Storytelling is the most powerful way to connect with humans. Because storytelling taps into something deeply ingrained in us. It has ancient roots, once serving a vital role in the survival and advancement of the species.
Over the years, the role of storytelling evolved. Beyond survival, storytelling became a valuable tool for teaching. Fairy tales and fables became engaging devices to convey a moral lesson.
Today, stories still have the ability to engage us unlike any other manner of imparting information. In fact, when you tell a story, it is potentially 22x more memorable than simply making your point with facts alone. Think about it. Would you rather sit through a PowerPoint with facts, figures, and charts or would you rather listen to a story?
What makes for a great brand story
A great brand story is not something you invent. It is something that naturally flows from who you are. The difference you make. The value you provide. Your unique place in the market. And more. Below are a few characteristics of an exceptional brand story. As you develop yours, use these characteristics to evaluate the story you tell.
- It has the right hero. That hero is not you or your brand. It is the person you hope to serve. Why is that important? See the next characteristic.
