You’re not the Hero, you are the Guide!

Story telling of course is crucial in marketing and even more so in purpose-driven marketing. (contact us for more info on purpose-driven marketing) 

It’s crucial in every aspect of our lives. 

Startup pitch, A job interview, A first date, A courtroom trial, An evening with friends, A bedtime story for children, A political campaign rally, A wedding ceremony, A press conference, A brainstorming session, A therapy session, A public speaking event, A memorial service, A sales pitch, A product launch event……………………………………….. 

Stories are our lives!  

The science behind storytelling. 

Research has consistently shown that our brains are hardwired to process and retain stories more effectively than isolated facts or data. This innate predisposition towards storytelling not only highlights its significance in human culture but also underscores its value in purpose-driven marketing. 

When you look at TED Talks, you’ll notice that the best ones are made up of 70% stories and 30% facts. Stories build trust, and trust is what you need for people to remember the facts.
 

Neuroscientist Uri Hasson conducted a study at Princeton University that demonstrated how stories synchronize the brains of the storyteller and the listener. This phenomenon, known as neural coupling, allows the listener to experience the story as if they were living it themselves. As a result, stories can create a powerful emotional connection that transcends mere information sharing.
Moreover, studies have revealed that stories engage multiple areas of the brain, including those responsible for processing emotions, sensory experiences, and social cognition. This engagement facilitates better memory retention and a deeper understanding of the content being presented.

For example, research conducted by cognitive psychologist Jerome Bruner suggests that people are 22 times more likely to remember information conveyed through a story than through facts alone. 

Here are 7 steps to a great story brand. 

This is actually a summary of a book I read a while ago about story telling of which I highly recommend.
The StoryBrand BrandScript is a framework developed by Donald Miller to create compelling brand stories.

Here are seven steps to develop a great brand story:  

1. Character: Identify your target customer as the hero of your brand story. Understand their desires, challenges, and how your brand can help them overcome those challenges.
    

1. Problem: Clearly define the problem or challenge that your customer is facing. This problem should be relatable and significant enough to capture their attention and make them want a solution.
    

1. Guide: Position your brand as the guide or mentor who can help the hero (your customer) overcome the problem. Communicate how your brand has the expertise, resources, or solutions to lead them towards success.
    

1. Plan: Present a clear plan or roadmap that outlines the steps your customer needs to take to solve their problem. Break it down into simple and actionable steps, emphasizing how your brand can assist them at each stage.
    

1. Call to Action: Provide a specific and compelling call to action that motivates your customer to engage with your brand. It could be signing up for a newsletter, making a purchase, or scheduling a consultation. Make it easy for them to take the next step.
    

1. Success: Paint a vivid picture of what success looks like for your customer when they engage with your brand. Show the positive outcomes, benefits, or transformations they can expect by choosing your brand as their guide.
    

1. Failure: Highlight the potential negative consequences or missed opportunities if your customer doesn’t take action or chooses a competitor. Create a sense of urgency and emphasize the importance of acting now. 

By following these seven steps, you can create a brand story that grabs your audience’s attention, resonates with their needs, and compels them to take action.  

Human helps companies who struggle to set themselves apart and create healthy growth by providing purpose-driven marketing solutions so that they re-discover their passion and become the brand their customers love. 

Talk to us if you’re getting excited 😊