As storytellers, we have a responsibility to tell better stories, the kind of stories that speak to our rapidly changing world and re-establish our connection with the people and cultures that surround us.
1. When we name something, our relationship with it is transformed.
“If a cow receives a name from its owner, it generates more milk than a cow that is considered an anonymous member of the herd,” according to a study by the University of Newcastle.
Names provide us with purpose and direction, often revealing the internal purpose and destiny that is expected to be realized.
Trademarks work in a similar way. A brand represents the complex emotional relationship between the narrator – the one who shares something about that brand – and the public. By inserting a more traditional context, a brand represents the emotional relationship between a consumer and a product.
Your brand is only as strong as the stories you tell.
2. Brands and names give meaning to things.
Almost everything can have a brand, a name, a label. It is a natural human impulse to want to give a name to the images, the energy and the models that are part of an shared experience, event or relationship
Personal branding is relatively new, accelerated by social media including blogs, Facebook, Twitter and LinkedIn. When you don’t realize the story and the “story” of your brand, other people will do it for you. Can you afford to outsource the story?
Building successful relationships for your brand or business boils down to the stories you tell and the stories other people tell about you.
3. Every storyteller has a brand and every brand has a story.
People remember stories more than they remember names. Here are three questions that can help you think carefully about the storytelling of your brand
Is your brand relevant?
Do you have an obvious audience in mind? Are you making your audience the hero of the story? How are you serving, supporting and empowering your audience to overcome their obstacles?
Does your brand have an origin?
Provide a story explaining where you come from, the materials you use, the unique production process, your royal seal of approval. There is no better way to legitimize your brand by anchoring it in the past.
Does your brand feel authentic?
The old marketing that says “content is king” is only part of the truth. Trust is the empress. Nobody cares about your content until they are ready to trust you. How are you making yourself real, accessible and accessible?
We all need something to believe in. What are you fighting for?
Storytelling must define how the world is seen. This is why brands will go so far and how they clarify and expose their point of view.