Craft Stories that Connect
If spending summers living on a boat or filming Emmy-nominated documentaries is any indication, Katelyn Calhoun has always followed her creative drive. As a seasoned filmmaker and storytelling strategist, Katelyn helps brands harness the power of storytelling to connect with their audience and drive business growth through her firm, Calhoun Creative Consulting.
Her approach? It’s a process of Collect, Compile, and Connect—three simple steps that can transform your brand’s narrative from a collection of facts into a compelling, engaging story that sparks emotional connections with your audience.
The Winning Framework: Evoking Emotion Through Story
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”– Maya Angelou
At the heart of every great story is the ability to connect emotionally. Storytelling, as Katelyn explains, is “the art of sharing narratives that connect to ourselves and others by evoking emotions and fostering understanding.” Never forget—your story matters. As we at Intersection like to say, “You have a great story to tell.”
The Three Cs of Storytelling
These steps provide a structured process for businesses to create compelling narratives that speak to their audience and support their business goals.
Step 1: Collect
Every great story starts with raw material. These are the assets you’ve gathered over time—past, present, and future—that will form the building blocks of your brand’s narrative. As time passes, keep gathering resources: moments of success, client feedback, or milestones. Like gathering clay to create a beautiful piece of art, collecting materials may feel messy, but it’s necessary to the creation process.
Step 2: Compile
This step is about creating a cohesive narrative. Look for key themes or moments that stand out. Use them to shape the story you want to tell. Compiling is like sculpting: each piece you add or remove helps clarify your brand’s image.
Step 3: Connect
Once you have your story, you must share it. A story left hidden has no impact—like a sculpture in the back of a closet. The impact of your story lies in how you share it. Don’t leave your creative masterpiece hidden. “You must share your story with your people,” Katelyn says. Give it life, and let your audience appreciate and connect with it. Share it widely through blog posts, social media updates, videos, or press releases. Use every available tool to amplify your brand’s story and create genuine connections with your audience.
Double Click into Collect
Let’s zoom in on the first step—Collect. Utilize an inventory checklist to capture the essence of your brand:
● Map your journey with key milestones that have shaped your brand.
● Reflect on your products, services, and value proposition.
● Your Why – Understanding your mission and values helps define your narrative.
● Create a timeline of events to capture key moments throughout the year.
● Assess your current visual materials (photos, videos, visual branding, etc.)
● Identify Untold Stories – What are the narratives you haven’t yet shared?
Which of these points excites you most? Take a few and run with them.
Mapping Your Storytelling Calendar
It’s easy to become overwhelmed by storytelling possibilities, but narrowing your focus can help. Select key events or marketing initiatives to drive home during the year. For example, if you have a product launch or major event coming up, start gathering photos, videos, and testimonials.
Once you’ve mapped out your content, think about the platforms you’ll use to share it. Will you create social media posts, write blog articles, or produce video content? Choose platforms that best connect you with your target audience, such as Instagram, Facebook, or YouTube.
A Clear Next Step
In the next week, what will you achieve? Whether it’s collecting assets from an upcoming event, gathering client testimonials, or incorporating a story-based mindset into your marketing workflow, small steps will bring you closer to telling your brand’s story.
Your story is worth telling. So, what are you waiting for? Start collecting, compiling, and connecting today—and watch your brand narrative spark deep connections with your audience.
Because your story is worth telling!
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