26 THE POWER OF VISUAL STORYTELLING customers from “Lack of awareness” to “Learning about your brand” to “Like” and to take your current customers from “Like” to “Love” to “Loyalty.” But it isn’t until Ekaterina shows her clients the visual, the framework that explains the Five Ls and brand objectives associated with each one of the stages, that they start smiling and nodding their heads in agreement. It is more powerful when you accompany your message with a visual. Often, no matter how beautiful or impactful your story is, if you include a simple graphic, it’ll help your audience establish a deeper under- standing and connection with your message.