Storytelling has always played a central role in our desire for connection and meaning. As human beings, we have a unique ability to tell and embrace stories. They not only have the power to grab our attention, but also to inspire us, connect us and give meaning to our lives. In this blog, we explore why stories are so important, how they influence our brains and how brands can use storytelling to build deeper connections with their customers. Dive with us into the fascinating world of storytelling and discover the powerful impact it can have, both on individuals and brands.

A classic example of storytelling is telling stories around a campfire. Photo by Mike Erskine on Unsplash

Why stories matter: the power of stories

In our deep-seated desire for connection and meaning, stories have always played a central role. As humanity, we have a unique ability to tell and embrace stories. It is in our nature; it is who we are.

Storytelling has a special power. They not only have the ability to command our attention, but also to make us more empathetic and help us navigate the complexities of our social world. Indeed, stories even have the potential to bring us together as a community, serving an evolutionary purpose and essential to our survival.

It is amazing how much time we spend on stories. We read books, newspapers and religious texts, we watch movies and TV shows that take us on journeys to other worlds, we talk to friends and share our own stories. And even when we are not actively taking in the stories of others, we often spin our own stories. It's an intrinsic part of who we are. In fact, we spend about half of our waking hours daydreaming about the past or the future. Even when we sleep at night, our brains continue to make up stories in our dreams.

Stories create a shared identity and strengthen the bond between individuals, motivating them to work together toward common goals. Photo by Clay Banks on Unsplash

But why are stories so important?

The answer lies in their ability to convey abstract concepts and meanings. They enable us to communicate and convey courage, sacrifice, honesty, friendship, hard work, respect, cooperation and perspective. Stories are the medium of choice to shape and share values, beliefs, ideas, dreams, hopes and goals.

It is even claimed that stories were the key to the success of our species, Homo sapiens. Stories and storytelling allowed us to organize and orchestrate ourselves in large numbers. Stories helped us form hierarchies, cooperate with others and overcome competitors and forces of nature. It was through stories that we progressed as humanity and secured our place on this planet.

Even in today's modern world, the power of stories remains undiminished. Research shows that great stories connect employees of companies and even military personnel. They give them a sense of purpose and meaning. Stories create a shared identity and strengthen the bond between individuals, motivating them to work together toward common goals.

In short, stories are not just entertainment or fiction. They are at the core of who we are as human beings. Stories have the power to inspire, connect and give meaning to our lives.

The human brain

How does our brain respond to stories?

Stories have a special power to excite our brains and engage us emotionally. Good stories capture our attention through emotional elements and take us into the world of the characters. But what actually happens in our brains when we hear or read a story?

It turns out that stories activate specific brain regions related to feelings, such as the amygdala and orbitofrontal cortex. These areas are involved in processing emotions and generating affective responses. When we experience a compelling story, we can feel the characters' emotions and become emotionally involved in their experiences.

But there's more. Stories also activate the motor cortex and mirror neurons in our brain. This means we mentally simulate and experience the story from the characters' perspective. For example, when a character experiences something, we can imagine what it would be like to be in his or her shoes. This allows for deeper engagement and makes it easier to understand the characters' experiences, pain, joys and motivations.

Another remarkable aspect of stories is their ability to evoke empathy. By identifying with the characters in a story, we can more easily empathize with their situations and emotions. This allows us to gain a deeper understanding of who they are, where they came from and what their mission and purpose is. It strengthens our connection to the characters and increases our ability to sympathize with others.

Moreover, research shows that we remember information conveyed in the form of a story much better than information presented as facts or dry information without a story. This is because stories provide a meaningful context in which the information is embedded. Our brains are naturally programmed to follow and remember stories, so the information they contain is better embedded in our memory.

In short, when we experience a story, something special happens in our brains. We are immersed in a world of emotions, we simulate the characters' experiences, and we feel empathy for their story. This explains why stories are such a powerful way to convey information and have a lasting impact on us.

Using storytelling in branding

The persuasive power of stories

When we think about brands, we need to remember that consumers see brands as social entities, similar to other people, and relate to them. Consumers are constantly looking for meaning in their lives, and stories have the power to connect people and give meaning. Therefore, brands can use the power of stories to showcase themselves and connect with customers on a deeper and more meaningful level.

On a practical level, stories allow brands to reveal more information about themselves than any other brand element. Stories can provide essential insights, such as:

• Who are they? Stories can communicate a brand's values and show what they stand for. This helps consumers understand the principles and beliefs that drive the brand.
• What do they do? The consumer's perspective is important here. Stories can show consumers how the brand fits into their lives, the problems it solves and the benefits it provides. This creates a deeper understanding of the brand's value proposition.
• Why do they do what they do? What is the purpose and meaning behind the brand's actions? Stories can communicate the brand's motivations and intentions, and show who they are doing it all for. This helps establish an emotional connection with consumers.

• Where did they come from? A brand's history, biography and heritage can provide compelling stories. By sharing the origins and evolution of the brand, consumers can experience a sense of continuity and authenticity.

• Where are they going in the future? Stories can also highlight the brand's vision and future plans. This gives consumers an idea of where the brand is headed and how it may affect their lives in the future.

