Storytelling as a Branding Tool

I wrote recently about writing blog posts that aim for your readers’ hearts. Not only is this a great way to build empathy and trust, it also makes you more human. By making yourself more human, you humanize your brand at the same time.

What does it mean to humanize a brand?

To humanize a brand is to bring it down to earth and animate it. AllState does this well with “You’re in Good Hands.” They focus on customer service and how well you will be treated. By putting the emphasis on the people behind the brand, the brand itself becomes more accessible, more human.

How Can Storytelling do This?

Your potential customers are all basically people just like you. By sharing the steps taken to establish a business, you show that without you it could not have happened. This makes it easier for prospects to put themselves in your shoes.

When I say steps, I don’t mean: “First I made some fliers, then I got some testimonials, blah blah blah…” What I’m talking about is the real story behind your brand. Are you selling information products to put your kids through school? Did you grow up with a deaf sister so you wanted to create an easier way for families to learn sign language together? It is the emotional reason behind your business that makes a good story.

What Sort of Story Should I Tell?

First and foremost, your story should be true. Under no circumstances should any part of your story be fictional. Not only is it wrong to pull falsely at people’s heartstrings, you can’t hide anything on the internet. If you make up some story about needing money for your dying child’s last wish to go to Disneyland, someone is bound to Google you and discover that you are 17 and live with your father and his new girlfriend, Roxy.

The branding stories that really stick are those that are original and relate-able. Nearly everyone has lost someone they know to cancer, we are almost all concerned with the education of children…these are universal concerns that will help prospects to connect to you and, consequently, to your brand.

Words of Warning

Don’t lay it on too thick. If you go too far, your story will fall a bit out of key and prospects will feel manipulated. Your story must be sincere and one in which you believe. Share your real feelings, your real ambitions. There is always a slight risk involved with making your business personal. However, you must be willing to take a few risks if you are going to firmly establish a trusted brand.