Do you find that it is easier to remember a good story that someone told you versus when you have to recall facts and figures?
Yah, me too.
Why is that?
It's because of the power of stories.
Stories connect you to the person telling the story. Stories connect you with the storyteller's personal experience. It makes that person relatable and makes it easy to build relationships.
Most importantly, stories make you memorable. People love stories. People remember stories.
The goal of your brand story is to connect with your audience on an emotional level.
Let them know you are human!
After hearing your story, your audience should think, "Wow, me too! I had a similar experience."
Why create your brand story, anyways?
The more you can connect with your audience on an emotional level, the more they can relate to you. The more they will invest in you. The more they will recommend you.
Most importantly, sales are made through stories. However, your personal brand story is not a sales pitch!
What makes a great brand story?
Your brand story should take the reader on a journey.
You want to start with an introduction and tell your audience where you've been. Throughout the story, you'll tell them where you are now, and possibly even where you're going in the future.
Your story should include events and experiences in your life, as well as your communicate how those events and experiences made you feel while you were going through them or after they were done.
This is the perfect place to include any aha moments, revelations, or change in perspectives.
You should tell your audience what you know (what makes you an expert). Sometimes it's just as helpful to explain what you don't know as well.
You will want to explain why you started your business. What motivated you? Why do you do what you do?
In terms of style and tone, you want to use language that feels natural to you. For example, if you don't swear in every day life, don't add profanity to your story.
Make sure your story is easy to read and understand. Is your story easy enough that most people will clearly understand what it is you're talking about?
Write in a conversational tone, like you would speak. If it helps, record yourself speaking and then transcribe your story.
Your story structure should use first-person pronouns ("I") and have a general flow of Beginning > Middle > End. See the Freytag Pyramid of storytelling below for more tips on the structure of your story.
Most importantly, your brand story should tap into the emotions of the reader and take them on a journey.
I created a one-page checklist to help you build your brand story. Feel free to snag it by clicking below.
storytelling structure - freytag's pyramid
A well-known template for storytelling is called Freytag's Pyramid. In this method, there are seven steps to your story:
1. Exposition: Set the scene - introduce the characters and setting, providing description and background.
2. Inciting Incident: Something happens to begin the action. A single event usually signals the beginning of the main conflict.
3. Rising Action: The story builds and gets more exciting.
4. Climax: The moment of greatest tension in a story. This is often the most exciting event. It is the event that the rising action builds up to and that the falling action follows.
5. Falling Action: Events happen as a result of the climax, and we know that the story will soon end.
6. Resolution: The character solves the main problem/conflict or someone solves it for him or her.
7. Dénouement: (a French term, pronounced: day-noo-moh) The ending. At this point, any remaining secrets, questions or mysteries which remain after the resolution are solved by the characters or explained by the author. Sometimes the author leaves us to think about the theme or future possibilities for the characters.
As an example, here is my recorded brand story. Click on the image below to listen to my story.
So, what's your story? I'd love to hear from you.
Comment with your story or a link to your video story.