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Stories possess a spark and the power to comfort, connect and transform. Everyone has a story to tell and your brand is no different. Stories provide clarity and help us to know ourselves and understand the world around us.

For a brand, the ability to tell a compelling and clear story is vital in ensuring that their audience are captivated, inspired, and are able to envisage a better life with the brand. However, in an era of content creation, social media and information readily available, people are becoming less easily moved. As a result, it is essential to a brand’s success that they move their audience with stories that resonate and have the power to build lasting connections.

Begin with listen

Observing your audience is the key to good storytelling and will give you the discipline to know what to say, how much to say and when to say it. People want to tell their best stories, and listening to your audience can give you the perspective to build a poignant story with your audience in mind.

Build trust

Speak to potential customers as though they are friends; informally and empathetically. Offering effective support to their needs demonstrates that you are attentive and understand what they are saying. As you begin to build a relationship with our audience, you gather the knowledge that informs the ‘Why’. Your ‘Why’ starts with the problem, and through reflective thinking you’ll identify the reason you want to solve it.

Principles of storytelling

Once you’ve gathered your research, it’s times to begin to source, structure and shape your own story. By building on the ‘Why’ you can begin to to align it completely with your customers wants and needs, making your audience the central focus for your vision.

Consider the following principles as a useful framework from which to begin the process:

  1. Always tell your story as though you are telling it to a friend. The human element is really important, bring yourself into the story
  2. Hand your experience over to the audience, take them on a journey and allow them to immerse themselves
  3. Share doubt, confusion, anger joy and insight. Be vulnerable and allow emotions to be shared
  4. Keep it succinct. Avoid too many multisyllabic words, repetition and over intellectualising. Concise and to the point is key.
  5. Keep it factual, short and sweet
  6. Emphasise a detail that embodies the essence of your story. Make it stand out
  7. Always leave your audience wanting more.

A story that resonates

Details are key in capturing the idea and emotion of your brand story. Clear and literal representation is the best approach when defining this and more importantly, elevating your story to make you stand out from the crowd.

An audience wants to be moved

Stories have a transformative quality. Stories are an exchange of knowledge that challenges the status quo and asks your audience to consider a new direction. This moment is fundamental in the construction of a story that resonates, connects and promotes change. Telling a story with an emphasis on why you care so much may be the catalyst that ensures your audience become involved.

Story behind the story

The hidden narrative that holds your brand together is integral to encouraging larger audiences to identify with your story. Enabling your audience to relate to shared difficult circumstances, setbacks and disappointments will ensure that with your story connects with them on a deeply persona level, building a purposeful story that demonstrates your attitude and passion.

Tell your story and tell it well

When you set up your story reflect back on the insight gleaned from your audience and explain why your story is important. In the age of content creation we are immersed in stories all the time, therefore to succeed as a brand it is necessary to harness your story and be bold.

Whether telling a potential investor or customer end strong and emphatically. Concluding your story with an aspirational goal gives you the best chance of inspiring your audience, and immersing them in what you do.


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