“Humans are not ideally set up to understand logic; they are ideally set up to understand stories.”
Roger C. Schank
Stories shine a light on your brand and help your potential customer decide if they care about your brand.
The reason why a customer values a brand is related to how that brand impacts on their life. The greater the impact the more important the brand becomes in the customers life.
For a brand to impact on a customer’s life the customer has to be aware of and understand that brand. That is why storytelling has always been important to a brand and is critical in an age where broadcast advertising has become less effective. Storytelling helps a brand connect with its customers.
“In the end, people are persuaded not by what we say, but by what they understand.“
John C. Maxwell
The reason your customer connects with your brand storytelling is because a well told story helps your customer understand your brand. Your story will help your customer relate to you. The key to helping your audience understand your brand is to answer 3 key questions
Who you are and where you come from?
What you do?
Why should anybody care?
By letting your story answer these questions you starting a process the will lead to customer engagement.
“The business of business is relationships; the business of life is human connection. “
Robin S. Sharma
Understanding your brand will result in a connection being formed if your audience cares enough about your story. If they feel that your story applies to their lives and you can make a difference in their lives they will connect. Naturally they are reacting to your storytelling on an emotional basis and not necessarily a logical basis.
If this connection is made the customer is joining your particular tribe, network or group because they feel you best reflect their values and aspirations. They want to be part of something they feel good about and feel that your story is one that they can buy into.
“Every business has a story to tell”
Brand storytelling works because if you keep your brand story a secret it is hard for your customer to engage with you. By telling your story you will find that group of people who think you matter and are worth connecting with. Your brand story helps your customer better understand what you stand for, where you come from and where you are going.