Findings about history, religions, cultures and rituals show that wherever humans have existed, a tool called language or communication has flowed between them in some way, and wherever language has flowed, there has also been a story. In fact, human beings have used this tool to convey what they understood from nature or from their experiences, because through stories, that concept remains in our memory and we can define an abstract of it for others. In other words, communication and advertising are also They used the same secret and still use it. In the world of communication, we know that if we want a narrative to be universal, it needs character and story, and when this power is most effective, people have a popular and desirable personal connection with it. Economic surveys and real results show how popular stories, not in the popular sense, have led to the economic prosperity of that subject. Knowing these facts helps us to find another eye for communication, which we call the third eye of communication. Because even though we think that the world has changed a lot, there has been no change in some key behaviors. The human mind loves stories, but if we focus on the superficial layer of this interest, we will not only not reach the goal, but also waste a lot of resources. Where is today’s big mistake? I believe that the brand story is one of the most important components of branding, but if we don’t do this process right, we’re screwed. The authentic and identifiable story of the brand originates from the values sustained over time, from the commitment or promise of the brand that has flowed in all points of contact with the audience. Stories will last that use a thousand and one means to convey a strategic message to the stakeholders in order to realize the hidden promise hidden in the brand story.
The reputation or resonance of the brand is created when a story emerges from the heart of the brand and the organization and sits in the hearts of the stakeholders. I believe that effective and deep messages can be created by using authentic and authentic stories that will touch the soul and heart of the audience. As Shams says: There is a word that hits the heart and there is a word that hits the mud. In storytelling for brands, we must follow this rule. What I mean by an identifiable story is that it is related to the brand and its essence and originates from its special distinctions. This is an abstract message that should be creatively included in the brand’s stories so that the audience can accept it in their own popular and intimate environment. Professor Aker believes that the manifestation of the brand (essence) in all parts of the brand is a necessity to create and realize brand resonance, and if we want to mean essence, which in French pronunciation is the same as essence, we can refer to Avicenna’s definition of essence, which is the essence of herbal extracts. It is called and in translation, it is called essential oil. The essence or gem means the essence, the essence, the substance and the institution. The stories that have essence, essence or gem are the ones that are hard to forget over time and rule the hearts of the audience for a long time. I consider the use of gem stories to be a simple but practical platform for combining complex brand topics with my own tried-and-tested experiences.
