Why storytelling is key for brands

A Native American proverb proclaims: those who tell the stories rule the world.

Storytelling has been a part of human nature since we climbed down from the trees and began to articulate language. While much has changed since our ancestors told primitive tales around a fire and daubed their experiences on the walls of a gloomy cave, the art of a good story remains the same.

From a young age, we love listening to stories that ignite our imagination and inspire our actions. And what many brands lack is an injection of this magic into the work they do.

A brand story has the power to tap into people’s emotions, spark interest and garner trust.

It’s what draws your stakeholders to your brand and forges connections; it’s what keeps people interested. In essence, it transforms a cold corporate image into a living, breathing entity.

However, it’s important to tell it right.

It isn’t about bending truths, telling tall tales and masquerading as a fairy-tale. It’s about who you are, what you do and how you can help others.

1. Be original

No one wants a re-telling. Offer a new perspective and think outside the box.

2. Be truthful

Don’t bend the truth. Stick to what you know and what you’ve done to help your customers.

3. All about people

Always find the human element. Think about how your business helps people to avoid coming across flat or too corporate.

Ultimately, telling your story, and telling it well has the potential to build your business into a trusted, celebrated brand and create customers for life.

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