January 30, 2012
Every brand has a message. That message can be communicated in a number of ways, and one of the most crucial tools in your brand messaging toolkit is one of the most simple. Storytelling. Don’t you just love a good story? Well everyone does. And similarly for your business, it is essential that you have a brand story. The story and meaning of a brand is its most valuable and irreplaceable asset. Stories capture our imaginations, intrigue and engage us. And more importantly, having a brand story greatly helps customers in remembering your brand. We are hard-wired, as a species, to connect to stories. That is why some of the most effective teachers throughout history were master storytellers. We’ll quickly forget carefully-crafted statements, and even the most profound principles, but we’ll remember a compelling story, sometimes for decades. And even pass it down for generations.