Businesses should have a personality, just as we do. If we attempt to run our businesses as sterile machines, we will never be able to tell a story. Stories, by design, are rich, compelling and engaging. Let your business personality shine! Don’t replicate: Innovate. We tell the best stories when they are real, unique and deep, so let your business be something real and the stories will follow.
Source: Six Ways You Can Enhance Your Brand Storytelling Skills