What's your story?

This Google Talks presentation by marketing wise-man/author Seth Godin is 45 minutes long and three years old. But its point remains relevant: Is your brand/product telling a story?

As many new toys as social media has given us (and continues to add), stories have increased importance. They are what stands out. They are what people remember.

Truth is, though the connectedness and mix/easy access to so many mediums changes our relationship to them, the primary communication elements of social media are not new: text, audio, pictures, and video. Though a YouTube video gone viral, a smart blog entry, or wit-infused tweet can grab a momentary audience—they go away just as easily. And forget as the next one presented by someone else catches their eye.

But a story told over time and re-iterated by your use of social media can weave your brand or products into your customers’ minds so that it rises to the surface when they need your product.

Example you might know: How many companies come to mind when you need a greeting card or collectible item? Hallmark has told stories for years that tug at our emotions. These range from 60-second, tear-inducing commercials to feature-length television specials that require a whole box of tissues. They’ve made the brand synonymous with emotional moment. But they never shout “buy Hallmark”. They make you feel the tug, then hint at where you can find them when you need.



You can see the same effect in how they’re using their company blog. (Notice how those 9 pictures immerse you in what happened, even before you read any text.)

It's the storytelling that makes them stand apart. It’s an effort that takes planning. Knowing who your real audience is and designing an ongoing campaign that reaches them. Used in concert, these collected media help infuse that story into our customers’ lives… right down to the email or Facebook reminder that tells us it’s time to buy a loved one a card.

So, it’s great that you’ve picked up that Flip camera and have a staffer running around taking pictures whenever possible. But what story are they trying to tell? We all have workplaces, so seeing people in meetings and offices--though they're working hard--isn't going to keep our attention.

Photos (and tweets, blog posts, and anything else media) work better when there’s a real reason behind them. Notice that this isn’t about the technology. It’s about the thought you’ve put into using the technology cohesively. What does what you’re selling really mean to your customers? Can you convey that plain language in a single sentence? How can that these tools then be built upon that notion?

Seth gives the thought a little more time and a number of other examples. It’s well worth the time invested.