Storytelling:
Making the Emotional Connection

“Once upon a time...”

So…what’s your story? Why are you in business? Why should it matter to your target market? Making the emotional connection with your prospects and customers starts with storytelling.

Your business objective is to court and engage your customers and prospects. So imagine that your product or service is on stage and the marketplace is your audience. What story will you share with your audience?

A good starting point may be your vision and mission statements —your “script.” Your dialogue (your marketing and advertising) should articulate your company’s core promise to the marketplace. Now, imagine that your brand persona is your lead character.

Your story should be an inspiring manifesto and bring your company to life. And the best part is, your story doesn’t even have to be “real.” Here’s a classic “brand story,” the Legend of the Salty Dog.

In fact, by virtue of the Salty Dog story, what was once just a local seaside café on the tip of Hilton Head Island, South Carolina, is now a nationally recognized brand that has been successfully extended to additional area restaurants, apparel, and a full-line catalog including items for pets.

Here’s another example of emotional storytelling and how the story can build a brand. While we may not explicitly know the story behind Evian (it’s not a published “legend” like The Salty Dog), the brand—even their logo and packaging—represents “Alpine purity.” Cold, refreshing, healthful, pure water. The story tells itself.
Functionally, my thirst is quenched when I drink Evian. Emotionally, I know I’m drinking something pure and wholesome rather than a sugar-soaked carbonated beverage. Socially, I feel healthy and vital when I drink Evian. I want others to see me drinking Evian. So, I “know” the story of Evian water through its benefits without someone telling me their story.

Incidentally, to demonstrate the power of branding, Evian routinely sells for more per ounce than beer or milk.

You can tell your company’s story by describing what it is your brand DOES for the customer. Start with the functional benefit. Then add to your story with emotional, and, if possible, social benefits. Every brand has functional benefits, but emotional and social benefits are the heart of the “plot” in your story, and will take deep root within your customers.

The lesson? Connect with your customers emotionally through storytelling, and your brand will be strengthened.

So go beyond the obvious “here’s what my company offers” description of your business. Why should your brand matter to your target market? What functional benefits does your company’s product or service offer? What emotional benefits does your company’s product or service offer? What social benefits does your company’s product or service offer? Once you have your “plot outline,” you can build on your vision and mission statements and discover your brand’s story.

Now, get out there and tell your story through your marketing and communications. “Once upon a time...”

Storytelling can also help employees deliver the brand promise.

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