Stories are central to our lives. Our conversations are based in story. We read stories in books and magazines. We watch stories unfold in movies. We listen to stories through music. We engage with stories on social media. Almost everything we convey and consume is based in story because as humans, it’s how we connect and bond with one another.
Stories put us on the same wave length
Neuro scientists talk about the concept of neural coupling – the syncing of our brains so we’re on the same wave length. When someone listens to a story, their brain neurons have been found to fire in the same patterns as the speaker’s brain.
Listening to stories also makes our brains release certain hormones. For instance:
- Cortisol and adrenaline, the stress hormones, are released when there is pressure, danger or risk in a story and this makes us pay attention.
- Oxytocin, the love hormone, is released when someone tells a personal story. The audience leans in to the storyteller and this fosters empathy.
- Endorphins, the feel-good hormones, are released when humour is used in storytelling.
Storytelling at work
Storytelling plays a big role in workplaces because it’s recognised that it:
- strengthens employee connection and engagement
- creates shared meaning around organisational purpose, values and goals
- passes on traditions, rituals and behaviours
- drives the brand narrative and shapes identity.
How to use the power of story to build trust in your brand
Stories build trust and connection with our audiences by making a brand more relevant, relatable and resonant. Below I briefly outline three kinds of stories you can use to build trust and connection with internal and external audiences:
1. origin story
2. brand stories
3. personal stories
- Origin stories
Origin stories are about identity and build trust by sharing the inspiration of the founder behind the brand as well as why it exists (purpose), what it stands for (values); what difference it makes (outcomes); and where it’s heading (vision).
- Brand stories
Brand stories are about value and build trust by letting customers know how you can meet their needs and solve their problems. Brand stories often follow the hero’s journey where the customer is the hero and you are the guide. Customer case studies of how you helped them through your service are good examples of this.
- Personal stories
Personal stories are about connection and build trust by putting a human face to the brand. When employees are empowered to share their stories they become ambassadors for the brand. It’s also a wonderful opportunity for them to show pride, enhance self-esteem and build their own personal brand.
Ready to harness the power of story to foster trust and connection in your brand? Reach out if you need help.
(c) Ros Weadman 2025
Image by SocialCut from Unsplash
