Empathy and Narrative in Brand Storytelling
As marketers, we are storytellers. Telling our brands' stories effectively and persuasively is at the core of what we do. But what makes a story persuasive? Persuasive storytelling creates an emotional response - empathy - in the mind of the customer, helping them to understand the benefits of a brand, make decisions and take action.
But not all stories are equally effective at creating empathy. There are two broad categories of storytelling, advocacy and narrative, that most stories fall into. Narrative differs from advocacy in its method of persuasion, relying less on facts and figures and more on "transportation," or engaging the reader in the narrative.