BRAND STORYTELLING DEFINED
“We are 22 times more likely to remember a fact when it has been wrapped in a story.”
—Jerome Bruner, American Psychologist
Story-based content saves time and makes it easier to scale your marketing efforts.
With a solid, consistent brand message in place, you won’t have to panic every time you sit down to write email copy or decide what blog topics to pick. Your brand story will be the springboard for all new content, making it easier to build relationships with your audiences across all digital and offline platforms.
Done well, brand storytelling can be not only a differentiator but a memorable opportunity to attract and engage an audience.
“Brand storytelling is using a narrative to connect your brand to customers, with a focus on linking what you stand for to the values you share with your customers.” --Kaitlin Loyal
In her book Wired for Story, Lisa Cron writes about one of the many benefits of sharing stories in business settings: “Stories allow us to simulate intense experience without having to actually live through them. Stories allow us to experience the world before we actually have to experience it.”
Unlike traditional “sales speak” that goes on and on about features, price, and convenience, a brand story elevates the same information by weaving it into a narrative framework that, in the process, lets the audience in on the company’s history, mission, inspiration, goals, and aspirations for service.
Trusted brands are brands that thrive. And the way to build trust is through consistency--in quality, in service, and in messaging that clearly communicates why your audiences should listen to you and engage with your business.
More Resources on the Value of Storytelling