Good news! You don’t have to be an accomplished writer or novelist in order to be a great storyteller. However, you do need to learn the main factors that go into creating an engaging brand story.

There are several things to consider when crafting an engaging story. First and foremost, you need to realize that people have always been psychologically wired to enjoy stories, especially if they can personally relate with the message. From a marketing perspective the opportunity Lies in identifying the target audience’s emotional trigger. As we all know, emotions can range from intense joy to deep anger so selecting the right trigger can be tricky. Focusing on the target audience’s pain point is a very common emotional trigger to use in a message. Keep in mind: A pain point refers to a problem, conflict, fear, need, or issue that a potential buyer is currently experiencing.

All good stories, whether it’s fiction or non-fiction, include either a monster, a villain or a problem, in order to hook the attention of the audience. In the case of a brand story, once the pain point is introduced then the narrative can share the way(s) to solve the problem. It’s important to note that the goal of any brand story is to eventually deliver a happy ending. Sharing the solution in your stories leads to earning your audience’s respect and trust.

A primary goal of brand storytelling is to develop a deeper connection with the audience. Maintaining these strong connections helps to continue to build the storyteller’s role as a trusted adviser. Once you’ve achieved this level of respect and authority then you’ve set the stage to earn your audience’s business.

It’s just a matter of continuing to share engaging content that your prospects, leads, and customers find valuable.

If you found value in this blog or would like to know more about A+H's Brand Storytelling, we invite you to contact us at