Better Brand Storytelling: To Stand Out, Tell The Human Story

"Hearing stories triggers hormones like oxytocin (associated with attachment and trust), which helps us attach importance to the lessons behind the stories and make the lessons sticky. At one time, storytelling was key to survival. After all, the cavemen (and women) who listened to the cautionary tales about not straying far from the campfire at night were the ones who dodged the saber-toothed tigers and lived to pass along their genes."

"Simply put, the companies that tell the best stories about themselves do better than those that don't. Much of public relations is publicizing corporate accomplishments: a new hire or acquisition, a record year in earnings, the awarding of a patent or the launch of a product. The problem is that most people who don't work for the company don't care a great deal about that news."

"Stories can build that connection if they're meaningful and well told. And stories about people, not companies or products, are the most effective at this. Because most PR work is done on behalf of corporations or organizations, it can be easy to lose sight of the individuals affected. It's important not to do that."

Storytelling is fundamental to human learning and survival, engaging audiences through neurochemical responses like oxytocin release that build trust and attachment. While companies typically focus on publicizing accomplishments—new hires, acquisitions, earnings records, patents, and product launches—this approach fails to create meaningful connections with audiences. Most people outside the organization lack interest in corporate announcements unless directly affected. Effective corporate communication requires shifting focus from company-centric news to people-centered stories that resonate emotionally. Stories about individuals, rather than organizations or products, prove most effective at building genuine connections between companies and their audiences.

Read at Forbes