Telling a Better Story

Everyone can tell a story.

Every year, your "funny" uncle regales you with his best story about your parents, and it's always a hit. But would you still enjoy it if you weren't related to the protagonists?

Brands need to ask themselves the same question: Does our brand story connect with an audience that isn't already in love with our products? We allocate a sizable chunk of our marketing budget to telling our customers who we are and why they should care. Telling a story that doesn't engage with your audience wastes time and money.

Every brand has a story, a unique tale of how it came to be, what it stands for, and the impact it hopes to make in the world. But with so many brands competing for attention, it can take time to craft a story that truly stands out.

Focusing on the critical elements of a great story—memorable characters, a compelling plot, an engaging setting, a powerful theme, and a touch of emotion—businesses can create brand stories that resonate with their audience and build a deep and lasting connection.

Telling a brand story that captivates and inspires requires going beyond the marketing books and looking to the masters of storytelling.

In 2013, Pixar Animation Studios Story Artist Emma Coates tweeted the company's 22 Rules of Good Storytelling (you can read all 22 rules at Open Culture). Still, for our purposes, we distilled the list of 22 down to 5 so that if you get these right, the rest of the story will fall into place.

These rules from Pixar can be applied to a business telling its brand story by helping the company craft an engaging, authentic, and compelling narrative that resonates with its audience. Here are the five most important rules, in my opinion:

Rule 2 - "You gotta keep in mind what's interesting to you as an audience, not what's fun to do as a writer. They can be v. different."

It might be a technological wonder that you could squeeze 23 extra gaganoozles in your gizmos. Your engineers should be proud, but it could be 24, 25 or 1025, and it won't mean much to your customers. But if those 23 extra gaganoozles mean your gizmo can gerblunkan 5x faster than other gizmos on the market, that means something.

You tell them about the 23 extra gaganoozles; you tell them it's 5x faster, but you show them how their life is more fulfilling and enjoyable being able to do 5x the amount of gerblunkaning they can now.

Rule 7 - "Come up with your ending before you figure out your middle. Seriously. Endings are hard. Get yours working up front."

Applying rule 7 to your business storytelling requires you to articulate your desires clearly. What are your goals? Do you want to educate your customers or persuade them to act? Once you have determined your destination, you can build the path with anecdotes, videos, or other storytelling vehicles to drive your customers.

Rule 15 - "If you were your character in this situation, how would you feel? Honesty lends credibility to unbelievable situations."

Be transparent and authentic in your storytelling to create a sense of trust and connection with your audience.

When your brand is open and genuine, it connotes a human side, thus allowing people to see behind your products or services, making your business feel more relatable and approachable.

As a result, consumers are more likely to feel a sense of connection with your brand and the values you represent.

Rule 21 - "You gotta identify with your situation/characters; can't just write 'cool.' What would make YOU act that way?"

Excellent storytellers know that the audience needs to feel either empathetic (I've felt that before)or sympathetic (I haven't felt that but don't want to feel that) with the protagonist to create an emotional bond.

In business storytelling, we have two protagonists; our brand and the audience. Our story needs to allow the audience to see themselves as our brand's protagonist and themselves bettered by our offering.

Rule 22 - "What's the essence of your story? Most economical telling of it? If you know that, you can build out from there."

When writing your brand's story, what is the easiest, most simple way to say it? Cut the filler and remove the distractions. Find the essence of the story you're sharing with the world. How do you want to be known? When people hear your story, what do you want them to feel? How quickly can you tell your story if you're in an elevator and need to share it? What do you... 😉.

Consider how these five rules apply to your business. Then, use the rest of Pixar's 22 Rules for Storytelling to enhance your story further.

At Merchant North, we will find the essence of your business to develop your authentic story that connects with your audience.

Make the call.