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How to use Storydoing to boost your business story

Posted: Thu Jan 23, 2025 3:32 am
by shammis606
Audiences remember stories more easily than marketing messages that seek to sell them something. In that sense, storytelling has been a fundamental part of successful marketing for many years. Nowadays, there is a new interesting method to consider: storydoing .

But what is storydoing? Is it worth integrating it into your marketing strategy?

One thing is clear: everyone loves a good story, fusion database and your customers are no exception to this rule .

It's hard to resist mass media that invites you to sit back and lose yourself in a truly off-the-wall narrative, so it's not hard to see why storytelling is such an essential part of today's Content Marketing campaigns .

It helps an audience connect with a brand on an instinctive, natural and enjoyable level.

Storydoing is an enhanced version of storytelling that makes engaging an audience a simpler process.

It also encourages them to get involved and become part of the narrative in their own right for an all-round compelling experience.

Here you will get a closer look at what storydoing is in marketing today.

What is Storydoing?
Storydoing vs Storytelling: What's the difference?
How does Storydoing work?
Great examples of Storydoing in action
Storytelling + Storydoing: Can you use them together?
Summary: Tell the next chapter of your brand story in style
What is Storydoing?
How many times in your life have you heard that actions speak louder than words or been asked to show rather than tell?

Sentiments like these are more than just popular sayings. A great story that is well told and inspires others the way it is meant to is great, but a narrative that takes things into the realm of action is even better.

Storydoing has been around since 2013 and refers, in part, to the act of crafting and telling a story.

However, this type of storytelling is done in such a way that the listener is invited to participate more, becoming part of a larger movement because of what they are hearing .

If storytelling motivates the target audience to absorb the message behind why a company does what it does, storydoing inspires them to stand up and take action in accordance with that message.


Storydoing vs Storytelling: What's the difference?
If you still think that storytelling and storydoing sound very similar, that's totally understandable.

The two have a lot in common and even follow similar approaches . Both use the power of a compelling story to tap into an audience and convince them to give a message their time and consideration.

However, their ultimate goals, while related, are a little different.

Storytelling is about conveying a company's core values—the "why" at the heart of why they do what they do.
Storydoing is about inspiring actions based on those goals .
Storytelling asks the audience to consider ideas.
Storydoing drives choices and actions that lead to better products and deeper connections .
Storytelling helps your customers believe in what you're doing.
Storydoing convinces them to internalize your message and make it their own .
In short, it is about the difference between talking and doing.

How does Storydoing work?
Although the development of a particular storydoing campaign will naturally vary from one organization to another, the basic process will always be similar.

In summary, storydoing goes through four different stages.

1. Discovery
Most companies settle on their story at some point during their branding campaign .

They need to know what they stand for and the “why” behind their products before they can use those ideas to sell what they do to a target audience .

In the first stage of storydoing, you don’t replace that story or renew it. But you revisit it and start thinking of ways to get to its essence—the core of everything.

2. Communicate
How you decide to send your brand’s larger message to the world is up to you and your team, so it’s okay to get creative.

But when storydoing is the ultimate goal, you’re doing more than just telling a story. Companies that do storydoing have a mission — the goal of mobilizing people, empowering them, and inviting them to be part of something bigger than themselves.

Consider your company’s greatest strengths . If you could inspire everyone connected to your company, from your employees to your customers, to share something about what you do, what would you want it to be?

Make the decision about what story you want others to tell about your brand in the years to come and place it at the center of your actions .

3. Construction
Publishing a great story that engages your audience and could potentially create a legacy for your brand is the beginning of storydoing.

You also have to act on what you say, something that many companies and individuals never get around to doing.

The build phase is when you turn your initial ideas into actions and create a company culture based on those principles.

How does your story translate into the experience you offer your employees and how you treat your customers?

How do you back up your promises and empower those associated with your brand?

4. Benefits
This is the final stage of storydoing where you can reap the results of your efforts throughout the other three stages.

If you have truly grown your business and taken it to the next level, you will be able to see evidence of that growth.

Your bottom line will be healthier, your audience will be more engaged , and people will talk about you.

Your customers will genuinely feel like they are part of your company , and they will demonstrate it in ways that contribute to your brand.

Great examples of Storydoing in action
Brands that successfully harness the power of storydoing are easy to spot once you know what you're looking for.

They strive to go beyond cheerful slogans and glossy images . They show their customers that they mean what they say and deliver on their promises.

The following brands are excellent examples.

Jetblue
The entire philosophy behind JetBlue is the desire to “bring humanity back to airlines,” as stated in the company’s branding campaign.

That was more than just a nice promise. It was a quest that the company accomplished beautifully .

JetBlue did this by showing its customers that they were important and providing them with the kind of service that is now scarce or non-existent with other airlines.

JetBlue offers just one class of service and everyone has access to it. Plus, everyone gets a leather seat, satellite TV, and unlimited free snacks.

Target
Target is another brand that has done an incredible job of making what they do a comforting and trusted part of everyday life.

Like JetBlue, use storydoing to honor and elevate your customers, showing them that they are priorities and deserve to be treated like gold .

Target was one of the first retailers of its kind to partner with renowned designers to bring quality, style and trend to the masses.

It also celebrates the value of everyday life and gives meaning to all of your branding efforts.

Zappos
When people think of brands that go the extra mile, setting a new gold standard in customer service, Zappos is one of the first that comes to mind.

They are on a mission to provide impeccable white glove service to everyone who purchases from them, regardless of the attached cost.

And they treat their employees just as well. Zappos wants their customer service workers to really enjoy their jobs , so much so that they'll give them money to help them leave if they're not in love with what they do within a couple of months.

Storytelling + Storydoing: Can you use them together?
Storytelling and storydoing are not mutually exclusive marketing approaches, so you don't have to make a big decision about which one best suits your business goals.

You can and should use both if you want to get the most out of your ongoing marketing campaign .

Think of storydoing as a way to elevate the storytelling your marketing team is probably already doing and get more out of it.

Today's consumer wants more from a shopping experience than just great products and services for their money.

They want to feel like their choices matter and they want to identify with the brands they choose on a deeper level.

Storydoing is a great way to provide that to your customers while increasing your bottom line and making your branding efforts much more effective.

Summary: Tell the next chapter of your brand story in style
There's nothing like an epic story to turn a great brand into a legend, and storydoing is a great way to make the most of yours. (Just ask the geniuses behind Target and Zappos!)

So is taking advantage of tried-and-true advice from experts.

If you want to learn how to create truly impactful content that resonates deeply with your audience, then you need to read our content creation guide!