Storyscaping: learn to create worlds

s blog 02 storyscaping

Storyscaping is a strategy that has derived from common storytelling, since brands have needed to go further to differentiate themselves and achieve change in their consumers. 

Broadly speaking, it consists of a tool that allows to build a world with solid and coherent experiences in all corners of marketing and advertising, and that offers the consumer the possibility of entering it. 

We have already discussed the power of storytelling (the art of telling a story) to communicate by creating emotions in our readers and listeners, and to achieve that connection between brand and companythrough shared values. 

Well, storyscaping will also use the experiential elements of storytelling, but it will also be encouraged to go a little further. 

Through storyscaping it will be possible to reflect an environment of content that transmits experiences that, together, reflect the consumer story (not the brand story!) and that they generate so much inspiration as stacked interactions. 

The main objective will be getting the consumer to immerse themselves in the world of the brand, feeling the experience and being part of that experience, even if it is through the consumption of the contents. 

Naturally, the benefits of sotryscaping are manifold. Among them stands out the great commitment that customers will have towards the brand and the ability to communicate this experience effectively.


Differences between storytelling and storyscpaing 

Both strategies seek to connect with the other party, generate something. Both are very effective business tools, and together they can accomplish a lot. But let's see how they differ.

  • While storytelling tells stories, storyscaping communicate experiences.
  • Storytelling focuses on the brand, while storyscaping focuses on the consumer and usually tells the customer's story.
  • Storytelling has the objective of generating an emotion and a sensation. Storyscaping has the aim of generate inspiration and identification.
  • Storytelling can be developed through a single platform, such as a social network, while storyscaping must be approached from a multi-channel environment (website, networks, events, points of sale, all possible media). In other words, it must be digitally global.
  • In storytelling, the brand is the sender; while in storyscaping, the brand has a guide and mentor position, while the protagonist is always the customer.
  • Storytelling always seeks to reach an end, to a conclusion that manages to generate the emotion sought in the reader. Storycaping, on the other hand, must be something without a precise end. A kind of never ending story. The world that arises must always exist within the brand and generate new stories, new experiences and new adventures all the time that are connected to each other. storyscaping it is a continuous and ever-present narrative.


How to carry out storyscaping?

To implement this strategy, the first and foremost thing will be to develop what professionals call the “organizing idea”. 

The organizing idea is That idea that serves as the axis and base for everything that you want to achieve, and that will guide the path of storyscaping. It is, in other words, the brand concept that is the foundation of its universe. 

As its name implies, this idea should be able to organize all the experiences, ideas and messages to be communicated. And naturally it should be aligned with the general objectives of the company. 

When you have this idea, you will have to work with the marketing and creative team to find out how it is possible to transmit it, through experiences related to the brand that put our client at the center. That is, through storyscaping. 

It is usually very useful for this process to describe what the experience of our brand is, and within it, invent stories that customers can live firsthand. 

Don't forget: the main goal of storyscpaing is to that the client feels part of the world of the brand so that, to each place that you go, you can connect and identify with this organizing idea. 

When you find the idea, and if it's a great idea, the rest of the way will be easy.



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