Originally published July 19, 2022 , updated on July 26, 2024

Since the dawn of time, humans have been telling stories. There’s evidence of this in ancient Egyptian hieroglyphics, cave paintings, myths, legends, and fairytales that have been passed down from generation to generation. 

We’ve learnt lessons from tales like Aesop’s fables, and they’ve transcribed meaning into our lives. This modality of communication elicits an emotional response because it causes us to relate to the subject’s experience. Sharing stories is a fundamental form of human communication and continues to shape how we engage with the world today.

Though the essence of storytelling remains, the expression of stories has evolved through time and culture. Stories have shifted from word of mouth to print to online media. But no matter the change in format, one aspect of storytelling retains its importance – narrative. People understand and remember information when it includes a narrative and timeline that they can comprehend.

The importance of storytelling is not lost in the context of business – all brand building begins with a good story. When done well, stories can create a powerful and lasting impression on your audience. This can help to build loyalty, win your consumers’ hearts and minds, and boost sales. 

By making use of the business storytelling services, you will be investing in content to demonstrate brand identity. Great content can raise the perceived value of your brand and help you acquire new customers. 

Too many businesses neglect this critical marketing strategy. But storytelling lets you position your brand in a way that consumers can relate to, and it serves as an opportunity to showcase your purpose authentically. Household brand Deloitte found that purpose-driven tend to grow three times faster and enjoy a larger market share. 

Here’s how professional storytelling services can grow your business.

Stand Out From Your Competitors by Using Storytelling Services

Content is everywhere. With the rise of the internet and social media, billions of pieces of content are uploaded and shared daily. Some of it is great. Who doesn’t love a good cat meme? But a lot of it is noise that overstimulates consumers. The trick as a business is not to become part of the noise. 

A good story can make you stand out in your market and raise your perceived value. If your competitors are telling a story better than you – then they’re most likely winning the marketing war. Stand out by using professional storytelling services to become part of your consumer’s emotional decision-making process. 

Think about Apple and its incredible back story. This company had humble beginnings. It was the vision of two college dropouts – Steve Job and Steve Wozniak, who had the idea to make a computer small enough for people to have in their homes. Apple started in a garage and grew into an enormous corporation. The tech giant’s long-established storytelling history has turned it into the brightest star in its industry. Now, owning an Apple product has become a status symbol; despite being a more expensive product. The brand’s incredible storytelling ability has made it stand out, and Apple has unmatched customer loyalty as a result

This is proof that storytelling is great for sales. 

Drive Brand Loyalty With Emotional Connections

As humans, we all crave connections. Part of this connection is using storytelling to make sense of what’s going on around us. When we speak to our friends and family, we tell stories about memories. We use them to entertain, substantiate a point, to create connections. It’s this last point that we want to hone in on. 

A great story elicits an emotional response that makes us empathise with the subject. It establishes a connection that lasts long after the story is over.

Your business should not be afraid to tell its full story to establish this connection. It may mean getting a bit vulnerable by sharing the setbacks and failures you’ve encountered along the way. Teach your consumers what you learned from your mistakes, and you’ll resonate with them more profoundly. This will make you more relatable to your audience, resulting in a stronger connection. 

The more your customers can relate to your story, the more likely it is to drive brand loyalty. When a consumer connects, they remember and stay loyal to your business. 

Communicate What Makes You Human

The best companies out there don’t act like corporations out to churn money. A strong link exists between brand success and a company’s ability to show empathy and understanding. Wouldn’t you feel more of an affinity towards a brand that conveyed more human characteristics than one that was almost robotic and devoid of emotion?

It’s companies with good back stories that make a lasting impression. They showcase their higher purpose and have a lot of meaning in their actions. Similarly, if your brand has the vision to change the world or to improve people’s lives, then you need to make it known. 

Do you remember why you started your company? What problems did you want to solve for your customers? The answers to these questions will help you to craft the message that needs to be told with your story. Storytelling services will add that human element to your company. It will show that your business is more than a product or service provider. 

It can be challenging to craft a coherent and relatable brand narrative, especially with a niche audience. Solve this challenge by using a trusted business storytelling service to craft the marketing materials that your audience will subscribe to. An established business storytelling service provides writers that are skilled at weaving together all the elements of your brand story and industry context into something that impacts your intended audience. 

A Social Imperative

Modern businesses have a social imperative to make the world a better place. Business is not merely about profits. Uplifting society and taking on a social responsibility is highly important to modern consumers, and it should be for you too. 

If your company feels strongly about giving back to the community, helping those in need, or doing charity work, this is yet another element that should form part of your story. This is an excellent way to showcase what you stand for and what difference you are trying to make in the world. Incorporating corporate social responsibility into your brand’s narrative indicates that you are more than a brick-and-mortar institution. It showcases that you have the well-being of human beings at the forefront of your vision and that your business aims to contribute to society positively.  

Find out more about some of the inspiring brands that have humanised themselves with their stories. 

Business Storytelling Services Form Part of a Good Marketing Plan

A story doesn’t mean much for your brand if it’s not done with effective marketing communication in mind. Professional storytelling services offer your brand a team of expert copywriters and editors that will captivate your audience while ensuring that your company message is clear. 

It’s not always about the hard sell, but your product and service and the inspiration for offering them need to feature in your narrative. This is best left to the professionals. Their help will guarantee a consistent message that forms part of a longer-term marketing strategy. 

With an established team of professional storytellers behind you, your story will form a blueprint of organised content that bolsters the success of your marketing strategy. Each narrative created will be done so with intention, adding value to your company and promoting your success. 

Trust the professionals to help you get your mission and purpose across to your audience with storytelling. Business storytelling services will help you capture your customer’s hearts and grow your business organically.

What are you waiting for? Tell your brand story with the expertise of Goodman Lantern. 

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