The greatest influential storyteller of all-time was Jesus. Matthew 13:34 says, “Jesus told the crowds all these things in parables; without a parable, he told them nothing.” So, what is a parable? A parable is, literally, something “cast alongside” something else. Jesus’ parables were stories that were “cast alongside” a truth to illustrate that truth. Storytelling has been an important teaching tool throughout human history. We understand and remember the information we receive as narratives.

Because a story is so vital to how we navigate the world, it is no surprise that Jesus was the ultimate storyteller and the example set before us.

He told stories to help people understand big concepts. He knew that in illustrating a good story, people were more likely to listen and connect on a deep emotional level. His stories were about people they could identify with: kings, farmers, beggars–sinners, and saints alike. He taught about bravery, kindness, consequences, and an eternal hope in the “ever after.”

Suppose you allow yourself to imagine this in the modern age. These parables, later recorded in the Bible, represent God’s “brand story” with a divine and compelling storyline that moved people to take action and quite literally change themselves and the world around them.

Fast forward to today. Whether you are in business promoting a product or service that will solve a consumer’s problem, or involved in a faith-based ministry offering that hope in the “ever after,” Jesus gave us the blueprint for moving the masses with innovation, motivation, captivation, education, inspiration, and transformation.

Brand storytelling is the present and future of marketing. Research shows that 92% of “consumers” want messaging to come in a story format with video at the very top of the list of mediums. A lasting impression is formed when your audience engages with stunning images and a compelling story with which they identify. Just as Jesus did through storytelling, being transparent, establishing an emotional connection, and making stories resonate, are and will continue to represent the success of marketing endeavors “for such a time as this.”