There’s a Story Behind Every Brand

Narratives create empathy—and engagement opportunities

In an earlier post this year, we discussed how President Trump’s Make America Great Again campaign message during the 2016 election season was an example of extraordinarily efficient storytelling. Whether you agree with his ideologies or not, you must give him credit for creating a four-word narrative that stirred emotions, attracted followers, and established an unforgettable brand.

Incorporating storytelling into your brand not only helps differentiate it from competitors but also provides a personal engagement point that your audiences can relate to. After all, just about any brand’s backstory involves unique people—company founders who overcame long odds to bring their vision to life; family businesses that go back for generations; individuals who stumbled upon a one-of-a-kind invention or discovery and became overnight successes, etc.

We naturally want to know about other people and their achievements, passions, quirks, and dreams. And when you make your organization’s stories and history accessible, you give prospects and customers reasons to connect with you on an emotional level.

You can learn more about how to harness the power of your story to build interest and loyalty to your brand in this free ebook. Think of it as a starting point to, ahem, make your brand great again.