Everybody talks about telling stories to their audience to connect them to their vision.
It is True. Stories Resonate.
But what kind of stories should companies tell? And why should you tell them? And how should you tell them?
We believe that there are a few kinds of stories that never fail to resonate. Companies should go back to these stories when they run out of ideas.
What are those stories? See below.
1. Founder Stories
These narratives focus on the person or people who started the company. They often include their motivations, challenges, triumphs, and vision. These stories are impactful because they humanize the company and create a personal connection. People often relate to the struggles and successes of the founder, seeing parallels in their own lives. Founder stories can inspire, motivate, and instill trust by showing dedication and commitment to the company.
Why Do Founder Stories Work?
Because of the following elements
- Authority- Your credibility comes from the things you have done in your life – your ups and downs, your achievement and your downfalls, your highest high and your lowest lows. And all of these are brought forth in the founder’s story.
- Connection – People find it easier to relate to the struggles and successes of the founder, seeing parallels in their own lives. This forms a connection that they cannot form with inanimate things like products and services.
- Authenticity – When you tell the story of the fallible founder, you introduce a level of authenticity that
How should you deploy them
- Transformation Posts – Explain how the founder went from X to Y
- Key Moment Post – Tell key moments of the founder’s story
2. Company Stories
These are the narratives that explain the company’s mission, values, culture, and evolution over time. They often include milestones, significant changes, or turning points in the company’s history. Company stories resonate because they provide context and build the brand’s identity. They allow customers to understand what the company stands for, what it values, and how it differentiates itself from competitors. Company stories can cultivate loyalty, admiration, and a sense of belonging among customers.
Why Do Founder Stories Work?
Because of the following elements
- Trust- It is no longer natural for people to trust companies as they did in the past.
- Connection – When the stories of the company are told in a vivid way, it is possible to establish a connection that i not possible without large advertising spends on branding
- Familiarity – A sense of familiarity that comes from stories ultimately allows the brand to slowly establish itself in the customer’s life
How should you deploy them
- Origin Story – Explain how the company came to being
- Behind the Scenes – Give them an understanding of what is happening Behind the Scenes
3. Product/Service Stories
Educating the customer about what you do is the hardest in marketing. But with a story, you can do a much better job of this. These narratives focus on the company’s products or services, showcasing their value, benefits, and impact. They often involve case studies, success stories, or demonstrations of the product/service in action. Service stories resonate because they show the practical and tangible value the company provides. They allow customers to see how the product or service could solve their problems, improve their lives, or fulfill their needs. Service stories can drive sales, improve customer satisfaction, and strengthen the company’s value proposition.
Why Do Product/Service Stories Work?
Because of the following elements
- Value- There is no other way to demonstrate value than a story of how the product can change their lives
- Drive Engagement – Well-crafted service/product stories can captivate your audience’s attention and generate interest in your offerings.
- Facilitate Understanding: Through service/product stories, you can explain complex features or benefits in a more accessible and memorable way.
How should you deploy them?
- Case Studies – Explain how your product or service solved a customer’s problem
- Success Stories – Show how your service or product brought joy for a customer
- Explainer – Showcase your product or service in action.