5 storytelling lessons from Square’s COVID-19 campaign

Storytelling has become a buzzword in business communications.

It’s the missing ingredient when things go wrong, the secret weapon behind new branding success. It’s the superpower wielded by communications pros that is the catalyst for headlines, digital content, social media posts and so much more.

It’s everywhere. There are new streaming services launching every year, wave after wave of content rollouts and demands for consumer attention. Is “storytelling” on it its own really enough to make your brand stand out?

The truth is: You have to be a great storyteller to break through the digital noise.

Your story has to have a beginning, middle and an end. It has to have a hook that engages a reader, but also feel authentic to the background and expertise that your brand comes by naturally. But you don’t have to conjure a story out of thin air—you just have to look for it in the right places.

Square is an example of a company that has figured out how to find important and engaging stories in its own community.

The payment platform, which helps thousands of small businesses across the country process credit card payments, is engaging their embattled customers to share stories about how they are keeping their busines afloat during the pandemic.