There’s a story for every user experience

From hieroglyphics to Shakespearean plays, humanity tells stories to connect, inspire, and teach. The use of storytelling, as early as the Paleolithic era, has been our method of collectively remembering.

Remembering exciting events, food sources, battles, morals, kingdoms, gods, and heroes. Because, beyond written doctrines and histories our stories allow us, as people, to share experiences. To share moments with visceral, sensory detail. Experiences meant to be understood, through our natural capacities for an empathetic response allowing stories to be remembered, where statistics are not.

Brand Narratives

The ability to remember is one of our most important distinctions as humans. Going hand-in-hand with our problem-solving abilities, it allows us to learn from mistakes and progress as groups. The reason stories are so prevalent in that regard is because, more than facts, they stick with us.

Therefore, finding a narrative to stick to-a branching campaign with a singular through-line, allows investment by the consumer. Not only in the product, but in the story behind it. Mascots lend the consumer a familiar face-a dependable source of information. Whether that comes in the form of a distinct voice, a phrase, or a spokesperson — it’s important to maintain the familiarity of the narrative.

One aspect needs to remain, while the rest can evolve.

Empathetic Experience

Experiences in life are commonplace and can be catered to any business. The key to unraveling the experience is finding the story within it. The point where you are able to connect the grind of a daily commute with a struggle-the discovery of the perfect gift for an anniversary with a victory. Humans listen to stories to evoke a personal response -a response born out of empathy with characters they see themselves in.

That being said, the goal isn’t to create experiences, but find the story where they already exist.

Foster Connection, Maintain Attention

As strange as it is, storytelling is one of our greatest tools of survival as a species. Stories unite us, inspire us to work together toward a common goal, or empathize against a common misfortune. It allows us to garner support for our causes: soldiers to defend a homestead, communities to build a town, citizens to build a nation, protestors to grow a movement. Stories are our way to thrive, to make the dull more interesting, and to connect us because, as a group, we are stronger.

Once you have a story to connect to an audience and one always exists — the next step is to let it grow. Water it, like a flower. Give it content, like a long running television show. Expand it. Keep it interesting.

Stories are how the consumer connects to the brand on a personal level -they ensure not only a short-term purchase, but a long-term investment. Allow the story you tell to connect, inspire, teach, and you will embolden a user experience that people keep coming back to.