Transcript
Storytelling is about empathy and it’s about creating this emotional connection. And when you use everyday language it’s as if you are speaking to another human being, someone that you would connect to, right? We connect to other people. We don’t connect to products and brands without the emotional element attached. So we’re in a sense personifying whatever we’re speaking about and in that sense, we want to use everyday language [as] like we would speak with our friend and this also makes it more approachable for the largest number of people no matter what background they have, their education level, etc..
And especially something that we’ve noticed because where we’re going quite international quickly is that using jargon or different expressions that might not be internationally understood in the English language makes it, again, not very approachable for certain markets. And we have really played a lot with trying to find a very neutral language that is fun and emotional and it really gives off the values that we are passionate about in our brand but also keeping it neutral enough knowing that, for example, our target audience – they’re usually non-native English speakers they’re people that have lived all over the world and are moving around and speak English because it’s the common language amongst everyone else, and it’s been very tough to try to figure out what are the right words that the majority of those people would understand while also keeping the right tone.
But I think it’s very important again to think about your target audience to feel like someone could sit down and have a coffee with your product or with your brand or feel like they’re actually engaging and part of that story and if you use a language that isn’t approachable and isn’t every day you start to feel like there’s a shift in the power dynamic and you’re teaching people or informing people about something that they should listen to and then it doesn’t feel like they’re your friend anymore. It feels like maybe they’re your teacher or your mother or something else.
Get close to the story or be part of it or be part of that brand. So you need to approach it on the same level as you would another person.
