MARKETING AFRICA MAL 18/17 mal 18:17 online | Page 69

and I propose two reasons that bring about this scenario :
Stories require vulnerability
In the last issue I shared about my struggle with depression . I recall the first paragraph I wrote over 5 times and it took me about three hours to complete . In all honesty I almost didn ’ t submit it and it took guts to share .
The reason why I was so nervous about sharing is because mental health awareness is quite low unfortunately . Most people can ’ t name two parts of their brains and their functions let alone even understanding mental health problems the likes of depression , suicide , dementia , epilepsy , amongst others . It wasn ’ t easy , I was scared .
However , something interesting came out of my guts . Rarely do I get responses on my articles but someone sent me an email and said he was grateful for the advice on coping with pain . I made an acquaintance as a result .
It ’ s not every brand story that ’ ll place the brand as the knight in shining armor because that will just make the brand inauthentic . As unsettling as it may be , it will likely turn out for good ; like in my case , your brand may make a new acquaintance ( s ).
Stories are hard work
The number of hairs I ’ ve pulled out of my head writing this article … Sunny Bindra is one of my top idols . Every

‘‘ Many brands have benefitted from storytelling and you can check online how different brands have applied storytelling . It ’ s worth the shot . For a storytelling culture to be inculcated in an organization , obviously it has to start from the top . Leaders have to tell stories and encourage others to share their stories as well .”

piece of content he puts out seems to have its source from the most pristine place . His ideas and perspectives are fresh and relevant and most people would relate with his sentiments .
It doesn ’ t come easy though . Since 2015 , he set a goal of reading 50 books in a year . In 2015 he read 50 and in 2016 he read 56 . The last I checked he ’ s on track to completing 50 for 2017 . This of course doesn ’ t include the journals , magazines , newspapers , online articles , etc . that he reads . That ’ s no mean feat . Even for an avid reader 50 books a year is many ; consider children , work , sicknesses , school , etc .
Obviously I ’ m not saying one would have to read 50 books in a year but what I am trying to emphasize is that stories require mining . To create one story means a lot of work has to be put in looking for its elements . ( By the way next year I ’ ll join Sunny Bindra ’ s challenge . This year …)
Many brands have benefitted from storytelling and you can check online how different brands have applied storytelling . It ’ s worth the shot . For a storytelling culture to be inculcated in an organization , obviously it has to start from the top . Leaders have to tell stories and encourage others to share their stories as well .
As for sharing stories online , organizations should be open to allowing members of staff to share stories that are completely unrelated , for example , a female employee sharing her struggle with her baby ’ s colic . Place in the necessary parameters and share your stories ; within and without your organization . Till the next issue , adios !
Marion Wakahe is a Marketing Consultant with a knack for upcoming marketing trends . You can commune with her on this and related issues via mail on : MWakahe @ gmail . com .