Why we're more likely to remember brands with image content

If you’re looking to connect with clients and potential clients then engage them through storytelling.

The art of telling a story has people be more engaged in the present moment and more likely to remember (and recall to others) your message after it’s happened, be that the next day or the next month.

When was the last time someone told you a story of something that had happened to them? For me it was an hour ago - someone was talking to me about a necklace they’d bought. How it was made from seeds from a specific type of plant that grew in the Himalayas and that he’d soaked the necklace in ghee and then milk to make it more robust, shiny and longer lasting. The layout of the store he’d bought it from and the conversation he’d had with the store owner. I was totally there with him, in the store, in the conversation, and felt connected to each element of the story in a way I wouldn’t have if it had been just factual: “I bought this necklace from xxx. The store was sweet and I had a good chat with the owner”.

This type of storytelling is powerful to connect with people. And for businesses and individuals who have a brand that you’re selling to others, the art of storytelling is a powerful tool first to engage people, and then to have them be part of your story.

I used to be obsessed with going through shopping catalogues when I was younger. (Any other UK youths like them a bit of Argos catalogue time?!). Can you imagine flipping through a store catalogue full of line items and no images?!

Of course not! Images drive the point home. They also add something to stories that text cannot: speed.

According to research complied by 3M, the corporation behind Post-it Notes, visuals are processed 60,000 times faster than text, which means you can paint a picture for your audience much faster with an actual picture.

And since 65% of people are visual learners - it’s a no-brainer why images can make the difference in storytelling. Translate this philosophy to your business, or your personal brand, and “the difference” is awareness, engagement, impact made, business/brand growth and a turbocharged way of achieving your mission and goals.

Storytelling for children: Award winning author, Lauren Childs (Charlie and Lola picture books) on a book tour in the UK (image credit: me)