The Stories We Create and Perpetuate: Are They True? And Does It Matter?

My mum died six weeks ago. She was 92, nearly 93, and lived a very full life.? Many people have shared their stories and experiences of mum with me; they have shared their unique view of how she made them feel. ?

Her death has made me think a lot about the stories we live by - the stories we create and perpetuate. And it has reminded me how strong stories are. The stories about ourselves, the stories about our friends, our experiences with others, our view of our careers, and even our thoughts about strangers.

Stories are usually emotional and often start with how we feel we have been treated. They shape our perceptions, influence our decisions, and guide our interactions.

But are these stories true? And does it matter?

In reflecting on my mother's life and the stories people have told me, I’ve come to see how these narratives can be both empowering and limiting.

How Stories Shape Our Businesses

Just as personal stories shape our lives, the narratives we create in business can significantly impact its success. Whether it's the story of how your company was founded, the mission and values you uphold, or the way you communicate with your clients and team, these stories form the backbone of your brand.

Consider how you present your business to the world. Are you sharing a story of innovation, customer-centricity, and resilience? Or are you perpetuating outdated narratives that no longer serve your goals?

When we are asked to help define or redefine a client’s brand stories we always, if we can, start with talking to the founder.? The business creator. The first storyteller.

For example, we were very lucky to have meet and interview the founder of Best&Less , Berel Ginges when working on their brand revitalisation (preCovid, the new time metric). He told me that his vision for his business was to provide good quality clothes for families on a budget.? To focus on the mother who, in 1965, was responsible for the household budget.? The essence of that first story had been lost and the brand had lost its way. We worked with the business to bring that story back to life.?

There are two aspects to think about when telling your brand story:

1.???? The most important part of your brand story is that it is anchored in reality. ?Go to the source, the business creator, find the first story and check that against others in the business so that all stories are gathered, consolidated and shared. ?

2.???? Then deliver that story with consistency. Every customer and employee touchpoint must be the saying the same thing - your website, social media, all marketing materials and employee communications. Consistent storytelling strengthens your brand identity.

Just as our personal stories shape our views, the stories we create in our businesses shape our customers and employees view of us. By examining and exploring what your customers think and sometimes rewriting these narratives, we can create a more authentic, a more engaging, and a more successful brand.

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