By incorporating these elements into a story, a brand can create a strong identity that fits the customer. Using storytelling in branding allows brands to create an emotional connection and gain the trust of consumers. It is not just about selling a product or service, but sharing a common journey and providing meaning in consumers' lives.

Consumers sometimes feel so committed to Coca Cola that they wear the logo on their clothing. Photo by Ahtziri Lagarde on Unsplash

Creating impactful brand stories

Step 1: Know yourself

To create an impactful brand story, it is essential to first know yourself well as a brand. Ask yourself the following questions:

• Who are you? Not only what is your business, but what is your deeper purpose? What drives you and why do you do what you do?
• What are your values? What principles and beliefs are essential to your brand? What are the core values you strive for?
• Where did you come from and where are you going? Understand your history, background and evolution as a brand. Think about your vision for the future and where you want to grow.

Step 2: Know your customers

To create an impactful brand story, it is equally important to know your customers well. Ask yourself the following questions:

• Who are your customers? Understand the demographic and psychographic characteristics of your target audience. Who are they and what are their needs?
• Why do they choose you over your competitors? Identify the unique value your brand offers and why customers choose you.
• What is their story? Understand your customers' problems, challenges and desires. What are the motivations and emotions that appeal to them?
• How do you help them solve their challenges? Think about how your brand can provide value and solutions to your customers' problems.
• What journey do they go through to find and use you? Map the customer journey and identify the touchpoints at which your brand interacts with your customers.

Step 3: Brainstorm to develop a meaningful story

Now that you know both yourself and your customers well, it's time to develop a meaningful brand story. Ask yourself the following questions:

• Why do I want to tell this story? Think about the purpose and intention behind the story you want to share.
• What is my unique angle? Identify the unique elements that distinguish your brand and leverage them in your story.
• What value does this bring to my image? Think about how the story contributes to the perception of your brand and what positive impact it can have.
• What will my consumers take away from this? Consider what your consumers will learn about you, your values, worldview, qualities, personality, and so on.
• How does the story align with my purpose, mission and vision? Make sure the story aligns with your brand's overarching goals and values.

Step 4: Create the story

Now it's time to actually create the story. Follow these guidelines:

• Select the characters: Choose which characters best fit your story. These can be consumers, employees or even the brand itself, fictional or symbolic.
• Keep the plot emotional, unexpected and meaningful: Make sure your story touches the emotions of your audience and takes them on a journey. Keep the message clear and simple, and provide an unexpected twist that makes the story memorable.
• Choose a narrative form that fits your story: There are several ways to take your audience on a journey, such as problem/solution, before/after, tutorials, inspirational stories like underdog narratives or eudaimonic narratives, or personal stories like those of the founders.

By following these steps and paying attention to the details of your brand story, you can establish an impactful and meaningful connection with your consumers and build a lasting brand image.

Scientific articles on storytelling

In the world of academic research, several studies have focused on the phenomenon of storytelling and its impact on marketing and consumer behavior.

For example, there is a study called "Significant Objects: How Eudaimonic Narratives Enhance the Value of Featured Products" in which researchers Hamby, Tezer and Escalas discovered a fascinating connection between narratives and product value. They dove into the world of eudaimonic narratives, stories that revolve around personal growth, meaning and fulfillment. What they discovered was astonishing. Using these stories significantly increased the value of products presented. Consumers were better able to identify with these stories of growth and, as a result, felt motivated to purchase the products.

According to Eudaimonic Narratives theory, this moment would not only be described as "a couple painting a wall," but rather as "a new beginning."

Another fascinating chapter emerged in the article "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography" by Paharia, Keinan, Avery and Schor. This story revolved around the "underdog effect" and how brand biographies that communicate a story of adversity and determination have a positive impact on consumers. They found that consumers were more strongly attracted to brands that had overcome a challenge. The story of resilience and perseverance struck a nerve with consumers, allowing them to identify more with the brand and feel a deeper connection to it.

And then there was the intriguing story revealed by Zhou, Du and Cutright in their article "Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices." They explored the power of brand-to-brand praise and its influence on consumer evaluations and choices. They found that observing positive stories and praise between brands had a significant impact. Consumers were receptive to these stories and were positively influenced in their attitudes and preferences for the promoted brand.

These stories from academia demonstrate the profound impact and value of storytelling in marketing and brand communications. They show how stories can touch consumers, increase their engagement and change their perceptions of brands. By harnessing the power of storytelling, brands can establish a deeper connection with consumers and strengthen their brand image.

Tell us your story

We're curious to hear your story! Want to know what we think of your story or want help setting up your own? We use storytelling as part of setting up brand strategy for our clients. If you want to know more about this read on here.

Sources:

Hamby, A., Tezer, A., & Escalas, J. E. (2022). Significant Objects: How Eudaimonic Narratives Enhance the Value of Featured Products. Journal of Consumer Research, 49(3), 432-449. doi:10.1093/jcr/ucab014

Paharia, N., Keinan, A., Avery, J., & Schor, J. B. (2011). The underdog effect: The marketing of disadvantage and determination through brand biography. Journal of Consumer Research, 37(5), 775-790. doi:10.1086/657252

Zhou, L., Du, K. M., & Cutright, K. M. (2022). Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices. Journal of Marketing Research, 59(1), 128-145. doi:10.1177/00222437211008616

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