Brands & Stories
Everyone likes a good story, and we are naturally drawn to them. The link between memory and stories is tightly woven; this is not just a popular opinion but a scientific fact. Neuroscientists have discovered that storytelling releases chemicals in our brain. These chemicals include dopamine, oxytocin, and endorphins, which have a strong link to brand sales. The irony is that I will lose your attention if I explain how dopamine increases your focus, oxytocin creates trust, and endorphins relaxes. In a nut-shell, you become less critical of your buying choices.
So brands with a good story are memorable, but what is a brand story? Is it the about us page of their website and Facebook profiles? The products or services you offer? An over-simplified answer would be that a brand story is a mix of facts, feelings, and interpretations. Let’s demonstrate this with a story, shall we?
The outspoken Gary Vaynerchuck (https://www.facebook.com/gary/) explains how paying close attention to your customers convert to great stories. Your brand in one giant story book, with little stories like these demonstrating your actual values.
Understanding human mind is an essential marketing requirement. Because it boils down to one core thing: emotional investment. The more emotionally invested you are with anything in your life, the less critical and the less objectively observant your customers become while buying your product.