There are fewer things more important to your business today than building a strong brand and creating and enforcing brand awareness. And any means that can help you do that will be welcomed by business owners, marketers, and  brand managers, moreover, if it is perhaps the oldest form of communication–storytelling.

With so many choices out there for consumers, it is for them to pick and choose who they want to be loyal to, what they want to buy, and what to stick with for the time to come, and even be resistant to communications from other similar products. [highlight color=”orange”]What does it means for your business?[/highlight]This means you need to create an identity for your business that is going to help you stand out from the rest. One of the most effective ways for you to build brand awareness is through the act of storytelling. It helps you engage your existing and potential customers.

But creating a story needs some practice. It is not like your standard presentation. Only form that come close to storytelling is product advertisements, though not all of them. There is a bit of process involved if you have never done it before and you will want to learn how to build brand awareness through storytelling to help your business succeed.

Why Story?

Owen Flanagan of Duke University, a leading consciousness researcher, writes that “Evidence strongly suggests that humans in all cultures come to cast their own identity in some sort of narrative form. We are inveterate storytellers.”

Storytelling was probably one of the earliest forms of entertainment. As noted by Owen Flanagan, narrative may also refer to psychological processes in self-identity, memory and meaning-making.


Stories are generally considered to be the backbone of any society. There is a reason story as an unit (and as a medium) has weathered thousands of years, and still hold great cultural meaning. These stories are at the root of belief systems and the way people think. In fact, as Sarah-Jane “SJ” Murray convinced her audience at TEDxSanAntonio, we are Hardwired for story:

In the above video, she said referring to some reliable scientific researches,

“our brains process stories like nothing else. That’s because stories tap into our faculties of memory and emotion. We carry stories with us and within us. When it comes to engaging culture, Why trumps What, and story always trumps fact. Dressed in story, ideas are welcome at every hearth, every dinner table, and every bedside.”

You’d want to take a similar approach when you are establishing a story for your brand. You’d want your brand to be thought of as a brand which people should value and cherish. You can achieve this this through telling stories around your brand. You want to find out what the core value of your brand is, and how it is related to needs and wants of your customers. Once you get this information, you can begin to narrate your tale emphatically, which will help you build a very strong bond with your customers.

It is through the use of these stories that you can easily establish a connection with current and potential customers. They will begin to associate the values and ideas you will narrate in your story with the brand you are promoting. This will create an automatic response, which means when they’ll think of the associated values,  your brand will immediately  come to your customers’ mind. This can help you vastly improve your brand recognition and purchase decision, since they already have a clear association with the brand.

Learning to build brand awareness through storytelling can be a great asset for your business. [highlight color=”orange”] You must watch this space if you wish to learn more about storytelling and brand building. [/highlight] You can even subscribe to our 9-days free course on branded storytelling. Subscribe now to get our free 9 days Storytelling course in your email!