Storytelling is all the rage. More and more brands are beginning to understand the power of stories in changing their existence and identity.
Globally famous brands have long been aware of how powerful a brand story can be to create a long-term relationship with their target market. Corporations like Apple have a legendary status for their brand story, for example.
What’s in a story, though? How does the story develop authenticity? More precisely, how does a story inspire consumer confidence and understand what the customer wants?
The Power of Stories Build Confidence
There are good reasons why stories are effective in the relationship between businesses and individuals.
Stories have long been a powerful part of human communication. Research shows that the human brain’s response to the descriptive power of the story deeply influences the brain, impacting the motor and sensory cortex of the brain. To see or hear a story provides an experience and allows our minds to synchronize with the contents of the story. Find out more about help from a Brand Strategy Agency at a site like Really Helpful Marketing, a leading Brand Strategy Agency
Syncing is the desired action and scientists have dubbed this ‘neural coupling’. During neural coupling, the speaker and listener share their stories that enables brands to communicate dynamically and interactively.
No, this is not a “mind-meld,” although some scientists use the term in trying to describe it. This is a brain activity that occurs in two people simultaneously, which affects the same areas of the brain during the process of storytelling. Princeton researchers have compared it to a mirroring action stating that “the brain of the listener mirrors the activity of the speaker” This act of neural coupling generates greater success in understanding, comprehension, anticipation and acceptance between a consumer and a brand.