There's an Art to Telling Your Brand's Story: 4 Ways to Get It RightA compelling brand story gives your audience a way to connect with you.

First, let's talk about that word story. It's one I find impossibly squishy in a business context. For me, it can conjure up performance art more than industry.

But storytelling as it applies to business isn't about spinning a yarn or fairy tale. Rather, it's about how your products or services exist in the world. It's who you are and what you do for others--how you add value to people's lives, ease their troubles, meet their needs. A compelling brand story gives your audience a way to connect with you, one person to another, and to view your business as what it is: a living, breathing entity run by real people offering real value.