As you’re building your company, or even repositioning it, you need to think about your brand story: how it fits into your company, what it says about you. It is the underlying structure for your branding and messaging, and everything needs to be aligned.
There is a voluminous amount of research that supports the fact that people remember stories better than facts or statements. A story activates the language processing parts of our brains, as well as other areas that would be involved if we were actually experiencing the events being told to us. The more interaction with various parts of our brains, the more likely we are to remember, process, and deem the information credible.
Your brand story doesn’t have to be complicated; in fact, it should be relatively simple, and therefore easier to process and hence more memorable. It should be personal in that you want it to resonate with your audience, and help to form a connection to your company with every single person.
So, what’s your brand story?