{"id":11863,"date":"2022-12-06T06:38:22","date_gmt":"2022-12-06T14:38:22","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=11863"},"modified":"2025-10-07T12:03:01","modified_gmt":"2025-10-07T20:03:01","slug":"how-to-effectively-tell-your-brands-story","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/how-to-effectively-tell-your-brands-story\/","title":{"rendered":"How to Effectively Tell Your Brand\u2019s Story"},"content":{"rendered":"\n<p class=\"has-drop-cap\">Almost every time I facilitate a small group leadership discussion, I ask the team to share some of their story. Predictably, half the group jumps at the opportunity to transparently relay \u201cwho\u201d they are and the \u201cstory\u201d that informs their lives. It is one of the most powerful moments of any gathering because our story is the truth of where we\u2019ve been and often the spark of our motivations. Our personal narrative is the essence of who we are and the impetus for how we engage with others.<\/p>\n\n\n\n<p>We all have a story. It explains our past and inspires our future; it is, was, and will always be essential to who we become. As Harvard\u2019s Dr. Howard Gardner says, \u201cstories constitute the single most powerful weapon in a leader\u2019s arsenal.\u201d<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_1');\" onkeypress=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_1');\" ><sup id=\"footnote_plugin_tooltip_11863_1_1\" class=\"footnote_plugin_tooltip_text\">1<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11863_1_1\" class=\"footnote_tooltip\"> Dr. Howard Gardner quote, Howard Gardner, cited in: Richard L. Daft (2014), The Leadership Experience, p. 273 <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11863_1_1').tooltip({ tip: '#footnote_plugin_tooltip_text_11863_1_1', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> Research suggests we almost exclusively operate within a \u2018story mindset.\u2019 Leaders who are not afraid to enter someone else\u2019s story understand the power of empathy. But leaders who are not afraid to share their own story understand the power of vulnerability. The future belongs to the storytellers.<\/p>\n\n\n\n<p>One of the best predictors of professional success isn&#8217;t likeability, attention to detail, or even industry expertise, but how one authentically tells a story. Most people in sales and marketing work with facts, details, and stats. In doing so, they overwhelm their customers with the weight of information, and it is forgotten as quickly as it is received. Researchers Dan &amp; Chip Heath found after a presentation 63% of attendees remembered stories, while only 5% remembered statistics.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_2');\" onkeypress=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_2');\" ><sup id=\"footnote_plugin_tooltip_11863_1_2\" class=\"footnote_plugin_tooltip_text\">2<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11863_1_2\" class=\"footnote_tooltip\"> Dan and Chip Heath, <em>Made to Stick <\/em>(Random House, 2007) <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11863_1_2').tooltip({ tip: '#footnote_plugin_tooltip_text_11863_1_2', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script>&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Stories move us \u2013 but why?&nbsp;<\/p>\n\n\n\n<p>\u201cStories create community, enable us to see through the eyes of other people, and open us to the claims of others,&#8221;<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_3');\" onkeypress=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_3');\" ><sup id=\"footnote_plugin_tooltip_11863_1_3\" class=\"footnote_plugin_tooltip_text\">3<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11863_1_3\" class=\"footnote_tooltip\"> Peter Forbes quote, <a href=\"https:\/\/www.chelseagreen.com\/writer\/peter-forbes\/\"><span class=\"footnote_url_wrap\">https:\/\/www.chelseagreen.com\/writer\/peter-forbes\/<\/span><\/a> <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11863_1_3').tooltip({ tip: '#footnote_plugin_tooltip_text_11863_1_3', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> says Peter Forbes, photographer and author. When emotions get too complicated, it is time to rely on a story to simplify the moment. Jimmy Neil Smith, Director of the International Storytelling Center, points out that \u201cWe are all storytellers. We all live in a network of stories. There isn\u2019t a stronger connection between people than storytelling.\u201d<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_4');\" onkeypress=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_4');\" ><sup id=\"footnote_plugin_tooltip_11863_1_4\" class=\"footnote_plugin_tooltip_text\">4<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11863_1_4\" class=\"footnote_tooltip\"> Jimmy Neil Smith quote, <a href=\"https:\/\/www.ethos3.com\/2017\/12\/21-amazing-quotes-about-storytelling\/\"><span class=\"footnote_url_wrap\">https:\/\/www.ethos3.com\/2017\/12\/21-amazing-quotes-about-storytelling\/<\/span><\/a> <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11863_1_4').tooltip({ tip: '#footnote_plugin_tooltip_text_11863_1_4', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> People with a story can\u2019t be ignored.