In this episode, I explained the need to have an authentic story that sits well with your target audience. 

These days storytelling has become a critical skill for the survival of businesses in order to stand out from the competition and achieve a deeper connection with their audience.

For your brand to rise above the noise, you must start with a clear vision of why you exist and your core essence. After this, you have to create your brand narrative around this clear insight and accompany it with clear a message that reflects ’YOU’. The most important thing to do in this process is to ensure that your story resonates with your audience, and that means that your core essence has to align with your audience.

This is the point of convergence between the brand and the audience. This is where you build a connection with your audience. This is where you teach your audience to learn your voice and know your person. This is the point of relationship and longterm commitment.

However, if at this convergence the audience gets the slightest inclination that what you've said doesn't align with who you are, they would slowly withdraw from you and look for brands that have values that align with theirs.