How to Use Story to Build a Brand

Matthew Luhn, author, and writer is known for Pixar movies such as Toy Story and Cars, is sharing the importance of using stories to communicate and build a brand.

Whether you are a writer or are in the business arena, you depend on stories more than you know. There is no difference between a presentation or a pitch, be it a business idea or a movie concept. You must hook your audience in the first seven seconds and have a clear takeaway for them at the end. A hook will get someone into the idea you are presenting and the takeaway will make it real to them.

It isn’t complicated to use a story. Every story possesses two key ingredients. First, they have a beginning, a middle, and an end. Second, there is a hero on a journey. It isn’t as simple as pointing out success and achievement. The greatest hero’s fail more than they succeed. Sharing obstacles makes you relatable and authentic, which enables your listener to engage in your story. It’s ok to be a real person.

Whether you are telling a story or making a presentation, don’t just seek to entertain. Change and inspire your listeners.


The Best Story Wins: How to Leverage Hollywood Storytelling in Business and Beyond by Matthew Luhn

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Jody Maberry