Storytelling is a technique that uses stories and their engagement to communicate a specific message and connect with the audience. More and more, all types of organizations are using storytelling and shaping stories their own way. But what is storytelling really about? Let’s discover its founding base.

Storytelling is as old as humanity

Through the millennia and the history of mankind, people gave meaning to life through storytelling. It is one of the most natural means of communication, and for this reason we are naturally drawn to stories. In stories, our brain can induce the same hormones as falling in love. As we tell and consume stories, we produce Dopamine, enhancing focus, motivation, and memory; Oxytocin, inducer of generosity, trust, and bonding; and Endorphins which  relieve stress and create a sense of well-being. This explains why we have all fell in love with Jack and Rose as if we were on the Titanic with them. Or how much better we feel after watching Love Actually. Stories are essentially providers of references that help us evaluate the world. We experience and understand life through them.

Storytelling can be applied to any area of life, including in business

Corporate storytelling is a trend that has entered all types of organizations. It is about communicating the brand in a story-like format using enticing narrative techniques, as people are not moved by facts and data, but by emotion.

In today’s overstimulating world, conveying a relatable and engaging brand story will be decisive in whether consumers empathize with your organization, and commit to beginning a relationship with your brand.

How organizations use storytelling

Organizations use storytelling to transmit messages in an impactful way. These messages include talking about the values of a company, introducing a new product or even explaining the founder’s story. Different formats can be used, but most commonly corporations choose video, as combining images and audio to craft their corporate story is considered to be the most impactful in terms of telling a complete tale.

Organizations use storytelling to bring coherence to their overarching content and marketing strategy. Take the example of Patagonia, who’s vision statement reads “Patagonia is in business to save our home planet”. Its social media posts, website content and other communication efforts work together to contribute to telling the story of how they are saving our home planet, essentially attracting loyal customers who believe and subscribe to Patagonia’s story, and its ability to convey its moralistic principles, ethics and mission in a relatable way, in the mind of the “story reader” – us.

Storytelling can make the difference for your organization by connecting you to your audience. At Midas we are experts in implementing storytelling that will help your brand succeed. Visit or get in touch with us via email to start standing out.