Building Your Brand: Why Stories Are Better Than Facts
During my startup days I have personally been in situations where I have lost deals ONLY because I was unable to create the right value proposition for the audience. And I have met many startups who suck at storytelling. They might have a compelling product/ service, but haven’t figured out a compelling story for how their product will change the world! The difference comes down to branding and storytelling.
I’ve learned that startups that reach their target customers with the best messaging, building the most effective brands, will win. Storytelling is the difference and essential to brand success. We build brand fans with storytelling. We tell a unique message with stories. We have an emotional connection to telling stories. This has been true since the first cave paintings were discovered. But what is it exactly about our brains that makes us so enthralled by stories? And how can we use this today when we create a brand for ourselves?
Don’t unplug the humanity. You need to make an emotional connect with people in the room and build empathy to bring people together. Get your clients out of their heads and in touch with their hearts. When you listen to a powerpoint presentation with mundane bullet points, the only parts of the brain activated are the language processing parts. However, if you are being told a story, any area in your brain that would you would use when experiencing the events of the story are activated in addition to the language processing parts of your brain. A story can put the entire brain to work.
Another benefit of telling a story is that if you tell a story that has shaped your thinking and way of life, you can have that same effect on the person or people you’re telling the story to. According to Uri Hasson from Princeton, the brains of the storyteller and the listener are able to synchronize. A storyteller can plant ideas, emotions and thoughts in the brain of the listener.
So why exactly does the format of a story have such a deep impact o