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  • Spencer Campeau

How Storytelling Can Help Your Business Grow

Stories have the power to move us, inspire us and connect us. We listen to stories for entertainment, to find meaning in our lives and to be inspired by others' experiences. In marketing, storytelling has become an essential tool for creating brand awareness and building a relationship with your audience.

While many brands are still skeptical about the value of storytelling in their marketing strategies, there's no denying that it has come into its own as an industry standard. If you're thinking about telling your brand story as part of your next campaign or looking for inspiration on how other companies have done it well—read on!

Storytelling can be used in different ways to build a brand and grow an audience.

Storytelling is a crucial marketing tool. It's not just used to build a brand or share information, but also to grow an audience and increase sales.

With storytelling, businesses can:

  • Build a brand and gain credibility by demonstrating why the company exists, what it does for people, and why customers should care about it.

  • Win over audiences with emotional stories that connect them with their products or services.

  • Create innovative ways for customers to share their experiences with each other—and spread positive word-of-mouth about your business!

The rise of storytelling as a powerful marketing strategy.

Storytelling is a powerful marketing strategy, and it has been used for thousands of years to connect with people and build brands. When you tell your stories in an authentic way, you can grow an audience, make a difference, and even change the world.

One way that storytelling can help your business grow is by building trust with your customers. People want to do business with those who have their best interests at heart—and they'll be much more likely to buy from you if they know that you care about them as people first.

This doesn't mean you have to share all of your deepest secrets or personal struggles! It just means being open about who you are outside of work (without sharing anything too personal).

You could also share what inspires you in life, what keeps you up at night (or whether or not it does), and how that translates into how well-crafted products are made within each company's walls."

The power of stories

The power of stories is undeniable. They have the ability to engage, inspire and motivate people in ways that other mediums can't. A well-told story has the potential to transform your audience, creating loyal customers who'll be eager to share their experience with others.

When you hear a story, you can empathize with it because it's relatable and easy to understand -- even if it's not something that happened directly to you or someone close to you. Stories are memorable; they stick in people's minds long after they've heard them -- which means they're also easy for others to share later on down the road!

And because stories are so easy-to-remember (and therefore simple), they're also an effective way of teaching new information or concepts -- like how your product works!

Develop your brand story.

A brand story is a narrative that tells the story of your company and its mission, vision and values. It inspires people to get behind your business because you’re doing something meaningful, making an impact in the world.

Your brand story helps guide all aspects of how you develop your business by including:

  • Your purpose or cause (why are you doing what you do?)

  • Your vision for the future (what do you want it to look like one year from now? Five years from now? Ten years from now?)

  • The value(s) that will drive success in achieving that vision (what makes customers choose your products over competitors’?)

How to tell your brand story

You've heard the stories: Apple, Nike. These brands are known for their great storytelling. But how do you know if your brand story is even worth telling? According to Forbes, "Storytelling is one of the most important ways we communicate, and it’s something that can be done in many ways — in person, on social media and digitally."

So what are some of the benefits of telling your brand story?

  • Use a narrative instead of hard sell tactics. People love stories because they can connect with them on a personal level; facts and figures don't have this same effect. A good example is how Chipotle used its food poisoning scandal as an opportunity to tell its customers more about where their ingredients come from by releasing an animated short film called Back To The Start . This strategy showed customers that the company was invested in transparency, allowing them to trust Chipotle again when they needed it most.*

  • Tell stories about others so people will want to hear yours too! When you create content around other people's experiences or interests (e.g., "How YouTubers Streamline Their Days With LA's Best Coffee Shops"), you're creating a community of content that resonates with people who share those interests.* You'll gain engagement from users who would normally never interact with your brand because they were unfamiliar with your values or mission statement.* As humans we naturally gravitate towards people whose values align with ours; by sharing other people's experiences/stories through social media platforms like Instagram Stories (which allows users unlimited uploads), Facebook Live videos (which has 4bn views per day) and Twitter Moments (which has 5m followers), we're able to reach audiences who wouldn't typically interact with our products because they weren't aware of us before now!

Figure out the core of your story.

When you're trying to figure out what your story is, it's important to make sure that it's not too long or complicated. In other words, you don't want your audience to lose interest.

So what is the core of your story?

This is something that will help define who you are as a brand, business and/or product. It may be as simple as: "Our mission at XYZ Company is to provide affordable health insurance for everyone."

Or maybe it's something more complex like: "XYZ Company was founded by two young entrepreneurs in their 20s who were inspired by their parents' struggle with finding good healthcare coverage themselves."

Identify your audience.

Before you can tell a story that resonates with your customers, you need to know who they are.

In order to create a story that will captivate your audience and win their hearts, you have to know what makes them tick. What do they care about? What keeps them up at night? What’s their biggest problem? How can you solve it for them?

  • You need to know the answers before your audience does. In other words: Know yourself before knowing others. Once you understand yourself and what makes sense for your business model and audience, then let go of any preconceived notions or assumptions about who or how people should be engaged with content/product/service offerings from businesses like yours.

Break down your key messages.

Once you know what your key messages are, it’s time to break them down even further. The goal is to make sure that each message is clear, concise, and easy to understand by your audience.

If you’re struggling with this step in the process, just think about how you would explain something complex like a business strategy or product feature to your mom or grandmother (or both!). If they could easily grasp the concept after one short conversation with you, then it should be no problem for someone else who doesn’t know as much about your industry.

The next step will be creating content based on these key messages and using them across all communication channels—from email marketing campaigns to social media posts—to ensure consistency across all communication channels.

Use the right communication channels.

As a business owner, you probably already know that you need to be in front of your customers and prospects. But how can you reach them in the right way? You have many options—so many that it might be hard to know where to start.

First, consider what kind of communication channels your target audience uses most often. If they're on social media, make sure you have a strong presence there; if they're more likely to engage with email newsletters or webinars, make sure those are part of your strategy too.

And don't forget about content marketing! You can create blog posts and ebooks that will attract new visitors who may not have been aware of your company before and turn them into loyal customers over time.

A successful content strategy is key because it helps establish credibility for the business by showing potential customers how experienced its team is—and gives them an idea of what kind of value they'll receive from working together.

Be consistent with your story telling.

Consistency is key to your story. It's also important in all your other marketing strategies, including your brand identity and strategy. But if you want people to remember the story you're telling—and why it matters to them—you need to make sure that every piece of content you create has this consistency in mind.

Consistency is especially important when it comes to stories about how you've changed for the better as a company or as an individual (or as a team). When someone comes across one of these stories about how much more ethical or environmentally friendly or customer-driven your company has become, they will know it's real because everything else about what they see from you feels authentic and consistent with who you've been and said all along.


Storytelling is a powerful tool for building trust, gaining new customers and growing your business. When you’re selling a product or service, storytelling can help close the sale on both a personal and professional level. And as we’ve seen here, storytelling can do more than just sell products—it can inspire consumers to buy into what you’re selling.

Take these tips into consideration when crafting your next story!

If you're looking for help developing your brand story or have any general questions in regards to creating brand story and strategy, feel free to contact us. We're always here to help!

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