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.

If you don't have the confidence to own the worth of your brand and share it unapologetically, you won't make a massive impact.

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.

Lewis Howes Quotes