The keystone of building your brand is telling your story. The greatest successes and creations in human history owe their existence to a powerful story, and the greatest idea or product is almost worthless without one.

“As humans we are the product of the stories we tell ourselves – we are fundamentally narrative beings” – Dallas McMillan

Creating the right narrative for your brand is essential – in fact focusing on the story with everything you do is critical. What people care about is people – what happens to them, what motivates them and why they do what they do.

They want to know why you started that company, chose that design, decided offer that service. They want to know how you found your way to where you are and why you believe in what you are telling them. Above all they want to know why other people buy or use your product or listen to what you have to say. A compelling narrative is far more effective at attracting a passionate audience than a list of benefits or a sales pitch can ever be.

Brands as archetypes

The best brands tie into deep human archetypes – a great way to think of this is in the recurring themes across cultures and history.

A familiar example is the hero myth – familiar to many of us via the Star Wars movie franchise.

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