Through your brand, you give your customers something to hold on to. You bring them into your story and, by association, make your company a whole lot more interesting in their eyes. Jonathan Fields had a great post yesterday about business, branding and the art of storytelling that I think intersects really well here. I’d encourage you to give it a read. We’re seeing more and more businesses adopt this storytelling approach to marketing. And they’re doing it because it’s incredibly impactful. People want to do business with companies they have a relationship with. When you engage them in your story, you make them invested in what you offer.
