The essential brand persona: storytelling and branding

Storytelling is a well known and ancient art form. Fascinating and compelling characters have animated literature around the world from the beginning of the written word. Today, scientific research has laid the foundations for a sound empirical understanding of storytelling as a clear aid to memory, as a means of making sense of the world, as a way to make and strengthen emotional connections, and as way of recognizing and identifying with brands of any type. Whether you are dealing with product brands or company brands, storytelling is essential to successful branding, since your brand is the sum of all your corporate behaviors and communications that inform your customers’ experiences with your product or company.