Endings—where stories leave the audience: Part two

In the first part of this story, we looked at why endings are such a make-or-break element in storytelling, and how weak endings break the trust between the audience and the storyteller. In this second part, we’re going to explore how brands can consistently create good story endings by considering their company values, key personality traits and media goals.

One of my favourite lecturers at university spoke about how a mediocre work of art would lead the observer towards entertainment, a good work of art towards inspiration, a great work of art towards insight and a masterpiece towards realisation. This always stayed with me. Now I know that this applies a little differently to all forms of expression, including stories.

From our experience at Public Works, the ending of brand stories are most successful, consistent and memorable when they are connected to your brand personality and values. Some brands want to inspire, some want to entertain, some like to give insight, and others like to make a connection. In our storytelling process, we identify these aspects of a brand with the involvement of the client, at the very beginning of our work together.

We ask them questions about how they want to be remembered, how they want to influence the world, how they want to connect with others, and what they themselves are seeking for. Depending on what the client brand identifies as their preferred point of influence, connection, exploration, and legacy, we consistently build stories that lead to endings that generate the right brand perception. 

In commercial storytelling, it’s through these desired brand perceptions, that storytellers can craft the most successful endings; Consider if your brand should be delivering the audience with endings of justice and satisfaction, surprising twists or thrilling cliff hangers; or is it a brand that delivers happily-ever-afters? Endings left unresolved, or abstract, can be tricky—unless the storyteller can make a point out of that uncertainty. In commercial storytelling, we find that endings with a ‘zoom out on a big picture’ work great for brands that want to deliver insight, while endings that create relief through a solution are particularly good to show how certain problems can be resolved.

Back cover of Collection 08: Jacob Nagle: memoir. Canton. Stark County Ohio’, 1775-1802, compiled 1829

Endings with prompts are particularly useful to inspire people to do something, or become part of something. One of my personal favourite endings to storytelling is ‘closing the circle’; returning the story observer to the beginning. If we’ve done our job as storytellers, ‘closing the circle’ type of endings highlight to the observer how their own understanding has shifted through the story, creating a sense of awe and a greater appreciation for their experience. Much of storytelling is cyclical. Sometimes it’s a metaphorical return home, such as in ‘The Hero’s Journey’ story pattern, while in other cases, the cycle is quite literal with the story ending where it started.

An all-important aspect to consider when crafting successful endings to brand stories are the current media goals of the client. What is the client intending to achieve from the stories? Sell? Inspire? Invite the audience to participate in an event? Build brand awareness?

These are important conversations to have at the beginning of the storytelling process. Of course, media goals shift over time; and we recommend clients to realign them to coincide with changing business strategies and market contexts every six months to one year. Framing story endings with media goals has given our clients stories that consistently contribute to their business.

Endings are one of the most important, effective and interesting aspects in storytelling; to understand how you can create stories with endings that lead to better business, get in touch with me at our storytelling studio Public Works.

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