Some news & views

A Little bit about storytelling

A strong story hooks people, takes them on a journey and delivers a memorable message; it has the power to change perceptions and bring your messages and values to life in a way that people can believe in. At SDA, we are skilled at helping clients tell their story in a clear and compelling way, enabling them to forge lasting and meaningful relationships with their audiences. Here to tell us more is writer, strategist and friend of SDA, Kendra Futcher.


Storytelling is as old as time itself, but has never been more relevant. In an era of social media, word-of-mouth marketing and constant social sharing, our ability to challenge brand perception through storytelling has never been greater. Like people, brands are stories unfolding over time. Our ability to tell their stories in a way that engages, touches and builds credibility with audiences is key.


But what makes good storytelling? How do we create great stories as well as nurture and grow them? Like art, it requires creativity, vision, skill, and practice. And like anything we want to master, it’s a trial-and-error process. Authenticity and empathy are vital. Stories that stick are those that people want to hear and share. Stories that make us feel something, resonate with our own life experiences and bring people together.


Stories have become our go-to approach to share, explain and sell stuff. They enable us to crystallise abstract concepts and simplify complexity. A brand like Apple is a great example of this at work. They use real life stories to tell us how their products benefit our lives rather than technical language that leaves us cold. It’s a cliche perhaps, but Nike have always perfected

the art storytelling through authentic stories about real people that not only build communities, but transcend traditional social divides.


In the same way that stories make us human, they do the same for brands. When brands behave with transparency and authenticity, consumers can connect with them. Tapping into people’s emotions and sharing the good and the bad is how stories inspire, motivate and ultimately, drive action. And in doing so, they also build credibility and brand loyalty. Creating

a narrative around your brand or product not only humanises it, but makes it part of the fabric of people’s everyday lives. This is the best kind of marketing.




Kendra Futcher


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Registered in England no. 10460776






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© 2019 SD&A Limited.

Registered in England No. 10460776

26 Bedford Square WC1B 3HP

+44 20 3405 3126