The most powerful marketing campaigns are often the ones that we as consumers can identify with or connect to in some way. One way that businesses invoke such a feeling from potential customers is by telling a story with their marketing. This is called (appropriately) storyteller marketing.
As noted by Barry Schwartz at Search Engine Roundtable, back in the summer of 2008, covering Search Engine Strategies in San Jose, Gary Stein, Director of Strategy for Ammo Marketing highlighted five stories that can be told:
1. Origin - where did you/your brand come from
2. Purpose - tells us why you are a business
3. Vision - similar to origin but is where are we going
4. Education - Starbucks educated people about traditions of coffee
5. Ethics - when someone walks the walks of what they are doing
6. Connection - reaching out and talking to the customer
In that same session, Sally Falkow of Expansion Plus added that the story should be simple, repeatable, and memorable. She also said that suggested that good places to find your brand's story are from employees, your customers, and even suppliers.
As our own Abby Johnson points out in the above video, every business has a story. You may know what that story is, but if you look hard enough, you can find it, and you can use it. Chances are people will be able to connect with that story on some level (if it is the right story), and this can be a powerful way to keep your brand in people's minds.