A story is a report of connected events, real or imaginary, presented in a sequence of written or spoken words, or images—or both. It has a beginning, middle and end. And the power to make you sit up and take notice. But while every company has a story to tell—and everyone appreciates a story well told—not every brand is a great storyteller. So, it’s vital that your story becomes the best it can be.
Stories lead to meaning. But how do you go beyond narrative and plot? And how do you decide what information forms part of your story, what to cut and what to embellish upon? This is the art of the storyteller. Storytelling is the oldest art—and may still be the most powerful one—and command of its magic catapults the best authors to great success. And successful authors have one thing in common. They all know how to tell a good story that holds our attention.
But storytelling isn’t unique to authors. It’s an integral part of the communication process—and what we do at R&CO. every day. Investigating, uncovering, evolving and creatively revealing your brand story.
More than words and pictures, a brand story is a complete impression of your business made up of truths, perceptions and expectations—meaning part of your story isn’t even told by you. While you may not be able to control everything about your brand, every element of your storyline—from key messaging to visual identity—should reflect the truth about your business.
The search for your brand’s truth lies behind what is already evident and well-known about your brand. But encapsulating what you need to say and how you need to say it is about a lot more than words. It begins with understanding your brand, your audiences, your positioning, and creating a tone of voice and writing style that reflects the real story behind why you do what you do.
“If history were taught in the form of stories, it would never be forgotten.” Rudyard Kipling
Words are powerful. But design is transformational. It finds creative solutions to strategic problems. Acts as the intermediary between information and understanding. Matches what you stand for with what your audiences want. And leads to new adventures.
“Every great design begins with an even better story.” Lorinda Mamo, designer
Whether you have a brand to build, a product to promote, or a service to sell, your audience is more likely to engage if you deliver a powerful, compelling and authentic story. But no story will succeed unless you build something that people can relate to and continually connect with.
And that’s where R&CO. comes in. Creating great brand stories and bringing them to life through design. And nobody knows that better than our clients—who use our storytelling to transform their communications and differentiate their business.
You have a story to tell. We’ll help you tell it.
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