There’s been a lot written in many corners about the need to tell a compelling “story” about your brand. At its heart, a unique, believable story provides a great way to make a brand more “human” and more relatable to people.
Absolutely. And then the author goes on to make very important points about linking branding and storytelling being all about creating stories for and with your audience. Sounds obvious, right? But I just finished reading another article and passed it over because it totally missed this very obvious point. It was an video put together by PR people for the PR industry identifying a brand story and then PUSHING it to audiences using different channels and methods.
Ay yi yi -- they totally forgot the audience. And they totally missed the point that storytelling is a PULL technology. Stories pull people toward you. The secret to biz storytelling is in the sharing and trading of stories between company and customer who are together in a relationship. It is not about telling and pushing.
Which gets us back to this short article because the author gives a great example about how to craft your biz story from the view of the audience, your listeners. It's a great lesson and I hope you enjoy the article.