Storytelling - A Two-Million-Year-Old Innovation

Although it has become one of the trendiest topics in recent years, storytelling is not an invention of 21st-century marketers. If you take a closer look, practically everything, from the oldest religions to politics and the entertainment industry, revolves around stories. Because no matter how much we like to believe that we think rationally, stories still have the greatest impact on us. But how and where should you use them in brand building?

The Psychology of Storytelling

Storytelling is not just a timeless tradition; it's also the most efficient way for us to connect with one another. Whether huddled around a tribal campfire or sharing a drink with friends, the act of sharing a story creates an instant bond, transforming the experience into a collective journey. In these precious moments, we satisfy one of our most profound human needs — the need for connection.

In addition to carrying this instinct with us since ancient times, childhood magnifies it further. Through bedtime stories and family anecdotes, we discover the world, which almost programs our minds to easily absorb information in this narrative form later on. It's no wonder that as adults, a staggering 90% of our workplace conversations revolve around engaging in lively gossip and exchanging captivating stories about others.So storytelling is one of the best ways to make sense of what’s around us.

The need to know and the need to connect through storytelling have a much deeper impact on people than any logical argument or reliable data.

Brand Story - Dull vs. Captivating

"We established our company in 1998 and have been representing high quality and customer-centricity ever since."

Sounds familiar? The plain facts  and empty phrases may change, but one thing remains constant: they fail to ignite any real excitement. When we click on an "About Us" tab, it's because we crave genuine stories. We yearn for connections with real people. We seek out thrilling adventures that led to the very birth of the company. We desire a compelling reason that will make this purchase truly meaningful to us.

An exemplary case of this is the story behind the Innocent brand:

“Adam, Jon, and Richard decided to sell smoothies that could fulfil your daily intake of 5 different fruits in a flash, requiring almost zero effort and bringing some positive impact on your health. But they didn't dive headfirst into the smoothie business without testing the waters of public interest. They took a bunch of smoothies to a music festival and placed a huge sign next to them: “Should we quit our jobs to make these smoothies?” along with two bins labelled YES and NO. Since almost all cups ended up in the YES bin, the next day, Adam, Jon, and Richard quit their jobs, and started Innocent Drinks company”

It's an incredibly simple story, yet it makes a lasting impression on you in just a minute: these guys care about me, they're just ordinary people like me - and they're pretty cool, too. It instantly makes them so much more authentic in your eyes than if they had rattled off a list of working exclusively with natural ingredients and real fruits, sourced from local suppliers, in an environmentally friendly facility (which, by the way, is exactly what they do).

So, if your business has any kind of story (beyond wanting to make money), make sure to share it with your customers. Because that's the one thing people can immediately connect with. There will always be someone who can offer something better, faster, or cheaper than you. But no one will be able to replicate your own personal story.

How does a story become a brand?

Your story doesn't stop with  a well-crafted introduction. You need to make it the centerpiece of your brand, on which everything else is built. You need to proudly showcase it across all platforms until it becomes synonymous with who you are. And then go even further.

You have probably come across TOMS shoes. Superb quality, trendy designs, and handmade models. But what made them a global brand was not just that, but their fantastic story.

"Years ago, Blake Mycoskie travelled to Argentina where he confronted an incredibly sad reality: many children grow up without a single pair of shoes. He wanted to help them in some way, so upon returning home, he founded the TOMS brand with an unprecedented business model: every time you purchase a pair of shoes, a disadvantaged child also receives one."

TOMS has already sold an impressive But what sets TOMS apart as a remarkable example is not just its incredible origin story that instantly captivated everyone. It's also their continued commitment to that story.  For example, they introduced the TOMS sunglasses collection, which helps provide eyewear or vision-correcting surgery to those in impoverished countries. They then came up with additional products that support clean water access or safe childbirth in underprivileged areas.

What's the takeaway?

You don't need to spin a fairy tale about your brand to grab people's attention. They're genuinely curious about who you are and what you've been through. It could be any exciting, hilarious, or personal experience you'd share over a pint when someone asks about your company. That's exactly what you should weave into your introductory text. Be genuine, be yourself, because that's how you'll forge a real connection with people. And if you base your entire brand on this story, you'll be way more authentic and lovable than if you spout generic buzzwords like "top-notch quality" or "unbeatable reliability."