Published
March 12, 2021
If you’re like most business owners, you know how important it is to tell your company story. It’s the story that helps potential customers understand who you are and what makes you different from your competitors. But many of them don’t realize exactly how telling their brand story can help improve their bottom line. This blog post outlines 14 reasons why a compelling brand story is crucial for a successful company.
A good brand story is like a personal connection between you and your customer. It's an emotional tie that makes them feel like they belong to something bigger. It's a way for them to join your mission, join the movement, and feel like they are part of something special. At its best, it's a rallying cry that galvanizes them around you and your vision.
When done well, a brand story helps companies attract the right kind of talent, hire the right employees, retain them, build new products or features customers want, raise funding for new ventures, defend against a competitive threat, or enter a new market. The authenticity of human connection adds to the culture. The effects are felt everywhere, from digital marketing to customer service.
A great brand story is like an influence, a force for good. It has the power to inspire, motivate and lead others in their pursuit of a better life. It makes them feel alive and hopeful, not just about themselves but also about other people. In short, it reminds them of what's possible—what they can be or do—simply by believing in what you believe.
People buy from companies that give them good feelings inside; that's why a brand story matters so much. You can tell people about your company all day long, but if you don't invite them into a meaningful story, they won't care for very long. Just as a B movie comes and goes without leaving a lasting impression, so will your brand.
Storytelling goes back to the first campfires. It's a natural way for people to communicate. A story connects humans through a shared experience they can bond over. When people share a story, they share more than words and facts—they share values and experiences. They share an emotional bond that forms the foundation for a successful relationship.
Stories have the power to sway people's opinions, inspire them, or fill them with fear—often without their even realizing it. The best stories are simple and easy to understand, then have layers of depth and meaning people can explore if they want to dig deeper. A good story has the power to make people believe.
An idea is only as good as what you can do with it, but a story has creative power in and of itself. It frees your imagination. It reminds you of who you are (your values) and why you do what you do (your mission). A story is more interesting than an idea because it tells about characters trying to overcome obstacles to reach their goals. For example, this passage about brand storytelling casts potential customers as the struggling hero and StorySimple as the guide who will help them win the day:
Most companies today have a hard time communicating their brand story. The problem is that most business people aren't experts in the art of storytelling. It's difficult for them to create a clear message that connects with customers on an emotional level. StorySimple helps companies create a strong brand story so they can share what sets them apart from their competitors.
These days, there is an endless supply of messaging vying for people's attention. A story is more about identity than advertising. The best storytelling comes from honest voices that mean something to your customers. You are not trying to convince people of what you believe but rather capture potential customers' attention by telling a good story.
Writing a quality story has the power to make a piece of content more shareable. It's compelling. It builds on your brand's identity and values, setting the narrative in a larger context so your audience can see themselves as part of it. Use stories in every type of content for all types of customers.
To be a good storyteller, you need to have something meaningful to say, both editorially and emotionally. You must have your unique voice and perspective. You don't need pitch-perfect writing or dazzling visuals—a good story directs your audience's attention with powerful messages that transcend words alone.
Use powerful stories instead of sales pitches. When you show your brand to the world, you should do so in an interesting way. Captivate your prospects' attention and entice them to explore further to learn more about what you offer. Every business that wants to build a strong brand must have a compelling story behind it.
A great story has an emotional impact—it creates a response, like empathy or excitement. Storytelling shows people your brand's goals, as well as its purpose and reason for being. Take time to articulate your mission and vision. It's impossible to tell a story if you don't know what you stand for.
People are wired to learn by experience. They learn by doing. If you want to share your personal experience, tell a story about it. People crave new stories about the world they live in—especially the world of business. They want to hear your point of view and learn more about how things work.
Storytelling can work for virtually every company—from startups to consumer product brands to Fortune 500 companies. Your stories don't have to be elaborate or even exceptionally well-written to make a positive impact on your business. The key is to be clear and tell a story about your customers as the star of the show.
StorySimple is your one-stop-shop for story-driven copy, content, websites, and sales funnels. Created with ❤️ by StoryBrand Certified Guides.
