“We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.” - Jonathan Gottschall
Selling Your Story: How to Get Consumers to BUY Into Your Brand

Stories are a powerful tool in human connection. The human brain reacts towards descriptive compelling narratives that bring emotions towards a person.  When your company is trying to tell a story, provide insight into your company's background, and fit the story to relate to a consumers' lifestyle. The harsh truth is, stories are shared because people find them interesting, not because they belong to a certain brand.  

So.. how do you tie an intriguing story to your brand?

Stories Should Be Honest

A business has to embrace everything about its brand, such as its strengths and weaknesses. Remember that trust is something that will build over time. It will take consistent efforts to earn faith and respect from your viewers. Be transparent with your content and choose topics that your company has excellent knowledge in and shows your audience that you are ready for any challenges you may potentially face.

Stories Must Have Personality

The only way consumers are going to connect with your brand is by offering a unique twist on your narratives. Every brand has a story, and they can tell it better than anyone else. Your company’s goal is to tell entertaining stories that let your readers have a new insight and perspective towards your business.

Stories Should Allow Your Audience to Receive Knowledge

While building brand awareness offer content that is educational to your customers. Publish content that displays your brand’s knowledge. You should offer your readers an item of significance that they will learn from or advice they can use in their daily lives.

Stories Need to Show Your Brand’s Purpose

A brand’s story does not always have to be related to the product or services they provide. Businesses need to understand that you don't always have to be so ingrained into marketing languages, sales pitches, or stating the benefits of your product or service when presenting your brand. Step back and look at the overall picture of your company and ask yourself why was it created in the first place? Answering this question will help guide you in creating stories that convey the history, purpose, and values of your business. A narrative that resonates with consumers will make the audience feel emotionally connected.

Remember, a narrative is a structure of a business’s background. The story should be an incentive for your customers to be loyal to your company. The great thing about a story is that it lives on. Real stories are told regularly and keep on connecting with people. Keep your brand alive by continuing to impress your customers and giving them the best information possible.  

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