There’s an Art to Telling Your Brand’s Story: 4 Ways to Get It Right

Storytelling as it applies to business isn't about spinning a yarn or fairy tale. Rather, it's about how your products or services exist in the world. It's who you are and what you do for others--how you add value to people's lives, ease their troubles, meet their needs. A compelling brand story gives your audience a way to connect with you, one person to another, and to view your business as what it is: a living, breathing entity run by real people offering real value.
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Multiple Personality Disorder: A Study of Brand Archetypes

Brand archetypes allow you tell your brand story in a way that speak to your customer’s primary motivations; drive engagement and sales. It is the subliminal messages contained in your brand story that appeals to your customers. And once your customers align with your brand’s archetype, it is easy for them to trust your brand’s message; and thus build lasting brand/customer relationship.
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