top of page
  • Drury Bynum


Updated: Dec 1, 2019

We take a look at behavior as a powerful storytelling device that compels viewers to enact transformative behaviors in their own lives.

Q: Why is behavior the most powerful way to show the world who you are as a company?

A: Behavior is a combination of action and character. Showing the attitude with which you create change unveils the true character of your organization, reflected in the actions of individuals who share your point of view.

There is no greater expression of who we are than how we behave in the world. Our personalities are like the weather, affecting the landscape with precipitation or sunshine, cataclysm or calm. The climates we create are reflections of our character, our actions leaving marks on the land, our motivations pressuring the decisions we make. Behavior tells a lot about us, revealing more than the words we say. The same is true for organizations; the behavior of employees and leadership has the greatest impact on a company’s functioning and performance, telegraphing the temperament of the company as a whole; a reflection of their values and motivations.

A company that exhibits unethical behavior is viewed as irredeemable, no matter what their values and taglines say. Think of Wells Fargo, whose practice of creating fake accounts for their customers revealed an organizational behavior of greed and recklessness. On the other hand, the healthy fast-food company Sweetgreen shows behaviors like courageousness and responsibility. Their restaurants connect customers with locally grown, healthy food options. They provide nutrition education to kids and sponsor events where people come together to eat healthy food. Through their behavior, Sweetgreen wins our hearts and minds and provides a pathway for their customers to change their own lives.

For brands, sharing the behavior of your organization through video storytelling is the most effective way to express who you are. In doing so, your viewer is put in the position to not only recognize your intentions through your behavior, but, more powerfully, to witness the outcomes that you produce.

This evidence of your ability to effect change in the world inspires the viewer to follow your behavior and transform their own lives. When that happens, they become part of your brand story.

Would like to know more about how video storytelling can create love and affinity for your brand? Contact us

bottom of page