Why Storytelling Is the Secret to a Brand’s Longevity (with Hero’s Journey Framework)
Ever wondered why some brands have this pull on you, like they get you? Let’s discuss their secret sauce, and it’s rarely about having the flashiest tactics or the most standout visuals. They owe it to storytelling. Incorporating such from their branding and marketing gives way to one of the most important ingredients in audience retention – resonance.
DO YOU UTILIZE STORYTELLING?
A story that is real. A story bearing the patches of lessons you have woven as you go through life.
If you are building a brand that is rooted in purpose, your story isn’t just a backdrop or an ornament to add later on. It should be the heartbeat of your message. It is one of the most powerful tools you have for building meaningful connections.
It might seem cliché, but people have an innate desire to connect with others. While it’s essential to communicate the benefits, features, and outcomes of what you offer, this can sometimes feel impersonal. At the heart of it all, what truly resonates with people is how you make them feel.
Storytelling brings emotional depth to your message, reminding your audience that you understand their journey because you've experienced it too. It’s this sense of shared struggle and triumph that fosters genuine connection and trust.
The Power of Storytelling
How the Concept of Hero’s Journey Can Shape Your Content
If you're inspired to include storytelling in your life but don’t know where to start, that’s perfectly fine. Think of your life as a film or novel. Here’s a classic storytelling structure to help share your (or your client’s) transformation:
1. The Ordinary World: The initial setting where an individual begins their journey before any significant change.
Example: Hello, I’m France. I used to be a video editor for a broadcasting company in the Philippines. Traveling has been my go-to escape from the hustle, but I never thought that one trip could change my entire perspective about life and my approach to success.
2. The Call to Adventure: A moment prompting the desire for transformation, signaling the need for change.
Example: I traveled to Bali back in 2017. It was my first international flight (as promised to myself), and staying for two weeks on the island introduced me to a new way of living. That’s when I started questioning my version of success. From then on, I knew that being in the corporate world did not align with me.
3. Resistance: The natural doubts and fears associated with change, highlighting internal struggles.
Example: However, it came with metal and emotional turmoil. I doubted my capabilities to thrive outside my comfort zone. I don’t have a lot of savings, and my parents are too old to catch me in case I crash my whole career. I felt stuck, but I needed to secure my footing first. I was not born with a silver spoon. I can’t quit easily.
4. The Mentor/Guide: Seeking external support for insights and encouragement, vital for direction.
Example: My solution was to upgrade my skills while working 9-5. I took certifications for Digital Marketing, Search Engine Optimization, and Social Media Marketing. By 2019, I was already booking clients as a marketing assistant to save more money. That lasted until 2023.
5. Taking the Leap: Making the conscious decision to embrace the unknown despite fear.
Example: Now that I’m turning 34, I decided to finally quit my job and pursue my lifelong passion for writing. I felt that I could no longer live on autopilot. I wanted to do something meaningful for myself, even if that includes sacrificing my comfort momentarily.
6. Challenges & Growth: Facing obstacles that illustrate the messy yet liberating aspects of personal growth.
Example: Starting my business was putting on the big girl pants. There’s no HR to take care of my government benefits or accountants to calculate my taxes. I felt like a fresh graduate running errands for job applications. Only now that I’m also the company’s head. My responsibilities tripled, and yet, I don’t feel burdened.
7. The Return: Reflecting on the individual's evolution, lessons learned, and how they can inspire others.
Example: In hindsight, I’ve proven that being true to yourself can lead you to greener pastures. And I’m not talking about finances alone. We are all entitled to create our versions of it. I’m confident to say that I achieved mine. I can now permit myself to rest without guilt, to pick who I want to work with, and to speak my truth.
This framework empowers you to craft authentic origin stories and client success narratives, emphasizing honesty over embellishments. It encourages the creation of genuine and relatable accounts that deeply resonate with your audience.
Why Your Founder Story Matters
Your story is a powerful tool that provides your audience with the essential context they need. It clearly articulates the values that underpin your work and reveals the human being behind the brand.
You don’t have to overshare or seek sympathy, but I advise sharing what makes you, you. When people understand your “why,” it cultivates a profound level of trust. Trust is the catalyst that propels people to take action from point A to Z.
Emotion Creates Connection—and Connection Creates High Value Clients
People don't make purchases based on logic alone; they buy when they feel a deep connection with a brand. It happens when your story sparks something in them, when they sense that you understand their frustrations, and when you embody the person they want to be. Establishing an emotional connection is what makes you and your offers 10X more desirable.
WORK WITH ME
WORK WITH ME
Ready to Tell Your Story,
But Not Sure Where to Start?
If you believe your story matters but find it challenging to express through words, know that you’re not alone in this journey. I’m here to support female founders like you who want to share their stories. Let’s bring your unique story to life together.