We all know the importance of communication but how can we tell if our communication strategies are actually connecting us to our customers? How do we know that our product or service is being conveyed in an engaging way? The answer: through storytelling.


Storytelling has been around for thousands of years and modern day businesses know that by telling a compelling brand story, customers are more likely to feel an experience and then associate that experience with the brand. Storytelling is powerful tool in human communication. There has been research that indicates that the human brain responds to the descriptive power of stories in deeply affecting ways, influencing both the sensory and motor cortex. To read and be engaged with a story is to feel an experience, and that experience then translates over to how one feels about a particular brand or company.


Your brand’s story can be a powerful driver in obtaining customer loyalty. It makes you unique,  as author Seth Godwin would say, “a purple cow.” If you don’t have a story you are just another commodity. You have no way to differentiate what makes your brand or your business unique. The end game of creating a brand story is not just standing out, it is about building something that people care about, can relate to and would want to buy into. Having a compelling story to tell is the foundation of your brand and a good strategy for future growth.