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Why Your Brand’s Story Is More Important Than Ever

June 15, 2020
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Posted by Dan Graney

Let’s talk about stories.

Everybody loves a story. From our earliest days, stories – and the telling of them – have held the power to entertain, inform, and unify. Stories can bring us together. And everybody, every single thing, has a story. Take a look around, pick anything… whatever it is you’re looking at, it has a story. Somehow, some way, it came to be.

Your brand, your product, has a story. And it’s yours to share. Without sharing your story, people will see you from their own perspective, bringing along their own experiences and biases. Who you are, what you’ve done, how you’ve grown, your values, your victories, your defeats… these are all a way in, a point of entry for people to connect to. Your brand’s story is its narrative – no one can simply know your whole story, every twist and turn. Things happen in and out of our control, things that affect our stories – these past few months stand as a testament to that.

That’s why you need to tell your truest story. Rise up to the occasion by sharing your core values, your beliefs, your foundational differences. Everything that makes you… you! Honest storytelling may seem a bit daunting at first, but it’s what the world is craving right now. A truthful message, a transparent message. And, above all, a hopeful message. This comes from using the most powerful of storytelling tools: empathy.

It’s not only about knowing the audience to whom you’re speaking (and that’s pretty crucial). But knowing about – and understanding where – they’re coming from and what they’re going through. Just as you, as a storyteller, are sharing your own history, appreciate and understand theirs. That’s empathy.

Finally, ask questions. Ask lots of questions. And when you feel like you’ve asked all the questions you could possibly ask, ask a few more. Is your product or service as good as it can be? Is your service as good as your team can make it? Even if it’s better than ever, is it still relevant to consumers’ lives today? Is it believable? Is it honest? Is it empathetic?

Is your product going to make someone’s life better?

Your story is yours alone. No one else has the same story. There are an incalculable number of brands out there. It’s easy to get caught up in comparing yourself to them. Just don’t fall into the trap of being obsessed with whomever is standing to your left or to your right. Remember who is in front of you. Remember who you’re speaking to. Then, tell your story.

Tell us your story… and let us share your story with everyone. People want to hear it. It just needs to be told. If there’s anything we can help you talk through, big or small, we are here.

Dovetail is a specialized brand communication agency dedicated to helping clients find confidence in the face of disruption, overcome obstacles and seek new opportunities in times of uncertainty.

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