Use Storytelling to Increase Brand Favorability
Refining your storytelling skills can be a game-changer—whether you’re looking to rally support for your organization, inspire others to embrace your ideas, or build enthusiasm for your vision.
Research from the Harvard Business Review article Why Your Brain Loves Good Storytelling highlights the power of stories to trigger the release of oxytocin. This neurochemical fosters trust and social bonding. Their study found that character-driven narratives consistently produce oxytocin, directly influencing people’s willingness to help others (a.k.a. donating to a charity or supporting a cause).
Humans understand the world in two key ways: through analysis and narrative. Analysis relies on critical reasoning. Narrative, on the other hand, uses story and emotion to shape how we feel. To motivate action, we must help people understand a problem and imagine what’s possible.
Building on the science of storytelling, developing a straightforward process to craft stories that resonate and inspire action is essential. Here’s how we approach this work:
Create a story structure: Develop a clear and focused framework to organize your narrative and ensure it delivers maximum impact.
Understand your audience: Identify who you’re speaking to, their needs, and how your story connects with their values and aspirations.
Align your tone and messaging: Ensure your story reflects your organization’s identity, creating consistency and building trust with your audience.
Using this approach and working with research firm GrowProgress, we found that our narrative storytelling increased our client's Brand Favorability by +39%.
Humans have been telling stories for as long as we’ve existed, passing down lessons, values, and experiences through generations. Over time, countless classic story arcs have emerged, yet at their core, all great stories revolve around a simple truth: intention vs. obstacle. Whether it’s the hero striving to achieve a goal or a community overcoming adversity, this timeless tension lies at the heart of every compelling narrative.
Here’s a breakdown of how this dynamic plays out in a classic story structure.
Setting the Stage: Introduce the story, establish the world, and orient the audience to the key players and context. Spark curiosity by presenting an intriguing puzzle or challenge.
The First Challenge: An initial incident disrupts the status quo, revealing a larger problem and obstacles that stand in the way.
The Hero Takes Action: The protagonist is compelled to solve the problem, making their first attempt to address the challenge.
A Glimmer of Hope: Progress seems possible, raising the probability of resolution and encouraging the audience to invest in the outcome.
New Elements Add Complexity: New characters, subplots, or revelations emerge, deepening the stakes and expanding the story.
Tension Builds: The main conflict is reframed, leading to a calm before the storm as the audience braces for what’s to come.
High Stakes and Crisis: The tension reaches a breaking point with escalating challenges, a frenzied pace, and an "all is lost" moment.
The Turning Point: A major twist triggers the final solution, resolving the tension and delivering a satisfying conclusion.
Great stories don’t just entertain—they resonate, inspire, and move people to act. By understanding and applying these timeless elements of story structure, you can craft narratives that leave a lasting impact on your audience.