You're The Best Storyteller
Storytelling is an essential part of a meaningful brand, and telling an engaging story draws your audience into your brand. You are the best storyteller! You tell yourself stories on a daily basis, and even when the day is over, you continue to tell stories in your sleep. You may just be unconscious to the story you are telling. It’s time for you to be conscious of your current story and change it!
We are all wired to love stories, this is why movies and TV shows are so popular. Communication is intrinsically based upon stories; it’s how we learn and understand a situation. Ancient tribes had creation stories to help them understand who they are and to gain comfort in their place in the unknown universe. We tell our children the story of ‘The Boy Who Cried Wolf’ so that they understand the importance of truth and honesty. There are countless examples that illustrate the importance of stories in creating a deep emotional connection that moves people.
Brand Story is a little misleading because most entrepreneurs think it’s a story about their brand. The best stories are the ones where the audience feels a deep emotional connection with the main character. That being said, you need to make your audience feel like they are the main character. That means your story should be about your dream client.
Your Brand Story is Not:
- Your brand story is not a glorified version of your brand’s history.
- Your brand story is not a story about your founders! (You can include this in your manifesto and about us page.)
- Your brand story is not about your industry, product or service.
Instead: Your Brand Story is the story of your dream clients transformation with your brand. Your Dream Client is the Hero, you are simply the supporting role.
Create a Story Brand Not a Brand Story
The World’s Greatest Brands draw their audience into their story and create a deep emotional connection with their dream clients. Commodities only have a logical purpose to a customer. In contrast people look to brands to fulfill an emotional need; the need for wonder, excitement, romance, achievement etc. If we are able to tap into the emotions of our customers we are able to move them through our story. The word e-motion refers to the movement of energy. Through emotional storytelling you are able to pull your audience into your brand.
