How can you promote your business through the power of storytelling
Customers are increasingly moving away from what might necessarily be the least expensive option and towards companies with whom they can relate, and whose ethics they can align themselves with.
When they hear stories about single parents who have risked everything to set up a business and make a success of themselves, people no longer see this as a cry for attention and a sob story; they feel empowered to support this business in their fight against established brands for market share. In an age of austerity, these stories resonate even more with ordinary people’s everyday struggles.
Why does storytelling help?
In every crowded market, more and more brands are looking for ways to stand out amongst their competitors. More and more, businesses are using the power of storytelling to shift the focus of the brand, not just looking at what they’re doing for customers, but why they’re doing it in the first place.
Storytelling works by adding a relatable, often inspirational character to your brand, shifting the focus from being a largely faceless organisation, into a success story that people will want to get behind.
How can you do this for your business?
First of all, you need to discover your own story, go back into the history of your organisation and find what makes your business unique. If you’re a small, family-owned business that shouldn’t be too hard, but if you’re a huge corporation, you need to cast your mind back to when you were just starting out. Every business, no matter how large at present, started out as an idea in someone’s mind.
It’s important that you never take more than the slightest artistic licence with stories such as this. If people were to find out you’re fabricating your brand’s history for PR purposes, it could backfire spectacularly.
Secondly, you need to tell your story, the struggles and tribulations included, in a way that inspires people. If you’re on your road to success, make people want to help you get there quicker by supporting you. If you’re already a market leader, remind people that you started out from nothing, and convince them that they could do the same.
Finally, deliver your story in a medium that isn’t patronising. Don’t tell the story of your great-grandfather’s first market stall from your glass-walled office on the 18th floor of your skyscraper. Think about how you convey the messages you want to convey very carefully.