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Kindra Hall knows exactly how powerful a well-crafted story can be. She’s built a career out of being an expert storyteller, regularly consulting with global brands on inspiring employees and customers through strategic storytelling.

Kindra’s passion and depth of knowledge are why we are bringing her as a keynote speaker for our upcoming 2018 Customer Intelligence Summit in Washington, D.C. To get more out of customer insight, many researchers and marketers today recognize the need to tap into the power of telling compelling stories. Kindra knows how to find strong stories that help you gain influence in your company and spur teams to take action.

Here are a few brand storytelling lessons from Kindra that will give you an idea of what you can expect to learn from her at the Summit.

1. Understand what a story is

Far too many brands just take a tagline, squeeze it into narrative form, and call it a story. It’s not. Customers can tell the difference, and they’re not impressed.

“There are emotions,” Kindra says, “not just information. There are characters we care about and something at stake. People want to do business with people, not businesses.” Brands need to tap into genuine and appropriate emotion for their stories to land with customers.

2. Use details, but be precise

There are an overwhelming amount of media and messages vying for a customer’s attention. As such, brands need to maximize every opportunity you have—but in the right way.

“When you only have a few minutes to deliver your message,” Kindra says, “it’s tempting to cut the details in the interests of time. This is a huge storytelling mistake. Your stories will be more engaging and effective if you keep the details in.”

3. Use humor—but avoid jokes

Everyone likes to laugh, but not everyone likes jokes. This is because jokes are dependent on both delivery and said at someone’s expense. They fizzle just as often as they land (if not more).

Kindra suggests using stories instead of saying jokes. “If the story rings true for the audience in a funny way, the audience will chuckle. They are not laughing at you or your material, they are laughing about something within themselves which makes the enjoyment more meaningful.”

4. Stay on message

You only have a brief window of time before your audience’s attention falters, whether you’re speaking on stage or communicating on social media. As such, you need to spend that time wisely.

“With a small amount of time,” Kindra says, “staying on message and knowing exactly what you need to say is vital.” Brands can’t afford to mix messages or try to say everything at once. Tight, focused communications will garner the best results.

5. Choose a universal moment

Stories are powerful tools to connect with customers, but only if you choose the right ones to tell. The best stories are the ones built around a universal moment that is relevant to your target audience.

“Tapping into stories that are part of the human experience is a powerful strategy to build deep and instant rapport,” Kindra advises. It’s an instant and easy connection to others that can be the basis of a strong relationship.

Watch Kindra Hall at the Customer Intelligence Summit

Kindra Hall’s expertise at brand storytelling is only matched by her skill on stage. You’ll be able to experience it for yourself this September at the Customer Intelligence Summit. Save your spot today and join more than 600 marketers and customer intelligence experts.

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Kelvin Claveria

Kelvin Claveria was the former Content Marketing Manager and was responsible for Vision Critical's blog and social media marketing program. Before joining Vision Critical's global marketing team, Kelvin worked at Dunn PR, a Vancouver-based public relations firm. His experience includes working with lifestyle, real estate, and non-profit clients to develop social media marketing and PR strategies. Kelvin has a Bachelor of Business Administration from SFU's Beedie School of Business.
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