Using Storytelling in Business Settings

Your business story should be engaging. But if it doesn’t have a clear focus, you’ll quickly lose the attention of consumers. Establish context right off the bat.

To start your brand story, answer the following questions:

• Who is telling the story?
• Why is the story being told?
• When and where is the story taking place?
• Who are the people in the story?
• What are the people trying to achieve?
• What challenges are faced?

Parameters will help you develop an engaging story that makes sense to your audience. Set the scene so that consumers know exactly what you’re talking about. Most importantly, establish why you’re telling them this story. This will guide the audience through the narrative and hook them all the way to the end.

Nothing is better than genuinely connecting with your target audience--this is the key to gaining consumer trust.   Your business story doesn’t need to be elaborate or explain your entire history. It should be about why your business exists to serve its clients. Every little detail that depicts your business is every single reason your customers choose you over the competition. 

Transparency celebrates your uniqueness. Consider sharing challenges, failures, uphill climbs and wins.  Consider explaining how things are made or done at your business, how you use a local supply chain, or how you contribute to your local community. 

A great business story leaves your audience with something. What lesson was learned in the story and what should consumers learn from hearing it?

Your story should have a clear outcome. Provide a hopeful, thought-provoking message with actionable points that compel your audience to connect with your brand.

A disorganized brand story leaves customers confused and uninterested. Make sure your brand is consistent across all communication channels. Use the same colors, logo, and slogan for digital and print marketing materials. The repetition of images and verbiage associated with your business creates brand awareness.