Why Powerful Storytelling Is an Essential Asset For Businesses.

Storytelling isn’t just about pretty words and impressive images; it’s a powerful business tool that distinguishes a successful brand from a not-so-good one.

Humans have been telling stories since they know how to speak and it’s an important aspect of our daily communication. People love hearing good stories and engaging with them. But stories can hold much more than only entertainment value. When used effectively, storytelling is a strong business skill which can increase customer loyalty and affection, turn a brand into a memorable experience, generate profit and so on.

So many businesses fail to communicate a clear and consistent story that conveys their brand purpose, vision and values. Good storytelling carries meaning and purpose, which is essential for businesses wanting to win consumers’ hearts and convince them to invest in their products or services. In order to stand out, telling a true and unique story needs to be the backbone of your marketing strategy.

Here are four reasons why storytelling practices will boost your business and increase your bottom line:

Storytelling should be at the heart of a powerful marketing strategy.

With every business comes a story to tell which is usually related to the founder’s vision and values that are converted into a problem-solving product or service. Think about Apple’s Steve Jobs or Microsoft’s Bill Gates – they were visionaries who wanted to change the world. And you don’t need to be the next Elon Musk to have a story that people will relate to. You just need to have a strong marketing communication that is clear, compelling and persuasive.

Developing a clear storytelling helps your customers understand your brand’s vision and purpose, and explain how it adds value to the world. If your story resonates with your audience, it will capture their attention and keep them hooked in order to develop brand loyalty and sales.

Once your story is defined, every piece of content should align with the business’ overarching vision and should have an intention that serves the customer first. Too many businesses produce content that surrounds the company when, really, the customer should be the hero of the story. Stay consistent and organise your communication with your audience in mind by addressing the customer directly and explaining why your products or services matter to them.

Storytelling makes you memorable and stand out from the competition

Stories and taglines are remembered better than other types of information because we can engage with them at a deeper level compared to cold data and facts. Complex ideas told with real people and in real situations have much more chances to become memorable and trigger a response from an audience that can personally relate to the story.

In the ocean of information that makes our digital savvy world, your company also needs to distinguish itself from the competition and provide a fresh and original perspective. It’s easy for a business to get lost in the noise if it doesn’t have a clear voice and unique vision that your customers will follow. You might have a better product of service than your competitors but if you don’t have a good story to package it in that triggers an emotional response, it won’t differentiate itself on the market and make a profit.

Emotional storytelling humanises a brand and increases profit.

The art of telling a true story well is a combination of three action points: showing your brand’s clear utility to customers, giving inspiration to better their lives and creating empathy. According to the Global Empathy Index, the most empathetic companies in the world are also the most profitable (generating 50% more earnings) and fastest growing (increasing value more than twice).

By emotionally connecting people in a genuine way, storytelling can help customers trust in a business and relate to what it stands for. Never shy away from telling the whole truth of your story – the struggles, pain and successes – so that people can get to the heart of what your brand really means. They want to invest in a company that is human and that goes through the same ups and downs as they do.

With the help of social media, consumers can now directly engage with brands by asking questions and expressing their thoughts and feelings as if the brand was a real person. Make sure you connect and interact with your audience by showing your brand’s personality and humanity. You need to be specific yet universal enough in your communication so that everyone can feel concerned by your product as if it touches their personal lives.

Powerful storytelling creates loyalty and decision-making.

Long-lasting brand loyalty can be created by businesses that fully understand their customers and connect with them at an emotional level by wrapping their vision into an inspiring and compelling story. People will keep buying into a product or service not only for its value but also because it taps into a bigger narrative that they feel a part of.

Using storytelling as a tool to evoke emotions is an essential part of a business’ marketing strategy to get people to take action. Humans make emotional not rational decisions and look for stories to reassure them in their choices. Think of employing storytelling to tell people why your brand matters and why they should care, and communicate this story in a simple, original and sincere way.