To build a powerful and lasting brand, storytelling is a great tool and skill to do that. As humans, we have been listening and telling stories. It is an essential part of our day-to-day communication. It connects people, shares the vision, helps people to understand different perspectives.
If storytelling is done correctly for a business, it can turn a brand into legacy, can help to create a robust marketing strategy, will help in generating profits, and can win loyalty and affection of customers/people/audience etc. Storytelling conveys the vision and purpose, and businesses with purpose are the ones which ultimately stand out and capture the client’s hearts and wallets.There are many businesses which lack a clearly communicated story that positions their brand, values, and vision. This can be one of the reasons for a poor customer base for the company.
Benefits of business storytelling:
1- It helps in creating a strong marketing strategy.
The marketing campaign should revolve around the story, vision, ideas, dreams that the company want to communicate to the audience. If it is not communicated properly, then the audience might get confused or ambiguous about the company. Businesses should invest in storytelling because it creates a blueprint to organize content which otherwise can seem scattered. When the marketing strategy of any business is created based on a story, each part of the content should have an intention, value proposition which should support the business’ overarching vision.
A marketing strategy which is based on a story also helps in simplifying the complexities of a vision and conveys the purpose and idea of the business to the outside world in an unambiguous manner.
2- Inspiring and heartfelt storytelling leads to profit and is also human in nature.
If we look around, we will see that the most successful companies in the world are not just because of their business strategies but they also have profound stories behind them which instil a bigger picture and purpose to their work. If a business decides to share a vision and not only products or service, there are higher chances that the audience will subscribe to the business.
People would like to invest in human than in a company. Most of the financially successful companies are known for delivering financial returns and building people and society. It is both an ethical and strategic move for a company to humanize itself through sharing stories and inspire people.
3- Storytelling is a competitive advantage.
In today’s world, consumers are oversaturated with information, products, and services. But in the end, decision-making is more emotional than it is logical. Telling a good story can make or break and can differentiate one business from another. A business with an inspiring and remarkable story can win its audience and create profit. This ultimately helps in building its own brand.
4- Stories emotionally connect the audience to the business.
A good and inspiring story makes the audience think and feel in a way numbers, data, and presentations can not. Good stories tap into emotions and connect the audience genuinely with the business.