People can see themselves in a story much easier than they can see themselves in a hypothetical situation that a brand might present to them. So telling stories to build a relationship with your audience is usually far more effective than other methods of marketing or publicity.

Instead of telling a story about how great your brand is, try telling a story that shows you completely understand and empathize with your customer and their life.

The key in telling stories that people relate to is, not surprisingly, vulnerability and authenticity. That means that letting people know the struggle behind your brand - the failures and mistakes - and how you got through them is really important.

Lewis Howes Quotes