008: Storytelling Series: How to structure your story

Oxytocin builds trust and strengthens connections. When people read stories, did you know their brain releases oxytocin and builds a connection with your brand story? You probably already have a brand story. But is it making your readers brains’ release oxytocin and cortisol? Is it keeping your readers engaged?    Today’s study analyzes different brand stories through the lens of their narrative structure, narrative archetype, heroic traits, moral values applied, and brand representation. Researchers identify 2 narrative structures: singular plot stories (aimed at the result of pleasure) and embedded plot stories (aimed at aligning values between the brand and consumer).   The results found that every brand story studied set the scene and brought readers back to reality at the end through flashing brand logos or tag lines. Most brand stories made the character play a heroic role while the brand played an assisting role and showcased testimonials and case studies. Table A1. (Sanders & Van Krieken, 2018): https://geoffkullman.com/wp-content/uploads/2020/11/image.jpg How do you structure your brand story? Your story shouldn’t be about promoting products or services to customers, it should about establishing connections. This episode focuses on the 3 different levels that you should include in your brand story: object level, self-centred level, social-level.    What To Look For In This Episode: [00:15:00] 3 levels that should be included in your brand story. [00:17:44] How to understand story structures. [00:23:00] The key to YOUR story: the characters. [00:24:35] How do we tell a great story that positions the purchaser as the hero and the brand as the guide?     Journal Article: Exploring Narrative Structure and Hero Enactment in Brand Stories. https://www.frontiersin.org/articles/10.3389/fpsyg.2018.01645/full   Sanders, J., & Van Krieken, K. (2019). Exploring Narrative Structure and Hero Enactment in Brand Stories. Front. Psychol. https://doi.org/10.3389/fpsyg.2018.01645     Resources: Coca-Cola Ad [https://www.youtube.com/watch?v=VS429WfTd5w&feature=youtu.be&fbclid=IwAR0zF4T1fHNUDZEAL3QBncQu8Zt9yrapzIxmi7wOPNLlaRUd3Ey4Q_azIJo] Brand Voice Template [geoffkullman.com/brandvoice]   Got a question you want answered on the podcast? Awesome! Send it to [email protected].     Connect with Geoff:   Instagram: instagram.com/geoffkullman Twitter: twitter.com/geoffkullman Inquiries: geoffkullman.com   Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!   *** EPISODE CREDITS: If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment. He helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world. Find out more at https://emeraldcitypro.com