Why Your Story Matters

marketingStorytelling is as old as time. There’s a reason why stories served as the main vehicle for passing down information from generation to generation for so many centuries. The human brain is hardwired to remember stories. And even though we now have countless ways to document and communicate information, stories still remain a powerful tool for connecting with others and getting our message across.

When it comes to marketing, telling your story in a meaningful way is critical to connecting with your audience. The first step in selling your business is putting into words what you do, why you do it and how you can help others through your products or services.

A great example of a company that harnessed the power of storytelling in their marketing is Chipotle. In 2013, the Mexican-food chain released an animated short called “The Scarecrow.” The videos tells the story of the brand’s mission through the eyes of a fictional scarecrow who works in an automated food factory, but longs for something better.

Chipotle could have just created a video advertising their food, but instead they put their brand into a relatable story so people could easily see their mission in an imaginative, colorful way. Not only did Chipotle succeed in educating its audience on their product’s “why,” but they also presented their brand in a light that tugs at your heartstrings — they make you sympathize with their cause, and feel good about buying their food.

So, before you begin mapping out your marketing plan, first sit down and write your company’s story. When writing your brand story, consider these core questions:

  • Why did you get into business in the first place?
  • What “a-ha” moments have you had while establishing your business?
  • What is unique about your business?
  • How does your product or service benefit people?
  • Why should people care about what your business has to offer?

Once you’ve answered these questions, you can begin chipping away at telling your brand story in a relatable way. If writing down your story seems intimidating, then talk it out with someone, or consider getting a copywriter to listen to your story so they can then put it into words for you.

Every brand has a unique story, and it’s important that it’s told in a clear way that audiences can connect with.