Why do we remember a good story? Why do stories, told well, make us think, act, feel differently? How do stories pull us in and connect with our brain and imagination? In this blog we look at why storytelling - especially good stories - is so effective.

Stories have been a fundamental part of human communication for centuries. They have the power to inspire, connect, and persuade. In the world of marketing and branding, storytelling gives you presence, authenticity. But how do you craft a story that resonates with your audience?

Every compelling story has three core components:

1. Characters: Your audience needs someone to root for. In branding, this could be your customer or your brand itself.

2. Conflict: What’s the problem your audience is facing? Highlight their pain points and show how your brand can solve them.

3. Resolution: Provide a satisfying conclusion by showcasing the benefits of your product or service.

   
   

Brands like Dove and Nike have mastered the art of storytelling. Dove’s “Real Beauty” campaign celebrated authenticity, while Nike’s “Just Do It” slogan inspires action. These stories aren’t just about selling products—they’re about creating an emotional connection.

My father gave me The Old Man and the Sea to read when I was eleven and I was hooked (pardon the pun) from the first evocative paragraph to the last sad sentence. The first sentence tells you the whole story, yet it leaves you wanting more. Here, Hemingway in his minimalist way, brilliantly communicates the old man’s situation, his relationship with the boy, and more subtly, the old man’s desperate need to catch a fish.

The Storytelling Animal calls it the '“witchery of story”. It’s what our brains have been biologically programmed to do. When information is conveyed through story rather than vanilla facts, our brain lights up. Our neural activity jumps fivefold.

When you read, watch, listen to a compelling story, your brain lights up in such a way that you’re in a semi-dream state. A purer plane of consciousness that makes you forget reality. Or a place where reality and imagination blend. It’s a highly focused mode of thought and feeling that’s like sleep, yet we’re awake, highly focused, highly receptive. When listening to a good story - whether it’s a novel, a movie, even a great message, article, or ad - we’re more open to the communication, less suspicious about being sold to, and more motivated to consider a new viewpoint, value, or vision.

Importantly, we remember a good story told well. “The myriad flecks of the plankton were annulled now by the high sun” makes me want to charter a fishing boat off the Cuban coast and drop a line into the Gulf Stream. A good story, even a good line, inspires us, especially when it represents a truth we recognise and embrace.

A key element of story is that it elicits emotion. Particularly empathy. We back the hero, revile the villain. We want to visit Italy in The Talented Mr. Ripley. We want to visit Castle Howard outside Leeds, UK, when watching Brideshead or Bridgerton. Maybe we even want to stay in that quaint BnB in Daylesford after watching Movin’ to the Country on TV! ….Maybe.

Reading The Old Man and the Sea, not only do I put myself in Santiago’s worn shoes, the story is so good, told so well, that I’m living in his skin. I feel all the weight of the fish on the line. I feel his love for the fish and his bitterness for the sharks. Physiologically, we generate oxytocin when we connect with a story, a character, a situation. The more of a story we experience, the more oxytocin our brain secretes.

We’re bombarded by messages. But we remember, sometimes love, stories. The great stories are unforgettable.

It is good that we do not have to try to kill the sun or the moon or the stars. It is enough to live on the sea and kill our true brothers.

— Ernest Hemingway, The Old Man and the Sea

Tips for Crafting Your Brand’s Story

1. Know Your Audience: Tailor your story to their needs and aspirations.

2. Be Authentic: People can spot insincerity from a mile away. Share real experiences and genuine emotions.

3. Use Visuals: Pair your story with compelling visuals to make it more engaging.

4. Keep It Simple: Avoid jargon and focus on clarity.

By weaving storytelling into your branding strategy, you can create a narrative that resonates deeply with your audience.