StoryBranding

Good Stories

Human beings have always shared stories to describe experiences and communicate social values and ideals. Good stories “clothe truths by not getting in the way of truth.” Narrative lets people connect with each other and it validates their personal and shared beliefs. Worthwhile stories “reveal truth, they don’t preach it.” And that is the secret to the sound storytelling that underlies “StoryBranding.”

Consumers don’t like being sold a product or service, because they don’t like someone telling them what to think or how to behave. People prefer to arrive at purchase decisions and, ultimately, a sense of brand loyalty on their own.

StoryBranding lets brands connect with customers by creating memorable characters and engaging plots. A brand must discover “who” it is before it can tell stories that consumers can relate to and understand. Rooted in the “logic of stories,” StoryBranding helps buyers form emotional bonds with your brand. Its goal is to “be the prospect” by understanding the prospect’s mind-set and placing the brand within it.

A story is “a narrative about a character dealing with some obstacle to achieve some important goal.” A ...