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TV Expert Interviews / Customer Experience / May 28, 2021 / Posted by Gabrielle Dolan / 199 

How To Use Brand Storytelling To Connect And Engage Customer (video)

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In this Expert Insight Interview, Gabrielle Dolan discusses how you can use brand storytelling to connect and engage with customers or prospective customers and how you can get your employees to be brand ambassadors. Gabrielle Dolan has written many books, with the latest one, Magnetic Stories, dealing with connecting customers and engaging employees with brand storytelling.

This Expert Insight Interview discusses:

  • Reasons to get involved in brand storytelling
  • What businesses don’t understand about storytelling
  • What a good story consists of

Magnetic Stories

This is Gabrielle’s sixth book, and for the last sixteen years, she has been working with businesses to help their leaders share stories and communicate better. So far, most of her work has had a more internal focus, dealing with things like connecting and engaging employees with company values, sharing personal stories, etc.

However, more recently, she realized that there’s a lot of work to be done with regards to connecting with customers, so she decided to deal with brand storytelling more closely.

Telling Real Stories

A good story is like a magnet that creates an instant connection that is incredibly difficult to pull away from. However, when most people hear about storytelling and telling stories about their brand, they probably get a rough idea of it. Still, on the practical level, many people don’t know what the characteristics of a story are or how they would even use it.

If you look at the websites of many up-and-coming companies, you’ll see that the About Us page is often replaced with an Our Story page, but it is most often not a real story. Instead, it is just a timeline or a paragraph full of acronyms or jargon.

Stories and Emotions

To Gabrielle Dolan, a story has to have an element of human connection. It has to be about someone. That is why case studies or timelines of companies’ development are not stories. In business, a story also has to be succinct, so people can get the message quickly and get on with their day.

Storytelling in business should also try to deliver one message per story instead of covering a wide range of themes. Crucially, the human element must be there to help people connect with it on a personal level.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.

About Author

Gabrielle Dolan is a global thought leader in storytelling and business communication. She’s worked with thousands of high-profile leaders from across Australia and the world, helping them to become better leaders and communicators using the art of business storytelling. Gabrielle is a highly sought-after international mentor and keynote speaker on these topics. She is also an author.

Author's Publications on Amazon

This book outlines the common reasons why we use slides poorly and the impact this has on your audience. It explores the ‘dos and don’ts’ when using slides because, if you need to use them, you should make sure that you are doing so correctly.…
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In 'Hooked', communication and business storytelling experts Gabrielle Dolan and Yamini Naidu use real-world examples and proven, effective techniques to teach the skill of great business storytelling. They explain what good storytelling is, why business leaders need to learn it, how to create effective stories,…
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'Ignite: Real Leadership, Real Talk, Real Results' is an honest guide to achieving lasting business success by becoming a more authentic leader. Leaving behind the boring and mundane, this guide cuts to the chase with a frank and forthright style to provide insight that can…
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'Magnetic Stories' will walk you through how to develop and communicate your own brand stories, focusing on the five types of stories you need in business to connect and engage people with your brand.
Buy on Amazon
'Real Communication: How to Be You and Lead True' reveals how-to guide and communicate in a way that is authentic and will help business leaders truly connect and engage with their teams, customers, and coworkers.
Buy on Amazon
'Stories for Work' walks you through the science of storytelling, revealing the secrets behind great storytellers and showing you how to master the art of storytelling in business.
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With exercises and step-by-step instructions, this book will teach you how to tell stories about your personal and professional life to demonstrate your capabilities and values, and how valuable an asset you are to any team, organization, and your future employer – no matter what…
Buy on Amazon
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