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Connecting with Your Audience: Crafting Stories They Care About

Updated: May 13

Article 2 - Bringing Your Brand Story To Life


"When a story is told, it is not just the telling that matters, but the listening. The right story in the right hands becomes a key, unlocking the door between speaker and listener, creating a shared space of understanding and empathy." – Unknown


You are about to begin article 2 of 5 in this series. If you haven’t read article 1, read it here

After diving deep into the heart of your brand, it's time to turn the lens outward and focus on the people whose attention and loyalty you seek: your audience. Crafting stories that resonate with your audience requires a profound understanding of who they are and what they care about. This article guides you through the process of connecting your brand's core story with your audience's needs and desires. Don’t worry, if you aren’t sure who they are – we will help you find them!


Understanding Your Audience 

Audience Persona Development: Before you can tell a story that speaks to your audience, you need to know who they are (I know – it makes sense, but most organizations struggle to figure this out and give up – so stay with us on this). Creating detailed audience personas is a critical step in this process. Consider the following dimensions to build your personas: 

  • Demographics: Age, location, job role 

  • Psychographics: Interests, values, challenges 

  • Behavioral: Buying behavior, brand interactions, content preferences 

Create at least three audience personas representing different segments of your target audience. Use real data if possible, or make educated guesses based on your experiences. If you are a young organization, it is also important to recognize that this may change. Part of having an effective brand structure is to understand that you must regularly revisit it and bring new ideas, data, and thoughts to the table. The more effective you can be at understanding your audience’s needs, desires, and wants, the more effective you can be at speaking to them in a way that they will listen – and understand. 


Aligning Your Story with Your Audience 

Understanding your audience allows you to tailor your brand's story in a way that they find meaningful. Here are strategies to ensure your story resonates: 

  • Identify Overlapping Values: Look for values and themes in your brand's core that align with your audience's interests and challenges. (Remember, your core includes your archetype, values, traits, mission & vision). 

  • Speak Their Language: Use language and examples that reflect your audience's everyday experiences. 

  • Be Relevant: Relate your story to current events or trends that matter to your audience. 

For each audience persona, list out aspects of your brand's story that are most relevant to them. Think about how you can tell your story differently to each persona while staying true to your brand's core. 

Get creative and even find an avatar for your personas that you can put on the wall – continually reminding you of your target audience. When you speak – learn to speak to them; when you write – learn to write to them; when you think – think like they would think. They are the reason you exist! 


Connecting with your audience isn't just about telling them what you think they want to hear; it's about sharing parts of your brand's story that genuinely intersect with their lives and values. By developing detailed audience personas and aligning your story with their interests, you create opportunities for meaningful engagement. 


In our next article, we'll explore the art of storytelling in more detail, focusing on techniques that make your narratives unforgettable. Until then, start applying these insights to strengthen the connection between your brand and your audience.  


If you would like assistance in bringing your organization’s story to life, schedule a discovery call with our creative team!  

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