Storytelling has the incredible ability to connect people on a deep, emotional level. It has the power to bring us together as we feel empathy for one another and feel a wide range of emotions. When it comes to convincing people, facts and stats can only go so far. People don’t care about the numbers; they want to hear stories that are relatable and trigger feelings. And in the world of marketing, storytelling can have a significant impact on your company. With so many brands out there vying for customers’ attention, it’s essential that you set yourself apart from the crowd. You need to make yourself known and tell your brand story. A brand with a compelling story has a better chance to connect with people than a brand that doesn’t. The result is customers who are drawn to you develop a sense of brand loyalty. However, many companies fail to relate to their customer base. But it’s that strong emotional connection with customers that will bring your company success. In this post, we give you some tips you can use to better tell your brand’s story to personally connect with your customers.

Why does your company exist?

Customers are fascinated to hear your brand’s origin story. There is always a reason why the decision was made to start your business. What’s more, there is always a decision behind the name of your business. So tell your story behind your existence. This gives your customers new context about why your company is the way it is and why they sell the products they do. This includes insight into your mission, vision, values and the way your company operates. Although your business may have had hardships, keep the negativity to a minimum. It’s okay to use storytelling to talk about the hardships if they are part of the story, but dwelling on them is unnecessary.

Explain your company’s history through storytelling

Going hand-in-hand with your origin story, your history has significant importance to customers. Although it may not seem interesting to you, customers want to hear the history of how you went from ideation to reality. An underdog story is incredibly relatable to people and can be super inspirational to someone in a similar position. However, if there isn’t much to your history, don’t worry, a fun story will suffice. When building out this story, you’ll develop a specific tone of voice along with other assets. Keep these in one place so they are easy for anyone internally or externally to find.

Photo by Reuben Juarez on Unsplash

Who are the characters?

If you’ve ever read a book, you know a key to telling a good story are the characters. They are the ones whose essence makes or breaks the story. Your brand story is no different; it will at least have a few characters. These are the individuals who were involved with the development of the brand in some way, shape, or form. For example, this can be the founders, friends, family members, or more. When you are looking to develop your brand story, first identify who was at the heart of the creation of the brand. As the brand continues to evolve, more characters may be added to the story. Keep your story and characters updated as needed overtime to keep your story fresh.

State your mission, vision, values utilizing storytelling

Your mission, vision and values are crucial to your brand story. They outline several factors your customers can learn about your brand, including:

  • Why you’re in business
  • What need(s) you’re fulfilling
  • The problem(s) you’re solving
  • What you believe in
  • Why you believe in it

In outlining your mission, vision and values, remember to stay true to yourself. After all, your company must live and breathe these statements to stay true to the brand. If your mission statement includes something about being environmentally friendly, make sure you and your brand live up to it. If not, you may tarnish your brand’s reputation. When you live by your mission, vision and values, you show yourself and your brand to be more authentic and trustworthy. Make sure your mission, vision and values are communicated everywhere so people can easily find them. Your employees should know these like the back of their hands and customers should easily find them as well.

What are your failures?

With nearly every single success story comes at least one instance of difficulty or failure. There are few stories of success that are without their share of obstacles and downright fails. Don’t be afraid to share these with your customers. Oftentimes, we feel the urge to skip over these, leaving gaps in our stories. But, it’s within these gaps that the most developments and changes take place. Don’t sugarcoat these, but instead, be honest with your customers. Customers will view these struggles as just being human, accepting and appreciating them. Encourage your customers that obstacles will always be there but that there is a light at the end of the tunnel. Creating a brand story can enhance your emotional connection with your customers, building a bond that is hard to break. Don’t overlook the importance of this story, as you never know the positive effect storytelling about these failures can have on your customers.

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