At the heart of every successful messaging strategy is a differentiated, motivational and sustainable brand story—from which all brand messaging originates. Brand stories are not just who you are by definition or how you express yourselves through tone or voice, but it serves as the conceptual core for all you say and do as a brand.
- Storytelling is a universal language that transcends social and cultural differences.
Even the most diverse groups of people can find commonalities through storytelling, because they follow a defined arc and appeal to emotions and experiences that are innately human. Because stories are so connected to human experience, it is also important to consider the mediums in which you are communicating. Don’t subscribe to the notion that a story is limited to written or spoken word. With a well-defined messaging strategy, you are not bound by traditional definitions of storytelling. Engage other senses to relate to your audience.
- Stories help us actualize abstract concepts and simplify complex messaging.
When learning new concepts or information, analogies, personal anecdotes or real-life examples can help us better understand that knowledge in the context of our own lives. It is not easy to distill multiple large, amorphous ideas into an effective messaging strategy—so, consider the brand story as a vehicle for your brand values. Through storytelling, a multitude of talking points can coalesce into one, compelling narrative that is easy for your audience to understand.
- Stories are scientifically proven to increase attention and comprehension.
Neuroscience proves that storytelling is the most effective way to capture attention, increase comprehension, and forge brand loyalty through connection. Pathos-driven marketing influences intent and drives action—meaning consumers rely on emotions, rather than information, to make decisions. When our brains process information from stories rather than facts, the neural activity increases fivefold. Subsequently, the chances that your brain will recall the information increases exponentially.