Orators have used storytelling for thousands of years.  Plato used this tool so he wouldn’t forget his thoughts and to ensure he presented in a logical sequence.  Today, teachers, CEOs and politicians infuse storytelling into their speeches and communications to instruct, motivate and influence.  Some of the best speechmakers, lecturers and educators realize its impact and take advantage of the fact that people remember the message more often when a story is involved.  Regardless of whether it is because of the way our brains function, as some scientists believe, or that our connection with storytelling from childhood gets our attention, stories are powerful.
Just as a concise elevator speech is important because it captures the essence of a company’s message, a well-honed story can be a powerful marketing tool.  The business people who get the most mileage out of this communication strategy keep it real, emotionalize the story, talk about what inspired the launch of the business and the passion behind the brand, highlight the personal story of the founder, then disseminate the story.  They do this through conducting a consistent media relations effort and place it prominently on their websites, in collateral materials and on their packaging (if they sell a consumer product). 
In 1975, Wally Amos, a bright and energetic entrepreneur, launched the Famous Amos Chocolate Cookie Company.  He had a three-pronged plan, which has become a case study used by universities worldwide to illustrate smart and successful marketing.  His approach included cause-related marketing (partnering with a charity he was passionate about), a commitment to being the company’s highly-visible spokesperson and the development of a concise, memorable story for use in all marketing communications (public relations, branding and packaging).  His story was based entirely on fact and centered on his Aunt Della’s love for baking and the cookie recipe she gifted him.  He not only garnered thousands of media interviews because he had an interesting and authentic story but placed it prominently on the cookie bag as well.  This was one of the first instances of a personal story being reprinted on a brand’s packaging.  Many followed the cookie mogul’s lead -- from other food makers such as Ben & Jerry’s, Newman’s Own and Stonyfield Farm -- to personal care products like Burt’s Bees, Lucky Chick, and Tom’s of Maine.  It became evident to smart marketers that storytelling creates memorable, emotionally connective brands. There have also been fictitious characters with fabricated stories like Bartles & Jaymes, created by Hal Riney for E & J Gallo Winery.  However, these conjured stories rarely provide the emotional connection to the customer than the genuine entrepreneurial stories do and often fizzle out over time (fads rather than trends). While storytelling is a proven branding and marketing tool, many entrepreneurs try to manipulate the story and prevaricate about the genesis of their businesses.  We recently met with one such person, and it was evident that his story was a hoax after he was unable to support any of his claims before changed the story midstream.
If you have an authentic, memorable and interesting story, tell it often and through as many communications channels as possible.  This layering effort produces remarkable results.  Through grassroots public relations, positive word-of-mouth can boost sales and customer loyalty.  Your story could eventually become as “famous” as the bright, creative entrepreneurs who utilize storytelling in their quest for creating iconic brands.

Christopher Rosica is the author of The Authentic Brand: How Today’s Top Entrepreneurs Connect with Customers and CEO of Rosica Strategic Public Relations.