Every day, new brands are created across multiple industries, with each striving for their own place in the sun. Their offerings may seem fairly similar, but what is it that draws an audience to one brand, more than another? The answer is simple: their story. Prices and products might be functional, but the imagination of an audience can only be captured through emotion and connection. Because stories create a relationship on a personal level, they are the true key to the heart of an audience.

Why should your brand have a story?
Some of the greatest brands in the world sell feelings first, and only then, their product. A story creates a bond that elevates the product – it creates an experience, a reason to believe in the brand, and something to identify with. Consider any of the well-known sporting gear brands: yes, they may sell running shoes, but before you even thought about the shoes, chances are that you thought about how the brand made you feel. Determined? Victorious? Part of a revolutionary movement? That’s the brand story at work.
Your story is your most powerful weapon in setting your brand apart from its competitors. There might be many companies out there with a similar offering, but no-one can replicate your story. Your story is the “why” behind your brand’s existence, and people want to hear it.

Let your story do the work for you
Some brands have complicated products or services, which makes it hard to explain them clearly to consumers. Storytelling gives brands the space to make these concepts more relatable and understandable, by making them part of the consumer’s life. A good story can be the difference between a failed hard sell and a strong new customer relationship by conveying values that resonate with your audience.

Let’s put together a Brand Story
What do you stand for? What are the values of your brand, and how does your brand play a role in making the consumer’s life easier, better, or more fun than it was before? Start by asking some of these important questions to get a better understanding of the story your brand is telling.
Here’s a little secret: the best brand stories aren’t about the brand—they’re about the customer. The customer is the hero, and the story is about how your product or service makes their life better. And while you’re at it, keep it real. Share both the wins and the challenges your brand has faced. Honesty builds trust, and authentic stories create lasting emotional connections that keep customers coming back.

And they branded happily ever after
It’s basic – if your customers don’t resonate with you, they will not remember you. The only way to make someone part of your brand is to include them in your story, and to pull them into what you do and why. Putting your customer at the center of your narrative plays a very functional role – it creates a sense of transparency, which creates loyalty and authenticity, which is where the magic lies. Why? Simple. In an increasingly automated world, we are starved for human connection, and storytelling is the cornerstone of creating the human experience.