Why do we tell stories? Because they help us connect with others through personal experience. People love stories, whether they are quick anecdotes in a Facebook post, shared at a dinner party, or played out over a five-season binge-able Netflix series. In fact, according to research, the human brain is wired to engage with stories and is 22 times more likely to remember a story than a fact. We love to be emotionally connected, to be on the edge of our seat, and to be entertained.
Storytelling in business is no different. It creates a personal connection between your brand and your customer. Customers have an overwhelming number of choices today, so you want to stand out. Create an emotional pull. You can do this with captivating human stories that boost your brand.
Brand storytelling humanizes your business and allows customers to engage with you on an emotional level. Be prepared to share who you are (the person behind the company), what you do (your purpose, not just your “job”), and what you believe (what are your core values?).
Creating a compelling brand story is a process. Here are a few guidelines.
- Know Your Audience – understand your customers and prospects. What are their challenges? How does your brand help them to help themselves? Ultimately, you want to be the brand that gives them more time, more financial independence, or fewer security breaches.
- Be Human – engage on a personal level. Share pictures on social media, include blog posts about company events and respond personally to customer inquiries. Encourage customers to share their stories too. People connect with people, not companies.
- Be Authentic – be honest and consistent. Your story is just as compelling as the next guy’s. Create trust with your customers, and you will have customers for life.
When you share stories with customers, you evoke an emotional response. Emotionally invested customers are brand-supportive. In addition to higher website traffic, increased interest in your content, and stronger trust, this means loyalty and repeat business. These are valuable customers to have if you ask me.
Have questions about storytelling or other content/copywriting needs? I can help.