You keep hearing a corporate story is indispensable to your brand. For only stories evoke emotions and move people. The message: ‘Brand storytelling works.’ So if you're building a brand, you need a brand story. But why is that the case? And what is brand storytelling?
British management expert Simon Sinek summarizes the essence of storytelling in the title of his book, Start with Why. The underlying idea is that those who share why they do what they do inspire employees and, therefore, customers. Your ‘why’ is your higher brand purpose. It's why you exist, so it provides guidance on everything your organization does.
Good brand stories invite people to step into an unknown world — a brand's universe. If you want your target audience to feel comfortable, you should know exactly what makes you unique. It's paramount that you clearly define your differentiator and communicate it in a creative way!
When it comes to communicating your story, consistency is key. But brand storytelling is also implemented in practice. Your brand story is only meaningful if you align it with your actions. So while you need to share a brand story that conveys what you do and what you stand for (through the story, the main character, and the message), you should also make sure to live up to any expectations you've set.