The 3 Elements of Effective Brand Stories
Stories have a way of sticking with us. They’re enjoyable, relatable, and understandable – and these qualities ultimately make them memorable. The context of the story provides linkages and framework that connects information, enabling us to recall a full set of information that we’d be probably be unable to memorize by rote.
For these reasons, storytelling can be an immensely effective communications tool for brands. To be effective, though, stories need to be enjoyable, relatable and understandable. In fact, these three components are the keys to developing an effective brand story.
Enjoyable: If the message doesn’t provide some sort of enjoyment to the person reading (or viewing or listening to) it, it won’t be effective. However, enjoyment can take many forms. Stories that touch, teach, empower and inform can all be enjoyable. A good test for enjoyment is a positive answer to the questions “Am I glad I read…
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