​

In a January 2018 article by Mike Kappel a contributor at Forbes Magazine ( 5 Essential Tips for business storytelling) Kappel writes, good business storytelling gives a compelling reason for consumers to buy from you. A good brand can inspire trust between your business and customers, employees, and suppliers.

Owning a small company, knowing how to tell your business story needs to be a crucial part of your operations. A brand story has a strategic purpose aimed towards drawing people in. To perfect your story, try the following tips.

Set the Parameters

Your business story should be engaging. But if it doesn’t have a clear focus, you’ll quickly lose the attention of consumers. Establish context right off the bat.
 

Parameters will help you develop an engaging story that makes sense to your audience. Set the scene so that consumers know exactly what you’re talking about. Most importantly, establish why you’re telling them this story. This will guide the audience through the narrative and hook them all the way to the end.
 

Be Authentic

Authentic storytelling is key to gaining consumer trust. Don’t try to fool your audience with an over-the-top tale. Customers know when you try to pull a fast one on them, and they don’t appreciate it.

Your business’s story doesn’t need to be elaborate. In fact, if your business doesn’t have an earth-shattering history, your story shouldn’t try to create one. A genuine narrative is more likely to connect with consumers than one without a shred of truth.
 

Transparency celebrates your uniqueness and acknowledges the human aspect of your brand. Recognize that things are not always easy by showing your own challenges and failures. This creates an emotional connection, as well as reveals admiral characteristics, like innovation and resilience.
 

You might want to take an “open book” approach to communicating with customers. Explain how things are made/done at your business. For example, you might use all local ingredients at your restaurant. Use these details to create an interesting story.

 

Have A Clear Outcome

A great business story leaves your audience with something. What lesson was learned in the story, and what should consumers learn from hearing it?
 

Business stories should have a clear outcome. Provide a hopeful, thought-provoking message with actionable points that compel your audience to connect with your brand.
 

The story gives an idea of who we are and where we come from. The outcome sparks confidence in our offerings and values. You can use your business’s real-life outcomes to convey a message to your customers.

 

Be Consistent

A disorganised brand story leaves customers confused and uninterested. Make sure your brand is consistent across all communication channels. Use the same colors, logo, and slogan for digital and print marketing materials. The repetition of images and verbiage associated with your business creates brand awareness.
 

You need to be consistent when speaking about your brand. Business storytelling takes practice. Know the story inside and out before presenting it to customers. This will help you tell the story naturally.

 

Get Customers Involved

Use business storytelling to strike an emotional connection with customers. Talk about how an event related to your business affected you and what you learned. This creates an immediate response that makes your story memorable and shareable.
 

People like to be a part of stories. Your customers can be characters in your brand. Come up with ways to get your audience involved.
 

Telling the story of your brand is an ongoing process. Each day, your business grows, shifts, and adds new chapters to its story. Make business storytelling an essential part of your operations to attract and retain customers.

*Credit: Mike Kappel, Forbes Magazine 17 January 2018