Storytelling is a timeless skill. From the earliest recorded history, storytelling was a method used by cavemen to communicate, educate, share, and connect. Life happens in the narratives, we tell one another. Data can persuade people, but it doesn’t inspire them to act – to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul.
Founder of Piccolo PR, Sarah Cichy, knows only too well, the power of a great story.
Building brands through storytelling for over 10 years. Every brand needs a narrative. It is critical to create a brand identity.
Founder of Piccolo PR, chats to Stylist Samantha Docherty about her love of narrative and its importance in creating a brand identity.
Sarah, would you say you are a storyteller?
Oh yes, absolutely! I love stories. I love learning about people’s footprints of life. Not enough people take the time to just…. listen.
How is storytelling beneficial as a strategic business tool?
Each brand has a narrative – their own special code that will help separate you from your competitors. The use of brand storytelling is used to create empathy and connection to position you as an industry thought leader. Your story is your currency. In order to become iconic, you need to be distinctive. Before there were emojis, posts, shares and likes people shared ideas through the oral tradition of storytelling. Humans are hardwired to remember stories as every person on this planet comes from a lineage of storytellers. Using social proof alongside storytelling creates an emotional connection, depth, inspires motivation and creates empathy.
Social media and influencers are a key element of promotion in today’s digital world; but can brands get too focused on ‘social’ and miss key fundamentals in promoting their offerings and ethos?
You’re one hundred percent right – we are all ‘under the influence’. Storytelling has evolved since its earlier tradition with a strong appetite for sharing content on social media. We’re only at the start of a social boom. Our ‘virtual friends’ are incredibly important, but they won’t necessarily motivate your audience to take action. Piccolo PR connect closely to the brand, the story and the people behind the brand and focus more on building relationships and less on call to actions.
Representing a broad range of products in the children’s market – from fashion to homewares, how have you seen the quality and calibre of children’s brands change over the past decade?
Children’s wear is now ‘cool’ and we are seeing more high-quality collections bought locally at affordable price points. SLOW fashion is taking the lead and being kind to the planet by driving conversation around eco-friendly, sustainable consumption and ethical manufacturing which is giving them extra street cred. We are shining a spotlight on makers, creators and consumers who are helping us restore a deeper sense of value in what we buy and what we consume.
What can Piccolo PR offer new or established brands in the kid’s fashion sector?
The genesis of our story – the reason we exist – is simple. We are here to make you relevant. We curate and craft creative content that is thoughtful, meaningful and real, and deliver bold strategies with a global perspective that drives real commercial success for businesses to grow. Piccolo PR gets close to the people behind the brand to find the reason why the brand exists. The first step to creating a brand identity is to help you find your voice and bring your story to life.