Storytelling is trending! Of course, that is not really new news to most of us. Whether it’s a press release, pitch, video series, commercial, or social media campaign, we all know what makes a perfect story. There’s the well-described setting that sets the scene or tone, the development of the characters who essentially drive the story line, and the conflict and resolution, all of which leaves you wanting more. A beginning, middle, and end that collectively make your audience feel some kind of emotion or connection to the story, the characters and, in the world of communications, the brand. But sometimes, we can find ourselves so caught up in the marketing “jargon” and “approved language” that our end product becomes a sales pitch, equipped with all but the price to purchase.

The question is: How do you make sure the content in your story is emotional, authentic, and believable? The answer is: Keep the marketing speak out, stop telling your audience and instead “show” your audience your brand’s story. No one wants to be told what to think, believe, or buy. They want to feel like it was their decision because of a deeper connection with something that is greater than what they experience in their everyday lives.

There are many brands out there today that have really taken storytelling seriously. From the dramatic and creative to the emotional and compassionate, we are asked to be engaged on a whole other level. Here are some examples of recent B2B and B2C storytelling standouts in order of preference:

• Allstate. When you think of Allstate, you think about someone, well, selling you insurance, which, let’s face it, is really not that exciting. But this B2B and B2C insurance firm decided to have a different take on their brand’s story by making the cause for mishaps an actual character. His name: Mayhem. Why do we like Allstate’s Mayhem series so much? The character is believable. From an exploding hot water heater to an angry jealous teenage girl behind the wheel, Mayhem reminds its audience that anything can happen at any time and you’d better get properly insured.

• Tide and Downy. Tide actually ran two campaigns on its Vine channel during the 2014 Winter Olympics that stood out and successfully told its brand story. The first was a #FigureSkating partnership with Downy where the Tide and Downy bottles represented figure skating couples promoting how well they go together

“With clean lifts and soft landings, @Tide and @Downy really are better together. #FigureSkating”
“It couldn’t have happened to a better pair! @Tide and @Downy clean up on the ice. #FigureSkating”

And then there was their #feelsgoodtoshare, which promoted the Tide Pods showing Olympians from competing countries in front of a washer and dryer with one handing a pod to replace the other’s basketfull of detergents.

“Sharing one makes a perfect stranger perfectly happy. #FeelsGoodToShare #TidePods”

These are great for two reasons. First, they use a six-second tool to tell a story… perfectly. No more time is needed to understand and connect. Second, through the camaraderie and sportsmanship depicted in this campaign, you get a real feel for what the brand stands for and its place in our lives.

• Chipotle. First, Chipotle’s recent video series “Farmed and Dangerous” shows us that you can create a Hulu video series to sell tacos and burritos without even talking about tacos and burritos or anything else you sell. The series is bold and full of a cast of characters straight out of a popular primetime soap opera. Chipotle’s message is clear – they are concerned about what goes into the food we eat, and you should be too.

Prior to “Farmed and Dangerous,” Chipotle released “The Scarecrow.” When watching for the first time, in just a little under three-and-half minutes, you found yourself transported into a mystical animated world with melodies of “Willy Wonka and the Chocolate Factory” where you followed the story of a scarecrow in search of real farm-fresh food. Again, Chipotle makes a bold statement about highly debated farming practices in the U.S. as a way of telling the story about its brand and what it stands for. They strive to educate and give you more than just a burrito.

Of course, there are many more great examples out there of brands promoting themselves by showing who they really are as opposed to telling audiences how they should feel. They understand that their greatest attributes are best communicated through stories and characters that emotionally connect with their audience, building a loyalty that is earned.