Stories are all around us. We use them to communicate and share information with one another. Think about the last presentation you sat through. Did it include a slideshow filled with bullet points, charts, or statistics? Did the speaker share any stories throughout the presentation? Just for the sake of our argument, let’s say the answer to both of these questions is yes. Now think back to one of the stories they shared. What was it about? Ok, now tell us one of the main points or statistics that they shared during the presentation.
Chances are it was easier for you to recount the story than it was for you to remember the statistic. That’s because a good story not only connects with you, it creates a lasting memory. Studies have even shown that stories can be more easily remembered by people than facts and figures. With this information in mind, it’s not hard to see why more and more business are starting to understand and harness the power of storytelling in their brand.
The Power Of Storytelling
Stories are powerful. They don’t just help us share information, they’re a useful tool. They can be used to establish an emotional connection, increase interest in someone or something, bolster confidence in an idea, persuade someone’s point of view, offer a new perspective, or do all of the above.
Because stories are so widely used in how we communicate, storytelling is an inherent skill that we all possess. And one that we all should be working toward mastering, especially for the sake of our businesses. Think about it, when you tell someone a story, you’re taking them through a journey of a summary of events,of your own making. Meaning, the entire story is coming from your perspective,and by the end your hope is that the listener understands, enjoys, and accepts your account of events.
The same can be said for your business. In a way, your brand acts as the story of your business. It gives a summary that represents: who you are, what you do,and why people should consider working with you. Your customers are its listeners. They are the ones that you hope understand, enjoy, and accept yourstory. And just like any other story, the ability to successfully craft and tell this story can be a game changer for your business.
Crafting Your Story
Your brand story, often referred to as your back story or origin story, is your opportunity to craft the story of your business. Comprised of your purpose, driving philosophy, core values, challenges, setbacks, accomplishments, goals, vision and lessons learned along the way, it offers you the chance to establish a deeper connection with your customers and create a lasting impression. Like any other aspect of your brand, it should be as authentic as possible and written in yourstyle; no need for fancy jargon or professional sounding buzzwords.
Your brand story is one of, if not, the most personal elements of your brand. It’s your opportunity to be your most vulnerable, so don’t take it lightly. That said, there is no perfect formula for creating your brand story, but all powerful brand stories have these things in common: they connect with their audience, they tell the story of the business from all sides, and they help their audience understand what the business stands for.
Like any other story aspect of your business, your brand story will take time to create, but when done correctly it can provide the missing piece need to give your business the upper-hand.