The power of storytelling in marketing for the built environment
We know that the built environment is so much more than the architecture and planning of buildings, property and real estate. The built environment is about the humans that inhabit them and the many stories that move them.
For this reason, it’s time to regain a fascination in the humans that are behind our industry, but this time with an aim to authentically connect with them, deliver social impact through engagement and effectively driving growth.
And what better way to connect with your audiences (whether B2B or B2C) than through the power of storytelling?
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Connecting with audiences through storytelling
A break-up is never easy.
At the beginning of the year, our founding Director stepped out of her comfort zone. She articulated what most trained architects are categorically afraid of admitting. She spoke publicly about falling out of love with the architecture industry (and back again) on the Business of Architecture podcast.
The conversation with host Rion Willard was revealing, it was heart stirring and it was sincere. You can ask her.
But through her courage she also told the revelatory story of how a supposed break-up led to the founding of the creative agency Concept Culture. And how others, like her, could take inspiration in this story and carve out an alternative pathway in the industry too.
Since the podcast was published, a number of other architects reached out to her saying that her story resonated with theirs, enabling her to make a valuable connection with the audience and opening doors for new conversations and collaborations.
Image from Business of Architecture UK
Effective storytelling can positively impact business growth
It’s easy to see why humans connect with stories. Humans have communicated through stories for a long time. Humans remember stories. They don’t tend to remember numbers. Do you remember your fairytales from kindergarten or your algebra formulas from high school?
It’s scientifically proven too, that storytelling evokes a strong neurological response (see neuroeconomist Paul Zak’s research); the human brain is wired for stories.
Used well in business, strategic storytelling enhances brand marketing and changes action and behaviour- it provokes a response. It tugs heartstrings and is relatable and goes where most data and hard facts can’t.
“Stories break down walls, build trust and influence people to act.”
Can we apply storytelling in the built environment sector?
It’s a resounding yes.
See storytelling as a strategic business tool, a way to humanize your business. The easiest way to make your brand more human is through using storytelling in your writing.
Brand storytelling helps get your point across; it's what can differentiate your business from its competition, as not one brand story is the same. Stories can build trust and create fans. Take the Royal Academy of Arts for example, as the Summer Exhibition was postponed this year they used the opportunity to write an article about seven stories from past exhibitions. They utilised the power of brand storytelling in their communications as they understood that fans eventually become clients of their artwork.
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How does storytelling translate in a virtual world?
From websites, to video to social media channels (which social media channel is right for your organisation?) to podcasts, there are lots of platforms through which a built environment brand can tell their story. There are lots of ways too (check out our past articles on content marketing tips here and here).
One way is through customer-led storytelling, much like what Kennedy Woods do so well on the projects section of their website. Through this type of storytelling you could gather user-generated content such as testimonials or case-studies to tell an altogether engaging brand story, thus promoting trust and building a body of social proof.
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So, what is your brand story?
Does it excite or inspire? Or does it motivate and spur action?
When thinking of your brand story remember that humans are social creatures and that humans relate to other people. In a hyper-connected world, it’s easier to cut through the noise with a story. That is the true power of storytelling.
Need help telling your story?
Get in touch with us, we’d love to provide you with tailored branding and marketing support to grow and elevate your brand through the power of storytelling.
Photo by Wilhelm Gunkel on Unsplash