers its customers
- Builds trust in the brand
- Customers often seek out reviews while in the research phase before purchasing
Where its used?
- Company website and testimonials
- Social media channels
- Blog posts
- Pitches and proposals
- Driving sales
7. An Objections Story
What is it?
This is a story that first validates, and then reframes, others’ objections. It shares the story of a person who had a similar objection, the journey they went on, and the new way of thinking they arrived at.
Best delivers on a client’s objective to: Overcome a common issue or problem.
Why it's valuable?
- It helps to overcome a known objection in the mind of the customer
- It connects customers or clients to a new way of thinking
Where its used?
- Sales Environment
- This is commonly used in a sales environment where you can understand the client’s objection to making such a large investment or in following your approach to crafting their video.
In Summary
Storytelling is an integral part of our marketing services here at Howell Studios. Telling our clients stories is our biggest priority and through excellent storytelling we have been able to generate awareness and new business for our clients.
