Let's tell a story.

My favorite thing I would tell clients back when I worked in brand strategy and marketing was, "Audiences buy into the story before they buy the brand." Anyone can sell an item, but it takes real work to sell an idea.

We are constantly being bombarded with a seemingly never-ending flood of services and products. Every day, people are popping up with businesses and wanting you to buy their t-shirt, lip gloss, or let them provide a service for you. But what makes them different? How can they stand out? 

One thing that can absolutely set businesses apart from the rest is storytelling. Storytelling has been an art form weaved in the fabric of culture since the beginning of time. But what does telling a story have to do with branding?

Competition is everywhere, and people's attention span has grown very short. That's why creating a narrative for brands, i.e., storytelling, is a necessary tool in order to not only acquire an audience's attention but also retain it. It is not enough to simply introduce a product or service to the market, no matter how great it may be. You must provide a connection with your audience that is deeper than surface level. You have to curate a story that is authentic, captivating and keeps a lasting impression.

So, let's talk about it. Let's explore the art and science behind storytelling and how it can transform a business into a brand that is memorable.

Why are people so drawn to stories? Simply put, it is science. Storytelling is a fundamental part of humans, down to our DNA. Yes, it's entertaining, but it goes beyond that. Telling stories helps in understanding the world we see around us and in decision-making.

When curating a captivating brand story, there are several essential components that have to come into play for your story to work. In the best stories, characters are key. Your brand should be the character. Creating a vision, and defining the brand's mission and purpose will be the parts that shape your character or brand. Extra elements like passionate employees, happy customers and outstanding products are additional characters that push the narrative along, bringing more depth to the brand's story. The conflict and accomplishments your brand faces, whether it’s bad reviews or praise for excellent customer service, also help push your story along. You use these elements to describe how you reached your brand’s goals or resolved an issue.

Now, that your brand’s character is developed and you understand the mission and values of your brand, it’s time to learn how to construct the narrative.

Every story needs a beginning, middle and end. The beginning should hook your audience and also introduce your brand to set the tone for what people should expect. The middle will develop the story and explain the obstacles and accomplishments. The middle is where you share examples and customer testimonials and show your brand’s impact your brand has. The end should always wrap up and give a resolution to present the positive outcomes the brand delivers.

Consistency is always key. It helps audiences know what to expect every time from you. Make sure you stay authentic and provide transparency. Taking those actions aids in connecting to the viewers. Things that should be avoided are overpromising and exaggerations. Everything you say about your brand should be factual. Overpromising and not delivering could cause your brand to look less trustworthy.

Storytelling in your brand holds so much power. It holds the potential for you to connect with your target on a personal, consistent level. Some key takeaways from this is that storytelling is a science. Understanding the psychology behind storytelling will help you craft an engaging narrative from beginning to end that connects with audiences. Everyone creating a brand should embrace the power of storytelling. Creating a compelling narrative will set you apart from the multiple brands that come around on a daily. Create with care in mind, and the success of your brand will be inevitable.