And the fact is that my Caty, as I called her, was a woman who, since she was a child, had been educated in those chores that, it was considered, were essential for any good wife. She cooked a pipián mole that anyone loved and even the handmade tortillas were delicious.
Audiences love stories
Surely you are wondering why I start this article telling these simple stories about my grandmother Catalina. Well, it turns out that storytelling has become an essential tool for brands to engage audiences, inspire them, and provide positive experiences that help communicate mission and values, and build relationships of trust.
According to neuroscience, our brains feed on storytelling; and we are programmed both to hear them and to tell them. Therefore, they represent a creative and effective way of communicating the essence of the brand.
In today’s marketing, storytelling is absolutely essential if we want to sell a product or service, since it is a tactic inbound that allows our potential clients to find us in the right place at the right time -just when they need us-.
Perhaps the most effective storytelling It lies in the fact that the brand is not the protagonist, that is, they are not stories that praise it, as happens in many other marketing tactics; rather, they are focused on the audience and how the brand can help them face their challenges and resolve their concerns.
Where to find brand stories
Although much is said about brand storytelling and its benefits, some companies do not want to bet on this tactic. An argument that, in my experience, prevents them from leveraging it, is that they consider their brands do not have attractive stories to tell. But I am convinced that all of them, whatever their industry, have interesting stories that deserve to be heard. We just need to explore to find them.
Honestly, I didn’t think there were so many stories I could tell about my Caty, until the last time I visited the house where she lived and chatted with Doña Mercedes. Then I realized that there is so much I can say about her. I just had to dig a little to find events and situations that, although everyday, say a lot about my grandmother and those who knew her.
For example, my grandmother was an important figure in my life, both personally and professionally. My life would not have been the same without her. Ask yourself how your brand has changed the lives of those around it, that is, internal collaborators, customers, partners, investors and even society. There are many stories to tell there.
You can also explore in the mission for which the company was created. My Caty, for example, was educated to be an “exemplary wife” for her time, that’s why she learned many crafts that, later, served her to help other women to be independent and have additional support for their families. .
