Have you ever thought about the neuroscience of storytelling? I’m guessing most people haven’t but knowing the how and why behind branding through storytelling is more interesting and scientific than I ever thought possible. Our brains are wired to latch on and remember stories more than anything else. Neuroactivity abounds when we hear a story because they are built to touch so many different centers of our brain from emotional and language regions to sensory regions like sight and smell. Stories engulf their listeners in a narrative they can’t peel away from – if it’s a good story, told well. Telling your brand story is your company’s opportunity to captivate an audience. Take advantage of the neuroscience of storytelling and make sure you find a unique place in the memory of your audience. Take the time to craft and turn over different lines and points of emphasis. The better-told story is the most remembered.
Are you in the habit of telling your company’s story? Maybe you share it everywhere or maybe you’ve never shared it at all, but telling your company’s story is a critical part of your business’ success. Consumers, now more than ever, desire connection and kinship with the brands they use. It isn’t only about product and price. People want to know and connect with how a company operates, its values, its mission. I know this can sound super fluffy, especially to the old guard, but this is simply the world we live in these days. Decisions are made by buyers for multiple reasons – not just one or two. If they don’t like the story you’re telling, they ain’t buying. You want to appeal to as broad of an audience as possible, but always be rooted in honesty. You will not appeal to everyone and that’s okay. If you want to succeed, if you want to connect with consumers at a more intimate level, you need to tell your company’s story. Where to begin? I’m glad you asked. Check out these 8 tips.