Stop selling, start telling: Why your brand story matters

By Jennifer Reed

It’s been about a month since we attended Social Media Week and we’re still digesting the wealth of incredible content—but if we left with only one message, it would be this: Storytelling matters.

If you’re focused on selling rather than telling, you’re missing key opportunities to connect with your ideal customers, set yourself apart in a crowded market, and make your brand irresistible.

The Why

Storytelling is an essential part of the human experience—and has been around just as long. From the earliest cave drawings to the age of social media, storytelling has always been cornerstone of human connection and should also be a critical part of your brand strategy. Here’s why:

Storytelling sparks emotion. Whether empowering, funny, poignant, romantic, or thought-provoking, everyone loves a good story. They captivate us, unite us, and leave us hungry for more—but perhaps most importantly, they make us feel. Storytelling goes straight for the heart, engaging customers on an emotional level and building trust, loyalty, and an authentic bond. That’s not to mention that emotionally connected customers have a 306% higher lifetime value, stay with a brand longer (an average of 5.1 years compared to 3.4 years), and recommend brands at a much higher rate (71% compared to 45%) than customers who rate themselves as satisfied with a brand, according to Motista.

Storytelling builds (the right) relationships. People buy from brands they love and feel connected to. A well-told story is the most powerful way to attract the customers you want—loyal brand advocates who not only have a vested interest in your products and services, but align themselves with the same culture and core values you promote—while simultaneously repelling those you don’t.

Storytelling allows you to control the narrative. Or at least part of it. According to Social Media Week speaker and branding expert, Deb Gabor, your brand is your story—and if you’re not telling it, someone else will.

Storytelling sets you apart. Many brands fight for the same space, but none share the same story. A unique and powerful narrative differentiates you from the competition and allows customers to connect with your brand in a way selling can’t. Nike is a great example: Their stories inspire, motivate, and awaken the champion in everyone. Can you imagine instead if they simply listed the features and benefits of the athletic wear they sell?

The How

Your brand story should explain what you do, how you do it, and most importantly, why you do it—but where do you even start?

Define your why. If your brand story begins with what you do, grab a cup of coffee and settle in for Simon Sinek’s TED Talk, “How great leaders inspire action.” His message is all about shifting your story to start with why—and it is well worth 18 minutes of your time. Ask yourself: What is the purpose of your brand? What problems are you solving? What motivates you to get out of bed every day? What is the end goal? (Hint: It’s not sales.) This is your why, and this is where your brand story begins.

Keep it simple (and shareable). Great stories are both well-told and retold. Be careful not to let your brand story get lost in superfluous details and flowery language. Instead, keep your message memorable with a short and sweet narrative that speaks straight to the heart.

Be authentic. Every brand has a personality. That’s why we love some and love to hate others. Don’t be afraid to let your individuality shine through in your storytelling. Are you laid back, quirky, intellectual, sophisticated? Let your flag fly—and harness your unique personality to attract the ideal customers who will drive your brand forward. Remember that today’s social media brands are under scrutiny for their agenda and opaque behavior, and those concerns may extend to companies that use social media. Help your fans overcome their hesitations with your honesty and transparency.

Having some brand story writer’s block? We can help.