<\/p>\n\n\n\n<p>The pioneering work of neuro-economics leader Paul Zak has uncovered that storytelling triggers the release of Oxytocin, which encourages empathy in the receiver of the story. This release is what researchers refer to as the \u201ctrust hormone,\u201d a chemical that encourages empathy.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_5');\" onkeypress=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_5');\" ><sup id=\"footnote_plugin_tooltip_11863_1_5\" class=\"footnote_plugin_tooltip_text\">5<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11863_1_5\" class=\"footnote_tooltip\"> Paul Zak, <em>This is Your Brain on Storytelling: The Chemistry of Modern Communication, <\/em>Forbes, &nbsp;<a href=\"https:\/\/www.forbes.com\/sites\/giovannirodriguez\/2017\/07\/21\/this-is-your-brain-on-storytelling-the-chemistry-of-modern-communication\/#2df0760ac865\"><span class=\"footnote_url_wrap\">https:\/\/www.forbes.com\/sites\/giovannirodriguez\/2017\/07\/21\/this-is-your-brain-on-storytelling-the-chemistry-of-modern-communication\/#2df0760ac865<\/span><\/a> <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11863_1_5').tooltip({ tip: '#footnote_plugin_tooltip_text_11863_1_5', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p>We prefer pictures and relate to stories, not facts. Ironically, facts are oftentimes debatable, but stories allow us to connect with reality. We process visuals 60,000x faster than text.<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_6');\" onkeypress=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_6');\" ><sup id=\"footnote_plugin_tooltip_11863_1_6\" class=\"footnote_plugin_tooltip_text\">6<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11863_1_6\" class=\"footnote_tooltip\"> Harris Eisenberg, <em>Humans Process Visual Data Better<\/em>, Sept 2014<\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11863_1_6').tooltip({ tip: '#footnote_plugin_tooltip_text_11863_1_6', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script> A good story speaks to our intellect, our emotions, and basic psychology.<\/p>\n\n\n\n<p>Business is about relationships. It is about storytelling and connecting my story to yours. So how do we all utilize stories in our professional life? Two ideas to consider:<\/p>\n\n\n\n<p>Share pain. Do you have the courage to open a discussion sharing how you and your team have failed? This includes the missteps, the confusion, and the frustrations you have encountered. This is much more believable, authentic, and human. If you have finally uncovered an idea worth discussing with your customer, it was more than likely birthed out of quite a lot of pain. Why not share the whole story, not just the boring sanitized version? Now that is a story worth listening to and remembering.<\/p>\n\n\n\n<p>What if? What if all of us are missing something that is right before us? What if, with one decision, we could double our sales, improve customer loyalty, and reduce complexity within our lives? What if we could transform a current partnership with one decision?<\/p>\n\n\n\n<p>Effective storytelling often begins with a question. The right question opens the door for co-creation with your customers and leads you into the future. Stories are journeys, and they often begin by questioning something. A thoughtful, disruptive \u201cwhat if?\u201d question sets the stage for a compelling story. It opens the audience to discover.<\/p>\n\n\n\n<p>The best organizations are not afraid of telling stories. As J.R.R. Tolkien shared in a letter to his son, \u201cA story must be told or there&#8217;ll be no story, yet it is the untold stories that are most moving.\u201d<span class=\"footnote_referrer\"><a role=\"button\" tabindex=\"0\" onclick=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_7');\" onkeypress=\"footnote_moveToReference_11863_1('footnote_plugin_reference_11863_1_7');\" ><sup id=\"footnote_plugin_tooltip_11863_1_7\" class=\"footnote_plugin_tooltip_text\">7<\/sup><\/a><span id=\"footnote_plugin_tooltip_text_11863_1_7\" class=\"footnote_tooltip\"> Letter to his son Christopher (30 January 1945) \u2014 in The Letters of J.R.R. Tolkien (1981), p. 110 &#8211; The Letters of J. R. R. Tolkien (1981) <\/span><\/span><script type=\"text\/javascript\"> jQuery('#footnote_plugin_tooltip_11863_1_7').tooltip({ tip: '#footnote_plugin_tooltip_text_11863_1_7', tipClass: 'footnote_tooltip', effect: 'fade', predelay: 0, fadeInSpeed: 200, delay: 400, fadeOutSpeed: 200, position: 'top right', relative: true, offset: [10, 10], });<\/script><\/p>\n\n\n\n<p>Quit dumping lots of data and tell your untold story. Transport them and take them on a journey.<\/p>\n\n\n\n<p><em>Buyers want to know your brand story, <\/em><a href=\"https:\/\/help.rangeme.com\/hc\/en-us\/articles\/231874348-Brand-Page-Profile-Tell-Your-Story-\" target=\"_blank\" rel=\"noreferrer noopener\"><em>add your brand story<\/em><\/a><em> to your RangeMe profile.