So, What’s Your Story? Narratives are your passport to engagement
I was listening to a little Rod Stewart—Every Picture Tells a Story. Of course, that’s true: a picture is worth a thousand words, right?
Though not celebrated in song, the opposite is also true: A good story can paint a vibrant visual. That’s why every brand needs to tell its story. The more textured and fascinating your brand story, the easier for the reader or listener to visualize, remember and bond with what your brand is all about.
Here are two brief examples of a story a custom cabinetry business might use:
- Example A:
We opened our business in 1990. We source the finest wood. Our skilled craftsmen will provide an elegant solution that fits your needs. We are your one-stop shop for layout, fabrication and installation.
- Example B: Our founder learned his craft in the workshop of his grandfather. The smell of newly sawn planks, the beauty in the grain as the beeswax nourishes its surface and the satisfaction of a snugly joined corner are experiences that inform every piece he proudly crafts today.
Which pulls you in to want to know more about the business? Which makes you feel confident in selecting that company to complete your project? Which will you remember?
Stories reinforce your brand by
- helping your target audience “see” who you are
- Illuminating your brand values
- pulling your reader into the picture so they virtually experience what it’s like to work with your organization
- giving personality to your brand.
People do business with people. Give them a strong narrative so they can see the real people with whom they will be dealing. So, what’s your story?