Storytelling for brands: How to tell emotional stories that connects with your audience. - a podcast by Dayo Tinkerman

You must also understand that your audience has emotional needs that drive what they do and are longing to find expression and purpose for these needs. This ‘longing’ is a powerful force as you can use it to resonate with them on a much deeper level by telling stories that connect with those needs and answers their questions. This creates the ‘resonance effect’ where the customer is drawn to the brand as they feel they have the same shared values and emotional longings as the brand. The customer experiences an emotional reaction because they can ‘connect’ the brand’s personality hence see the brand as more human.

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