Why Storytelling in Business Is Important

By: Mary Anna Rodabaugh in Business Storytelling
on May 10th, 2021

If you own a business, then you must know that you are the keeper of your business’s story. Every business was founded by a vision. Most businesses have established a mission and values that carry over to clients, consumers, and employees as well. You likely have a brand promise, something your entire organization embodies and calls upon when it comes time to market your business. These are all important elements of your business’s story. Now it is time to put them together, evoke emotions, and tell the whole story. You can accomplish this through business storytelling.

Business Storytelling Is Like Brand Storytelling but More

Brand storytelling helps create context and emotional engagement around your products and services. Business storytelling does the same for your business, aligning your brand, your core values, and your vision. When you are driven to create a greater, more positive impact, business storytelling can help you build your brand and expand on your core purpose. It can even help you identify your core purpose if that feels uncertain.

Stories teach us things. Stories make us feel emotions. Stories inspire us. This is as true for memoirs as it is for business storytelling. Businesses strive to make an emotional connection with their clients and consumers, both to build trust and to maintain the relationship. What better way than to engage in business storytelling?

Do you want to tell the story of your business? 

Business Storytelling Elicits Alignment

Ask any employee to recite your mission statement or name three of your business values, and they would probably succeed. But do they take ownership of the mission and values? Is there relevancy and significance between the business mission and values and the employee’s contribution? You might not know the answers, but storytelling can help.

Business storytelling elicits alignment where everyone in your business is a part of your business story and brand vision. Like cogs on a wheel, every “character” has a purpose, and your business story will bring that to light.

Business Storytelling Fosters Connection

In addition to building alignment with your employees and your mission, business storytelling, in its true impactful and emotional nature, will undoubtedly foster meaningful connections across departments, vendors, stakeholders, consumers, and everyone in between. Humans have been using storytelling to foster connections since the beginning of time. Legends were passed down orally from our ancestors. The marketing, sharing, and celebrating of your brand is no different.

Why? Because you’re not just marketing. You’re sharing your core purpose. That takes guts and vulnerability.

“When you are driven to create a greater, more positive impact, business storytelling can help you build your brand and expand on your core purpose.”

Business Storytelling Is a Journey

Business storytelling is not a billboard. It is not a digital ad you place on a website. It is not a flyer, brochure, mailer, email blast, or social media post. Storytelling is a journey because it challenges you and your constituents to look deep inside the soul of your business to determine your why. It is an expedition to discover what aspects of your business make you unique and how your brand story connects with your clients and consumers. You’re going to uncover things along the way. It may inspire you to make changes to your business.

In business, storytelling is never a one-off because as long as you have a functional, living, breathing business, there is no end to your business’s story.

Business storytelling is immensely important if you want to connect with your clients and customers on a deeper, vulnerable, emotional level and earn their trust, their gratitude, and their loyalty.