Did you know that storytelling predates language? We’ve been telling stories since before we even had a cohesive language, which is a testament to how powerful stories really are. Let’s get this started by debunking a common misconception right here, right now: brand storytelling is more than what we put on our website or on our social accounts. It’s not a blog post, an article, a presentation or a logo. It’s something that needs to permeate every aspect of our business. It’s about connecting our values and our origin story to the business while allowing our audience to form a deep connection with the brand.
Over the years, brand storytelling has had its doubters, but today nobody can deny the competitive advantage it can bring to any business. The truth is, storytelling is oftentimes the reason behind a purchase decision. The old saying “facts tell, stories sell” has become even more true today, when our attention span is worse than that of a goldfish.
Think of storytelling as the reason your employees or team members work for you and not anybody else, and the reason your audience chooses to spend time on your business instead of someone else’s. A fantastic example of the power of storytelling comes from a middle school art teacher named Bre Pettis. In 2009, he started MakerBot – a 3-D printer company that helped people print 3-D objects that can be designed on any computer.
Unfortunately, Bre was having trouble convincing clients and investors that he could sell this, so he decided to implement storytelling in his business strategy. Instead of taking the logical route, Bre talked to investors about the impact his project could have and how professionals in the healthcare industry could save money by printing their own supplies with the tool. There was even a student who used the printer to make a prosthetic hand for himself. Five years after this, Bre sold the business for $604 million. When it comes to brand storytelling, there are 7 things to remember that will help you build and scale your business.
The 7 Steps to Powerful Brand Storytelling
1. Back up your storytelling with real psychology
2. Write your origin story
3. Reverse-engineer products from your story
4. Increase your sales with storytelling
5. Make your stories more persuasive
6. Choose the right stories to tell
7. Repurpose your content
Et voilà! Now you know the 7 essential steps to growing your business with the power of storytelling. If you’re not sure how to move forward, my team and I can help – our favorite thing in the world is diving into our clients’ stories and turning them into money and impact.*
*And playing with my sloth.
-The Branding Queen