Stories endure. They capture our attention and our imagination. Its been said that if you can harness the principles of a well-told story, then you can get people rising to their feet amid thunderous applause.

You can use storytelling techniques to tell your brand story and connect with your audience in a more memorable way.

This summer, we launched the new website for Original 16. The Original 16 brand is quite literally a story; 16 men who risked it all to buy a brewery. 

It is a classic challenge plot. An underdog overcoming obstacles to succeed, against all odds. It's David versus Goliath; a great example of brand storytelling. Even if you don't have such an obvious story, your brand can use storytelling.

The first step is working out the plot. For Original 16, the plot centers around the challenge. Your story may be a quest, like Johnny Walker in their Keep Walking campaign. Corona’s brand plot is of transformation in their Find Your Beach positioning. Other common plots are the connection plot, education plot and adventure plot.

Spend time choosing the plot that best suits your brand. Consider how you will tell the story believably. 

There are a number of books to help, the most often referred to are Christopher Booker’s Seven Basic Plots or Ron Tobias’ 20 Master Plots. These can provide a blueprint for figuring out what your brand story should be. 

A big part of uncovering the plot, is looking at the story structure and where your brand fits in. Every story has a hero, with a goal, that meets an obstacle. You may naturally want to think of your brand as the hero, like Original 16, but more often it’s the customer who will be the hero. Your brand comes in to play to help the hero overcome the obstacle. 

Be sure your customers can see themselves in the story! We all want to overcome adversity and be the hero.

In the meantime, for a great story, pour yourself a Pale Ale and visit