Poetry is a powerful form of storytelling that goes beyond the peripheral layers of our mind to reach the more unconscious levels. This penetrating quality of poetry comes from the extreme emotivity inherent to the artform. Poetry triggers emotions through careful disposition of words. It is the mapping of a story felt in emotions with the use of words. We know how important emotions are in decision-making and memory; Someone may forget what you said, but they’re less likely to forget how you made them feel. This is the strength of a poem; This is where poetry and commercial storytelling begin to convene.
Poetry is a feeling-first artform. You work in the dark with your eyes closed, but your heart wide open. And, this is precisely why the heart also becomes the place where poetry meets the reader.
Poems can trigger mental imagery, musical sounds and even a sense of place. A poem is an experience with the potential to surround and immerse. This is why a story delivered with good use of poetics can be very successful in conveying the subtleties like value and desirability. For example, the poem below was created for a story which focused on a product with an unusually striking colour; it worked as a way to draw attention to what made the product so desirable, in connection to emotions, scenarios and memories that the target audience would most likely associate with.
The Sunday white walls,
the blue glass sky,
and the only man walking slowly down the narrow sea road—
all barely alive.
The cat, the houses, and the street
have all been put to sleep
in a warm, comfortable defeat
from the April heat.
But, the pink bougainvilleas!
Oh, those pink bougainvilleas!
They’re ringing dangerously wild,
like laughter in the wind.
This poem was created to evoke a sense of fantasy and place. It aims to transport the reader and create a dream-like nostalgia for this place that we want them to visit and experience.
There’s a morning worth waking up to; but, it’s lost in the Eastern sky behind the Kabala trees.
And, you wonder what makes the peacocks cry the way they do; in a sound that is a union between beautiful and sorrowful, otherworldly and wild.
The old man who lives across the street said that peacocks belong with the spirit of the old god Kadira—a warrior turned forest-dweller, turned ascetic, turned deity.
The old man is a poet—so he must be right.
The ocean and the sunset are laws you learn to instinctively follow, when you’re living in the Deep South.
There’s something about showering under the palms.
There’s something about walking under the stars.
There’s something about sitting in nature with your heart held out.
There’s something, there’s something…
There’s something about Kabalana days.
When a brand uses poetry in its communication, it engages the audience directly through emotions, and this is great; But, is poetry for all brands? We don’t think so. Not all brand personalities are emotionally rich and diverse. When we work with clients, we first work out the framework of the brand personality before we get into creating any stories. Depending on the outlined brand personality and voice, we create stories that would be appropriate for the client’s company, and bear resonance with the identified target audience.
Poetry is not for every audience, nor brand. Is your brand an emotive one, or a more cerebral one? Does your audience have an affinity towards literature and the arts? These are some of the many questions you need to answer before using poetry in your brand stories.
If you’d like to find out more about how we use poetry for brand stories, send me a message or reach out to my studio Public Works. We’re always happy to engage in a conversation that involves poetry, storytelling and business.