I was saying to my son goodnight today and it is always this miracle moment to which we are waiting for all day. I thought say to him my story about motivation and be inspired by one of my teacher to love biology and then how I have made my own choices seeking friends from which I could learn something and supporting others with quite clear approach what I want to achieve.

We need to create ourselves thinking who is the person that listen you. We cannot be the same for our kids, at work and for our life partner. We have different brands adjusted to different expectations and targeted groups. We cannot mix this up. Lecturer at University needs to switch to parent role and husband at home and not still teaching wife and kids at home. It is still authentic you, the same person but with different brands (different language, voice, look, cloths, behavior etc.).

Storytelling scheme: when, where, how, what, why, for what, who, with whom. Message, conflict, characters, plot.

Storytelling as a branding tool is not about telling stories just for the sake of it. Storytelling is about using stories to communicate messages that reflect positively on the brand. Therefore, first you must develop a clearly defined message.

Conflict is the driving force of a good story. No conflict, no story. As humans we instinctively look for balance and harmony in our lives. As soon as harmony is disrupted we do whatever we can to restore it. When faced with a problem, we instinctively seek to find a solution. Conflict forces us to act. Therefore, we need to get our message across through conflict and its resolution.

We have seen how conflict marks the turning point in the story, but in order for this conflict to play out, you need a cast of interacting and compelling characters. In order to get personally involved with a story, we must be able to identify with the characters. The audience must be able to identify with both the hero and the problem. Based on our need to have balance in our lives we will usually emphasise with a person faced with a conflict.

Once your message, conflict and cast of characters are all in place, it is time to think about how your story should progress. The flow of the story and its events are vital to the audience’s experience. Given the fact that we can only tell one thing at a time, and that a story exists only as a progression of events within a given time span, the sequence of events needs careful consideration. It must have a precise structure to run it forward and maintain audience interest.

Speak as if you were talking to a friend, give your power, be emotional, touchy, make you all, tell and leave.

Build your story for others

If you do not say someone about your problems but expecting him to help you, the other person cannot help you and satisfy her/his needs to help (self-realization). Therefore, both people feel bad. If your wife wants to support you then you need to tell her what is in your life. If you will say to her always that everything is fine so with such approach you cannot satisfy her needs to help….and she feel unnecessary. It doesn’t work and create conflict.

If you complain, you attract people like yourself and then you get the feeling that everyone is complaining (an isolated world that seems real to you). Then you only strengthen the story you tell yourself. Individual story, group story, collective story.

When you come back from work and always say that you are tired, your partner will never offer you sports activities at weekend, even if you would like it, because you have wrongly built your brand for her/him. The end is…because I thought that….. you are tired.