As we discussed in storytelling, stories have some unique advantages when it comes to engaging with a subject at a deeper level.

However, they can also be used for branding purposes to help your customers relate to your offering more and make your brand feel human.

Watch any great super-bowl commercial, and you'll find a captivating story behind it.

A brand story can help you differentiate or even establish your brand.

Suppose you are in a business with many competitors. In that case, a great story can make you stand out and cultivate loyal fans, assuming you have a stellar product, of course.

Think of your favorite brand(s). Do they have an inspiring story or message behind them?

The other element is the customer story. What story are your customers playing out, and how can your brand help them fulfill it? Answering this can help you fine-tune your brand story and create a product that fills a definite need.

Think of your favorite brand(s) again. How do they fit into your story?

P.S. - Looking for a great story? Have you read Year of the Tiger? It's a fiction story about following your dreams and one of my top posts. Check it out now!