Right from the Horse's Mouth

Stories grasp attention. They quickly capture the interest of the audience and convey a message with ease. They become all the more interesting when they come directly from the person whose story is being told. Doesn't it? The kind of emotions and drama the storyteller weaves into the story. makes it all the more fascinating.

When you are trying to create a brand image and build on it, you need to tell people about it. The more information you provide to people about the work you do, the more they will come to know about it. 

The way in which you extend this information to your audience is also important. I have often observed brands and companies trying to reach out to their target audience using numbers and statistics. But how many of those numbers really touch the people. After all, buying is as much an emotional process as it is a logical (decision-making) process. The decision making part comes after you have touched the chord, right?

What is basically required to connect to people is a more emotional approach to the entire marketing and branding effort. Connecting to the end user, your buyer persona. 

Consider this: 

A company that sells space-saving gardening solutions approaches their target audience in these two ways.

• Our space -saving gardening solutions work efficiently using only 200 ml water and 2 hours of sunlight, every 4 days.
• Want to have your own kitchen garden but cannot have one because of space constraints? We will help you build your own kitchen garden, from scratch, in less than a square foot. You can have as many as 10 plants in that space.

In the first option you are giving some pretty interesting and relevant facts about your product. They are impressive details that might give the prospect the final push to buy the product. However, the second option catches the attention of the prospect. It talks to them about a pain point which might have been dormant till now, but now it is an actual problem that they perceive. It then gives a solution to resolve that pain point. And finally, the most important part of the ad is that it talks to the audience in second person:  

"Want to have your own kitchen garden but cannot have one because of space constraints? We will help you build your own kitchen garden, from scratch, in less than a square foot. You can have as many as 10 plants in that space."

This is an approach most effective in the storytelling way of communicating with your target audience. Your prospects want to hear from you. For them, you are the brand, the one with expertise and that counts for a lot. Talk to your customers, connect with them with wonderfully structured stories and make that space in their minds as the brand that understands them.