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Let me tell you a story.

Think about the game “broken telephone” you probably played as a child. The person who starts the game whispers something into the ear of the person next to them, making sure only that person can hear what they are saying. By the end of the game, the original “story” has been completely warped based on each person’s differing interpretation of what they heard. What’s so interesting about this simple, childhood game is how it highlights a fundamental concept that is sown throughout the entirety of our lives: storytelling is interpretive. Not only is the story itself important, but how it’s delivered is subject to the person interpreting the story. Storytelling is an art form that shapes our history, present, and future.

Marketing your Story

The idea of storytelling as a marketing strategy has proven to be effective in advertising. In today’s ever progressing technology-based world, that strategy is delivered through digital channels. At Sidepart, we understand the value of marketing a narrative. It allows consumers to emotionally connect with a brand by creating an experience they will remember. We recognize the social aspect of storytelling — stories are what shape our decisions and who we are as human beings. We understand times have changed. The written word no longer provides the connectivity we long for. Ultimately, we understand that digital channels such as Instagram, Facebook, and an overall online presence has blown up to become the most massive social sharing collective in the world.

These principles demonstrate how humans interpret the same story, differently. While it may be the same content, people take away from a story that which means the most to them based on the emotional connection the content has with their own lives. Stories are what you remember, so are a powerful tool in helping us make decisions that drive change and action.

What are things you remember most from childhood? Your favourite fairytale? Mine was Cinderella.


Because I was able to put myself in Cinderella’s shoes (both of them!). I became the protagonist in the story because I wanted to be her. And that’s the goal – to have a story compelling enough to make people want to part of it — and ultimately, buy into your product/business. What’s great about storytelling through digital channels such as Instagram and Facebook is that it is easy for consumers to insert themselves into the story as the protagonist. It’s as easy as clicking “share”, or posting a photo highlighting your product. In a way, they’re retelling your brand’s story as if it was their own.

Power of Consumer Advocacy

The ultimate marketing power lies in customers creating their own stories. This develops strong emotional ties and produces long lasting, loyal customers. Customers promoting  your brand has more impact — and ultimately drives more revenue — than your company’s own advertising efforts .

While digital channels make it easy for your target audience to share their perspectives, digital delivers a key benefit to you: user-generated content enables you to collect an abundance of information about your customers.  So, not only are you the storyteller, but you’re also the audience. And it’s imperative that you listen to and learn from the stories that consumers tell.

As a consumer, I want to hear it – watch it – feel it – experience it. As a company, how do you draw in your target customers to the point that they want to tell your story?

Shoot us an email and tell us how,!

Dana Doswell

Author Dana Doswell

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