It’s tough to get your brand in front of a prospective customer’s eyes. You can buy some Google Adwords, use LinkedIn ads, promote some posts on social media, or plaster the web with an elaborate video ad. But these methods don’t hold as much water as they used to. People want to be part of an experience, not an ad campaign.

Most people buy into something with their emotions, then back it up with logic. If you want to gain their trust, you have to appeal to the emotional and logical sides of your target audience. But how do you achieve this relationship without being inauthentic? The answer is storytelling, of course.

Welcome to a new age of marketing, where the most popular brands are also the best storytellers. There’s a lot of power in a good story, and companies use this to their advantage. They’re attracting more of their target audience through these stories by going after visitors who have the most potential to become customers, not just anyone browsing the internet. They use visuals, words, and calls-to-action in their stories to turn curious individuals into dedicated consumers.

Brand storytelling relies on emotion and creativity to explain a company’s core values, solution, and vision. It ultimately answers one question: why are you in business?

Just think of what stories your favorite brands tell. TOMS founder Blake Mycoskie told us about his international travels and what he saw along the way: children without shoes. This inspired their business model and “buy a pair, give a pair” model — for every pair of shoes purchased, the company gives a pair to someone in need. Consumers latched onto this model, and TOMS sold 10,000 pairs of shoes that first year.

Blue Apron’s prepared meals business helped audiences realize that cooking at home can be healthier and cheaper than eating out all the time. Cooking can also bring moments of togetherness when you cook with friends or family.

This series will explore what makes these stories so powerful..

We’ll explain what brand storytelling is, why it’s important, and which factors make for a good story. We’ll also reveal how to create a story your brand can use to its advantage.

Use the links below to navigate between chapters, or click the link at the bottom to download this guide in its entirety.

Chapter 1: What Is Brand Storytelling?
Chapter 2: Five Reasons Why Storytelling Matters For Brands
Chapter 3: Five Keys To A Great Brand Story
Chapter 4: Five Examples Of Incredible Brand Storytelling
Chapter 5: How To Find Your Brand Story

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