&nbsp;<\/em><\/p>\n\n\n\n<p>Editor&#8217;s note: This column is an excerpt from Dan Mack&#8217;s second book, Look Closer: Ideas on Reexamining and Eliminating Personal, Relational, and Organizational Blind Spots is an EQ blueprint to help leaders rethink how they personally and professionally engage the world. You can find the book <a href=\"https:\/\/www.amazon.com\/Look-Closer-Reexamining-Eliminating-Organizational\/dp\/164225536X\/ref=sr_1_1?crid=3MF097WEEGGVO&amp;keywords=dan+mack+look+closer&amp;qid=1669647372&amp;sprefix=dan+mack%2Caps%2C95&amp;sr=8-1\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/p>\n<div class=\"speaker-mute footnotes_reference_container\"> <div class=\"footnote_container_prepare\"><p><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_label pointer\" onclick=\"footnote_expand_collapse_reference_container_11863_1();\">&#x202F;<\/span><span role=\"button\" tabindex=\"0\" class=\"footnote_reference_container_collapse_button\" style=\"\" onclick=\"footnote_expand_collapse_reference_container_11863_1();\">[<a id=\"footnote_reference_container_collapse_button_11863_1\">+<\/a>]<\/span><\/p><\/div> <div id=\"footnote_references_container_11863_1\" style=\"display: none;\"><table class=\"footnotes_table footnote-reference-container\"><caption class=\"accessibility\">References<\/caption> <tbody> \r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11863_1('footnote_plugin_tooltip_11863_1_1');\"><a id=\"footnote_plugin_reference_11863_1_1\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>1<\/a><\/th> <td class=\"footnote_plugin_text\"> Dr. Howard Gardner quote, Howard Gardner, cited in: Richard L. Daft (2014), The Leadership Experience, p. 273 <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11863_1('footnote_plugin_tooltip_11863_1_2');\"><a id=\"footnote_plugin_reference_11863_1_2\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>2<\/a><\/th> <td class=\"footnote_plugin_text\"> Dan and Chip Heath, <em>Made to Stick <\/em>(Random House, 2007) <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11863_1('footnote_plugin_tooltip_11863_1_3');\"><a id=\"footnote_plugin_reference_11863_1_3\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>3<\/a><\/th> <td class=\"footnote_plugin_text\"> Peter Forbes quote, <a href=\"https:\/\/www.chelseagreen.com\/writer\/peter-forbes\/\"><span class=\"footnote_url_wrap\">https:\/\/www.chelseagreen.com\/writer\/peter-forbes\/<\/span><\/a> <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11863_1('footnote_plugin_tooltip_11863_1_4');\"><a id=\"footnote_plugin_reference_11863_1_4\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>4<\/a><\/th> <td class=\"footnote_plugin_text\"> Jimmy Neil Smith quote, <a href=\"https:\/\/www.ethos3.com\/2017\/12\/21-amazing-quotes-about-storytelling\/\"><span class=\"footnote_url_wrap\">https:\/\/www.ethos3.com\/2017\/12\/21-amazing-quotes-about-storytelling\/<\/span><\/a> <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11863_1('footnote_plugin_tooltip_11863_1_5');\"><a id=\"footnote_plugin_reference_11863_1_5\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>5<\/a><\/th> <td class=\"footnote_plugin_text\"> Paul Zak, <em>This is Your Brain on Storytelling: The Chemistry of Modern Communication, <\/em>Forbes, &nbsp;<a href=\"https:\/\/www.forbes.com\/sites\/giovannirodriguez\/2017\/07\/21\/this-is-your-brain-on-storytelling-the-chemistry-of-modern-communication\/#2df0760ac865\"><span class=\"footnote_url_wrap\">https:\/\/www.forbes.com\/sites\/giovannirodriguez\/2017\/07\/21\/this-is-your-brain-on-storytelling-the-chemistry-of-modern-communication\/#2df0760ac865<\/span><\/a> <\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11863_1('footnote_plugin_tooltip_11863_1_6');\"><a id=\"footnote_plugin_reference_11863_1_6\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>6<\/a><\/th> <td class=\"footnote_plugin_text\"> Harris Eisenberg, <em>Humans Process Visual Data Better<\/em>, Sept 2014<\/td><\/tr>\r\n\r\n<tr class=\"footnotes_plugin_reference_row\"> <th scope=\"row\" class=\"footnote_plugin_index_combi pointer\"  onclick=\"footnote_moveToAnchor_11863_1('footnote_plugin_tooltip_11863_1_7');\"><a id=\"footnote_plugin_reference_11863_1_7\" class=\"footnote_backlink\"><span class=\"footnote_index_arrow\">&#8593;<\/span>7<\/a><\/th> <td class=\"footnote_plugin_text\"> Letter to his son Christopher (30 January 1945) \u2014 in The Letters of J.R.R. Tolkien (1981), p. 110 &#8211; The Letters of J. R. R. Tolkien (1981) <\/td><\/tr>\r\n\r\n <\/tbody> <\/table> <\/div><\/div><script type=\"text\/javascript\"> function footnote_expand_reference_container_11863_1() { jQuery('#footnote_references_container_11863_1').show(); jQuery('#footnote_reference_container_collapse_button_11863_1').text('\u2212'); } function footnote_collapse_reference_container_11863_1() { jQuery('#footnote_references_container_11863_1').hide(); jQuery('#footnote_reference_container_collapse_button_11863_1').text('+'); } function footnote_expand_collapse_reference_container_11863_1() { if (jQuery('#footnote_references_container_11863_1').is(':hidden')) { footnote_expand_reference_container_11863_1(); } else { footnote_collapse_reference_container_11863_1(); } } function footnote_moveToReference_11863_1(p_str_TargetID) { footnote_expand_reference_container_11863_1(); var l_obj_Target = jQuery('#' + p_str_TargetID); if (l_obj_Target.length) { jQuery( 'html, body' ).delay( 0 ); jQuery('html, body').animate({ scrollTop: l_obj_Target.offset().top - 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