A clear brand story helps an audience distinguish one company from another. Research from Stanford, described in “Made to Stick” by Chip Heath and Dan Heath, found that students remembered presentations built around stories more than those based on statistics. Organizations seeking to remain memorable after an introduction can use brand storytelling in the following seven ways.

1. Define Your Brand Narrative

Create a story that explains your mission, values and how your organization has grown. Point out challenges you have faced and milestones you have achieved. Describe a turning point that changed your company’s path. Use this story in your communications to keep your brand identity consistent.

2. Make the Story Remarkable

A story that resembles every competitor’s story gets tuned out no matter how well it is told. Seth Godin made this argument in “Purple Cow”: audiences with too many choices ignore anything that looks like everything else. Ask what your organization can say that a competitor could not say truthfully. That difference, not the polish of the telling, is what earns attention.

3. Use Customer Experiences

Share case studies and testimonials that show how customers use your product or service. Give clear examples of their experiences and the results they achieved. This helps people see how your offerings work in real life.

4. Incorporate Visual Elements

Visuals can make your written content more comprehensible and engaging. Use images, videos and infographics to show what your organization does and how it is growing. A video of daily work or an infographic of milestones can help people connect more closely with your story and make it more memorable.

5. Connect Through Emotion

People tend to remember stories that have an emotional impact. Sharing how your company participates in community or charitable work can show what your organization values most.

6. Stay Consistent Across Channels

Keep your messaging consistent across all channels, such as social media, your website and print materials. Use a content calendar to plan and coordinate updates. Update your content as your organization changes.

7. Engage Your Audience

Encourage your audience to share their experiences with your brand. User-generated content can enhance credibility and create a sense of community. For example, run a campaign inviting customers to post their experiences with your product under a specific hashtag. This can boost engagement and provide fresh content for your brand.