Crisis breeds opportunity. The year 2020 was evidence of this as brands connected with audiences in unprecedented ways, with new messages and new goals. It was a scramble, for sure. The companies that performed best were the ones that already had a strong identity and the energy and resources to share that identity in novel and engaging ways.
What’s the common thread between pre-2020 and post-2020 messaging? Brand storytelling. It is the foundation of effective decision-making, and it is the True North for brands pivoting to address new, urgent, challenging needs.
Nearly all brands that are household names today use storytelling to create or increase their momentum. That’s why, when commentators look back on business performance during the first year of COVID, they reflect on how brands framed themselves and why storytelling is so important.
As we close the door on 2020, let’s take a look at some business storytelling wisdom that helped us through a challenging year – and can help us through whatever awaits us in 2021.