Does Your Brand Tell a Powerful Story?

One of the most energizing aspects of my job is the opportunity I have a few times each year to share Burberry’s story with external audiences at conferences and events around the world.

These are great moments to step back and reflect on what our teams are achieving and how they are writing the next chapter in our 157-year history. They are also great moments to hear from organizations and individuals I admire, and to discover new people and fresh ideas– I always come away inspired.

Next week I have the privilege to speak at a number of events in the US, talking to groups as diverse as senior executives in the financial services industry, designers, technologists and young community leaders. In preparing for these discussions, and reviewing the agendas, I have been struck as much by what unites these very different platforms as what distinguishes them. From an ex-US Secretary of State, to social media pioneers, to video game designers and film directors, they all have something in common.

Everyone has a story to tell.

This was brought into sharp focus when I was asked to participate in a conference called The Future of Storytelling next week in New York. This event starts from the idea that in today’s fast-moving and digitally-driven world, in which we’re exposed to more information than ever before, rediscovering the age-old principles of storytelling can help us to connect more effectively with the world and with each other.

So, what makes a great story? Why have some stood the test of centuries, while others are long forgotten? And why do I think stories are more relevant today, to more people, than ever before?

Great stories are relevant, compelling, emotive and authentic – allowing individuals and organizations to connect others with their ‘true north’. Fiction or non-fiction, they start with ideas, come to life through people and acquire meaning when shared.

I’ve loved watching the videos that preview the conference, showing how people from all walks of life are telling their stories in today’s digital age. Every story is distinct, every person unique, but there are some universal principles that shine through every story, and from which we can all learn as we write our own stories:

1. Know thyself. What’s your core, your passion, your reason for being? Young or old, all great brands and individuals stand for something – it’s the starting point for every story.
2. Dream. Stories are where dreams can become realities. Be brave, audacious, take risks.
3. Be authentic. Share a consistent, pure vision – write your next (or your first) chapter, not a new book every time.
4. Trust – your instincts, each other. Trust engenders belief, the basis on which all stories live or die.
5. Engage, entertain, excite. Emotion is at the heart of every story, in every age, in every context – round a campfire, on the printed page, in a movie theater, online. Today, digital is opening up a whole new era of opportunity, putting the power to create emotive content and share it widely in everyone’s hands. Use it smartly, and wisely.

As the world becomes at once more complex and more connected, stories have incredible power to educate, unite and inspire. By following these evergreen principles, and leveraging the tools of the digital age, I believe the future of storytelling can be even richer and more compelling than its past.

If you have a few minutes, take a look at the other videos on The Future of Storytelling