Every day from the moment we wake up, our brains begin the art of storytelling. The narratives we create help us make sense of the world around us. They weave together bits of random information into something coherent, understandable, and – above all – memorable.
We all want to feel good about what we do, from what we spend our time on to what we buy. Many companies have tried to craft stories for their audiences that create this exact feeling. Perhaps they build their brand identity around efficiency. Or cutting-edge innovation. Or maybe sustainability.
Regardless of what your company’s brand identity is, every successful brand starts with a story.
Memories… all alone in the moonlight
Storytelling is an art but is not without science. Thanks to evolution, our brains are naturally designed to remember stories and how events have, or could, affect us. Facts help give structure and validity to our stories, but it is that narrative arc we retain most. According to Stanford Marketing Professor Jennifer Aaker, “stories are remembered up to 22 times more than facts alone.”
This is true not only when casually reading for enjoyment or information, but also when actively attempting to memorize facts. According to one Ivy League study, when subjects were asked to remember several lists of random words, participants who tried to rehearse and memorize the lists could only recall 13% of the words. However, participants who weaved the words into creative stories were able to recall 93% of those words.
This is why the stories you tell about your company and your brand identity are so important. Although informational, your customers are not likely to remember that long list of differentiators you have on your website. As impressive and comprehensive as these lists may be, these data points alone are unlikely to leave a lasting impression on your audience. Without a memorable narrative to take with them, your customers will probably forget what they just read the moment they leave your page.
According to a 2023 study, researchers found that even in as little as 24 hours, people forget facts faster than stories. In fact, stories tend to fade by “33% over the course of a day,” compared to numbers and statistics, which fade by a whopping 73%.
In the Netflix mini-series The Mind, Explained, we see the unique science of memory and how storytelling can be a powerful tool. World champions in memory (yes, they exist) have the ability to recall data in seemingly superhuman ways. According to these champions and scientists alike, the most important elements in memory are:
- Stories
- Places
- Emotions
Memory champions can remember hundreds of sequential numbers flawlessly and accurately recount the order of a deck of cards with only seconds of observation. How do they do it? They aren’t smarter. They don’t have bigger brains.
“We are emotional and visual learners. And… we’re storytellers,” says world record holder and Grandmaster of Memory Yanjaa Wintersoul.
They not only create elaborate stories but also put themselves at the very center of the narrative. Telling a great story isn’t the end-all-be-all of successful marketing. A successful story can still fail if you don’t consider your audience’s pivotal place in the grand tale of your brand.
So tell me what you want. What you really really want.
Your target audience didn’t wind up on your company’s page out of a desire for a bit of light reading. They have real issues and real problems. They are seeking the very best solution they can find. Your goal is to be that solution. Be that trusted advisor. Show them how your product or service is the best tool for achieving their own success.
When constructing a narrative that enforces your brand identity, begin with understanding everything you possibly can about your target audience. Ask yourself:
- What kinds of people are they?
- What do they really care about?
- What does it look like for them to be successful?
- If they mess up or fail, what is at risk?
- What obstacles do they face?
- What kinds of solutions or support would be the most helpful?
- If they find the right solution, what happens next?
- If they use your product or service, how can it make their lives better?
Once these questions are answered, weave these data points like a web around the story you are trying to tell. Remember, you are not the hero of this story. Your clients are the heroes. They have to be. Your clients need to see their place in the center of your solution. That’s when they will trust you because you understand them. That is when you’ll win them over.
Tugging the ol’ heartstrings
Have you seen Apple’s climate report to Mother Nature?
We’re not trying to be dramatic… but it’s exquisite. Go watch it.
More importantly, it’s a fantastic example of storytelling that paints social responsibility as a bonus – yet timely and important – layer of Apple’s brand identity. Apple is showing genius by foregoing product descriptions or features of new technology and instead showing HOW they do what they do. Their call to action has nothing to do with their products. Instead, the unspoken moral of the story is:
“If you care about the planet, you should make ethical purchasing decisions. Apple is the most ethical tech company. Do you care as much as we do? If you do, you’ll buy our products.”
Apple knows what tugs at their audience’s heartstrings. Apple knows that their target persona is slowly expanding into younger generations who not only have buying power but are becoming more and more conscientious about climate impact. Say what you will, but GenZ is going to save the planet.
However, you could argue someone would most likely buy an iPhone anyway long before watching the commercial. The reason Apple’s story with Mother Nature is so brilliant is that it targets a higher level of persuasion beyond just buying the product. It creates multiple layers of brand loyalty. For a customer who has already decided to buy an Apple product, seeing this commercial connects them to the brand through shared values. By watching it, they will understand the additional benefits (moral clout) of buying from Apple and can become even more immersed in the brand on a level that extends far beyond the products they buy.
Lastly, regardless of ethical standards or the betterment of the planet, Apple’s sustainability goals show their engineering prowess. They are showing they not only have the technology to be the most successful tech company in the world but can do it with more innovation and intention than any of their competitors. Impressive. And very difficult to compete with.
What if you could tell a story this captivating to your customers? Not every company can be Apple, and oftentimes messaging needs to be centered more on products or features depending on the nature of your industry. However, you can still paint your customers a picture of what their lives could be like with your product or service or the values they share with your company.
Is your brand identity memorable?
Your company exists for a reason. You have something unique, perfectly crafted, and the best solution to your clients’ woes. Storytelling is the best way for them to learn who you are and what you have to offer. By using stories, you can tailor your brand identity in a lasting and impactful way.
The best stories start with your audience in mind, crafting a narrative around their goals and challenges. Then, you build on the story by highlighting what makes you the best solution to their problem. This doesn’t have to be just your differentiators, products, or services but can include your:
- Inspirational origin story
- Dedicated customer service
- Specialized, skilled staff
- Industry expertise
With multiple layers to your brand story, you can continuously captivate and convert your audiences to the success of your business.
Struggling to start? Have too much on your plate already? Content Workshop is made up of skilled storytellers and narrative weavers who can assist you in creating a customized, data-driven content strategy for your business. Sound like your cup of tea? Let’s chat.
