You can also view the transcript below:

We live in a society surrounded by stories. From the red carpet of Hollywood to prime time news television, there is always a story. We seek for opportunities to connect with various characters found within these stories. These connections stir within us various emotions such as adventure, hope, fear and faith.

Stories show their true power when they are personable. The greater the connection between the story and the viewer, the stronger the reaction. We as a people hunger for these opportunities to connect; it gives us a sense of purpose and fulfillment.

You’ve probably asked yourself, “Where do I create stories within my brand?” The answer- Stories are found throughout your entire brand and business. To start, you simply need to have your customer in mind while asking these four questions.

What’s My Purpose?

Your purpose is directly tied to your company’s mission. It is also linked with the strategy, mission and vision of your business, producing the framework of your brand’s story.  It is important that this framework is strong and clear for both your business and its followers. Having any type of flaw within the structure will produce weak points, which hinder your story’s influential power.

What’s My History?

It does not matter what type of business you are, people want to know your history! Take a look at your products and services, where and who did they originate from? Was there just one founder of your company? Was there a monumental event that changed your business? How did your business get to where it is today? All these questions produce stories where your followers can engage and connect with you. By sharing with your clients your past you’re providing a window to the future.

Who’s My Audience?

One of the most important places to find stories is to look at your audience. When telling these types of stories always use your client as the main character. Your brand should always be the supporting character. Any story that has a client narrative will create a brand culture that everyone wants to be apart of.   Review some of your last interactions with your clientele. Is there a particular client that you’ve recently worked with that produced an empowering moment? You’re ideal clients make the best stories. Their strong example will influence your potential clients giving your company a loyal client audience.

Who Are My Characters?

Begin by identifying the key supporting characters within your company, managers, employees and co-owners. Once they’ve been identified do everything in your power to get to know these characters. Start by having a simple interview. Ask them for personal stories and insights. Their experience will give a fresh voice and comfortable setting to your stories.

Client narratives have the largest long-term impact on brands. The customer should be the main character, with your company serving as the supporting character that offers tools to help them create successful resolutions A story delves into a customer’s personal will leave a long-term impression on your viewers.