Why Business Storytelling Is Important

Narrating stories related to your brand can help to create a more memorable experience for your target audiences. Business storytelling that is centered on your products and services can help customers to form an emotional connection with your brand. Connecting with customers at an emotional level can potentially contribute to increasing sales and customer loyalty. Stories can help to shape how people perceive your brand and when you narrate the challenges that your business overcame from a human perspective, it finds an immediate connection with the audience.

Here are a few tips to help you tell stories that will resonate well with your target audience:

Be authentic– Don’t make up a story to impress your audience. Share a true story of how your brand weathered a storm or the challenges that had to be surmounted to come out with the awesome product. You can talk about the people or the sacrifices that each employee made to translate the dream into a reality. You can also talk about how your product or service helped to make a difference in the life of an individual or how it contributed to making a business more successful.

Be creative – You need to think creatively to decide how best to structure the narrative for maximum impact. What you want to achieve in the end, should set the overall direction for the narrative. Your objectives can range from creating awareness, changing a perception, increasing sales or store footfalls. Every business has several stories to tell and these can include the reason your business exists, what problem your product or service solves and the journey from the idea to where you are now, just to name a few. Sales and customer service are other departments that have interesting stories to tell.

Be inspirational – Tell a story that inspires your audience. A story of how the founder persevered and turned around his idea to a phenomenal success despite multiple rejections along the way is truly inspirational. It will inspire the audience to keep trying and never give up.

Don’t try to sell – It is important to remember that the story aims to create an emotional bond with the brand and it should not be packaged as an obvious attempt to sell. The promotional element can be integrated albeit subtly and without being disruptive.

Getting the structure right – You need to structure your story in the right sequence. The opening scene should set the stage, the second scene should introduce the conflict, the third scene should introduce the solution or the happy ending and the in the final scene just before the curtains go down, you should introduce the call to action.  

The hero of your story – Always link your story to the needs of your customers. Your product enhancements, introduction of new products, process improvements within your company, tie them all back to the customer. The customer should always be the hero and your company should always limit itself to playing a supporting role.

Make the opening powerful – You have only a few seconds to capture the attention of your audience and so you have to make the opening powerful, interesting and captivating. It should hold the attention and make your audience want to learn more.