Storytelling allows an intimate and authentic bond to develop between the brand and the customer.
Sharing their individual journeys and experiences can help founders create a brand story that resonates with their customers. A brand story can also help set the tone for the businesses ‘mission, message and voice, even as they scale up.
But, founders should be wary of putting themselves at the centre of the story. The focus should be on the customer. The customers should be able to project themselves over the story and be able to relate to the brand.
Businesses can further build their story by using their customer’s interpretation of the brand. They can either feature their best customers in their photoshoots or simply act as curator for stories that their customers share about their personal journey with the brand.
[21 minute read]