<p>BRAND STORY GUIDE
Stories introduce your company’s soul to your audience. When your prospects and
readers see your theme and narrative unfold, they’ll find it difficult to resist all the
value you have to offer them.
But what makes stories so compelling?
Stories give us information in a way that evokes and indulges our senses. They
effectively allow us to see, hear, taste, and feel the details we’re being given. That’s
why people throughout history have used stories to pass down cultural knowledge
Stories work in marketing because customers buy based on real relationships.
A good story will transition you from an impersonal company with a
product available for purchase into a brand with a personality, emotional resonance,
and priceless value. It invites and even compels your audience to listen or read
further, even when there are countless other sites and products out there vying for
your customers’ attention.
HOW DO YOU CREATE AN
AUTHENTIC STORY OUT OF A
This guide will cover the building blocks
of creating the story of your Brand
GOAL TO YOUR
PUTTING IT ALL
YOUR CUSTOMER IS
You start with the customer’s transformation. Customers do business with
companies because they desperately want to solve a problem, and they’re persuaded that the
company’s offered solution can solve that problem.
A company’s brand story has a different lens than, say, fiction stories. The brand story is strategic
and creative. That’s why stories work for business. You’re not telling them what they need, as you
would in sales copy. Instead, you’re showing them, through story, leading them to adopt that solution
as their own.
“A story is the only way to
activate parts of the brain so that
listeners turn the s