Storytelling is a powerful art that has inspired and influenced people since the dawn of humanity. You have an opportunity to tell a story that empowers your audience to be the hero of their own world. Here’s how you can harness the power of storytelling to create a bonding experience with your audience.

Scholars who study comparative mythology have identified a number of recurring storylines that humans have been told for millenia. The characters and settings change, but the narrative has stayed the same for thousands of years. The most popular of these stories is the Hero’s Journey. From King Arthur and the Knights of the Round Table to Luke Skywalker and Star Wars, the story is the same. You too can embrace this story line in your brand narrative.

Let’s use Star Wars as an example. You have your hero (Luke) who lives in a dark world (The Empire). He meets a guide (Obi Wan Kinobi) who gives him a tool (the lightsaber). After some self-discovery, Luke uses the lightsaber to vanquish the darkness (Darth Vader). Finally, our hero can return to a world of light and free of darkness.

How do you embrace this same story in your brand? Easy. Brands and leaders do it all the time.

You are not the hero. You are the guide. The hero is your customer.

The darkness in their world varies depending on their cannabis need-state. In the wellness sector they have health issues they need addressed. In the recreational market they often look to cannabis to help their mental well-being, creativity, and quality of life. You, the brand, enter their world as their guide and offer them the tool they need to vanquish the darkness in their lives. Your product is their lightsaber.

Seems complicated? It’s not. This story can be told in a single image, a social media post or a tagline on your packaging. It’s up to you how you will inspire your audience to use your products to turn their world into a brighter place.

Your storytelling doesn’t have to follow ancient myths. It can definitely be about you. When telling your story, it’s important to make sure it revolves around the people behind the brand and the values they represent. Generally humans prefer to connect with other people over boxes and logos. During your brand strategy process, hopefully you’ve extracted the essence of your company or your farm and the people that stand proudly behind the products you provide. Their story is compelling and worthy of being told. Focus on your culture and connect with people who share the same cultural values. This is how you build a family bond between your people and your customers.