What Makes a Great Story-Best Practices for Brand Storytelling with Miri Rodriguez


Any brand can tell a story, but what makes a story into a deep connection with an audience that builds longevity for brand loyalty? 

The Scoop caught some time with Miri Rodriguez, Author, and storyteller, to get some expert tips on how brands can tell a story that matters, is relatable and sustains and evolves brand loyalty for many years to come.  

Storytelling is a two-fold approach and it’s not marketing...it’s the emotional transfer of information; that’s the piece that a lot of people don’t get. Think of it as a design approach with empathy, inclusion, intention.

Brands can produce multitudes of content, but that doesn’t make it a story. We all have our own definition of storytelling and we’re not wrong, it’s the interpretation of the definition that’s missing the mark. We asked Miri to share her expertise and thoughts on the foundation, the general idea of storytelling.   “Storytelling is a two-fold approach and it’s not marketing,” said Rodriguez. “It’s the emotional transfer of information; that’s the piece that a lot of people don’t get. Think of it as a design approach with empathy, inclusion, intention.”   As a storytelling master that transforms people from storytellers to story lords, Miri gave us the inside scoop (no pun intended), on best practices for effective brand storytelling.   Brand storytelling serves two main purposes 
Remind your audience why the brand exists. Explain your core values while telling the origin story of your brand. Storytelling enables the audience to stay loyal to your brand with a consistent reminder of the why. Tell the story of why you want to stay in the market and why you’re relevant. Consumer behaviors are a moving target. Staying stagnant with one idea won’t work for your brand and audience.
Set your goals and how to empower your audience to achieve them 
“We are the Robins to our consumers’ Batmans,” said Rodriguez. “Empower the consumer with your brand assets.”  Your brand should reflect yourselves and your values as authenticity fuels empowerment and trust.  
Consider why you’re doing something. Take sustainability as an example. Are your values and mission evolving to “go green” and work towards more sustainable products in the future, or are you just trying to stay relevant and satisfy a particular market? Don’t appease, just appease. Believe it and own it.
Evolve your story and keep your promises 
Keep track of your promises and values, while holding your brand to those commitments.  
Brand loyalty to your bottom line will be impacted by the story you tell and the accountability that consumers expect. As consumers buy into your story, they align themselves with your positioning and messaging around products they bring into their lives.
Stories are effective because they are the most primitive form of communication, and more importantly, as Rodriguez emphasized, “they’re human.”   For more details and to learn how you can become a story lord, check out the full Scoop interview Miri Rodriguez here and check out her bestseller, “Brand Storytelling: Put Customers at the Heart of Your Brand Story”.   Interested in bringing The Scoop to your next event? Contact us today to speak to one of our expert humans! 


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