Why Telling a Story is Better for Your Brand
In middle school, we had a Medieval History unit for several weeks. Every class tackled some part of that period through literature, history or learning traditional dances in gym class (way better than running laps in my opinion). One of my teachers kicked off her class with a story:
Once there was a knight who was in love with a princess named Valerie. He promised her they would marry when he returned home from battle. Before he left, she gave him her blue scarf and made him promise to wear it around his armor so that she would see him coming over the countryside when he returned home. Many months passed before she finally saw his horse galloping over the hillside. Even from a distance, she could see her blue scarf tied around his arm. She ordered the bridge to be lowered and ran out to greet him. As she got closer, she realized that he had an arrow through his chest. With his dying words, he said to her, “Me die, Val.”
Our teacher wrote those final words on the board, and I have never forgotten how to spell Medieval since.
That story cemented the spelling into my brain better than any memorization could have. This is one reason why so many business leaders and marketers want to weave a story about their brand. It’s not just about entertaining people (although there is some of that, too). It’s about creating a feeling that attaches you to the brand in a meaningful way. After all, if you’re connected to the brand - then you’re more likely to do business with them.
Stories Make Brands Stick
There are an estimated 36 million small businesses in the United States. So how does your small business compete with everyone else out there?
By telling your story.
Because - guess what - nobody has your story except you.
It’s by far the one big driver of your unique offering that your competitors can’t touch.
In an article by Forbes, scientists have found that our brain not only pays more attention to stories (not shocking), but they tend to become immersed which releases oxytocin (or the capacity of empathy) in our brains. Immersion, here, is the key to your next marketing strategy. The good news is: people want to relate to the brands they do business with. We see this most easily with non-profits (we support missions that align with our values or experiences), but it’s true of businesses, too.
Dove soap comes to mind almost immediately. If you are a woman, and specifically a millennial, you may be more attuned to the shift that Dove has made in recent years to support women’s beauty of all races and sizes. Sure, they’re selling body wash on the front page of their website, but they’re also selling inclusivity. People of all backgrounds are featured, and you don’t have to scroll too far to see their mission to support young women playing sports through their #KeepHerConfident initiative.
Is Dove body wash better than Olay? Meh, the difference is probably negligible. But I want to support a brand that is telling me a story I connect with.
Your Logo Isn’t a Brand
I’ve said this more times than I can count over the last eight years, but it’s worth repeating: your brand is more than a logo.
The amount of time people spend trying to get the “perfect” mix of colors and lines for their logo is… exhausting. Especially when it’s not what will make people remember you as a small business - I promise. People bring their own stories to your brand, which is why - when all else is equal - some people choose Apple over Android or Chevy over Ford. (I can already hear the arguments in my head…)
Maybe your first car was a Chevy or you immediately broke your iPhone screen after walking out of the store. These feelings (positive or negative) give you a type of connection to the brand.
So how do you make sure people positively connect with your brand? It’s easier than you think.
Content for Connection
While you don’t need to share all details of your personal life, consider what will connect your brand to your audience. Here are easy wins that we have found work for any client, regardless of industry, and we believe will work for you too:
Origin Stories: How did your business begin? Start with, “Once upon a time…” and see where it takes you.
People: Showcasing the people behind the brand (with photos) immediately makes your brand more personable. Brag about your awesome team on their birthdays or work anniversaries (just get their permission first).
Hobbies: This can be simple. Do you read? What are you reading? Do you like to fish? Where is your favorite fishing spot? Everyone has a life outside of work - what’s yours? Sharing your hobbies makes you (and your team) more three-dimensional.
Your Story Is Your Advantage
The one thing no one else has is your story. It’s what helps people remember you, relate to you, and choose you. Whether it’s a blue scarf tied to a knight’s armor or the moment you realized your business could make someone’s life easier—stories stick. So the next time you wonder how to stand out or make your marketing more meaningful, start with your story. People will remember you for it - and that’s the entire point. 🙂
Need a little help crafting your story? We’ve got your back.