What people think about your brand doesn’t matter as much as how they feel about it. Telling a good story is the fastest way to connect your brand to the emotions of your audience—whether that audience is your customers, your employees, or company executives. But what makes a good story?
Jen Travis | October 30, 2017
A compelling story can make or break your brand. A story that creates a feeling—good or bad—will be stronger than anything else you say. You can let a story happen to you, like when a family was kicked off a Delta flight because they wouldn’t give up a seat they’d paid for. Or, you can create a story, like when Southwest Airlines turned a plane around for a passenger who’d just learned her son was in a coma. Both stories are compelling because they make you feel something.
Think of great movies or TV shows you’ve seen. These stories were designed to hit a nerve. They find the relatable element of any situation, the thing that connects you with the characters. Even though they’re fictional, the movies and shows that stick with you have an emotional resonance that’s anything but fake.