They say that great communicators reach your head, but touch your heart. Stories are the fast-track
to the heart. So why are they used so seldom in business?
Storytelling is an incredibly powerful tool in business, yet it is often underutilized. Several factors
contribute to why it is seldom used:
- Fear of judgment or being vulnerable. Leaders may fear that being too transparent could
damage their reputation if they are seen as weak, instead of strengthening their credibility.
- Misconception about a story’s relevance. Unless done properly, telling a story leaves room for
interpretation, and some people worry that it could be misunderstood or seen as irrelevant to a
business context.
- Lack of skills or practice. The truth is, not everyone knows how to tell a compelling story.
Companies may not have the training resources to effectively incorporate storytelling into their
communication strategies. If so, keep reading, there will surely be some golden nuggets to help
you along!
Brand storytelling uses narratives to create an emotional, value-driven connection between your
customers and your brand. The most powerful stories are authentic and connect back to your brand
values.
Brands that live by their Archetypes have an advantage in that they often craft stories based on their
unique personality traits, their narrative, their tone.
- Stories ask: what would happen if …?
- Stories are about change (how & why things change)
- Stories show human truths: strengths, weaknesses, hopes, fears, dreams
- Stories give choices – and the consequences of those choices
The 5 key elements to every story: setting, plot, characters, conflict, and choice.
The most important thing to consider in your opening is the setting. How vividly do others see it? If
your listener can become an active participant in your start from the beginning, chances are they will be
engaged through to the end.
The second most important consideration is the conflict. Conflict is the change in status quo. It can be a
situational conflict, or a tension from circumstances or conditions. It can be an external conflict, or a
struggle that is prompted by an outside character. It can also be an internal conflict, which typically
happens with the main character’s thoughts, such as a moral dilemma or shift in philosophy.
A few key questions keep coming back from our audience. Here they are, with some considerations and
tips.
How can I start?
- Everyone has a story to tell
- Think about moments where something happened that showed a glimpse of who you are
- Consider a time when you
- felt a strong emotion
- did something you never thought you would do
- discovered something about yourself or someone close to you
- had a secret revealed
- found yourself saying: “I can’t believe this .. Of course I will .. You couldn’t pay me
enough to do that .. I dare you .. Had I known ..”
- The story does not need to be a monumental, life-altering situation. Small, micro-moments
make perfect stories, too. - When you experience something particular, add it to your storybank. Chances are that it can be
repurposed for future presentations.
How do I know a story is good enough?
- Are the stakes high enough?
- It is true? Authenticity cannot be acted, no matter how well you rehearse.
- Stories are about conflict / resolution, so the greater the conflict, the more captivating a story
becomes. - What was out of the ordinary?
- Did it shift the way you think, behave, or live? How did that moment change you?
- Was the outcome something others experienced as well?
- Stories with the most impact highlight outcomes or transformations – consider
What if I’m not the main Character in the story?
- It is recommended that you are an active character in your own story as this builds emotional
connection with your audience - But sometimes, the story is about the guide or the villain that enters your life
- It can be about your best friend, your colleague, your favorite Uncle
- If the story is based on a third party experience or historic event, try to find the parallel between that and your life or the presentation context
Consider storytelling as a way to build relationships, inspire loyalty, and leave a lasting impact. By
reflecting on the moments that shaped you, you can find narratives that truly resonate and elevate your
brand.
Storytelling is the heart of branding and the soul of human connection. We are, and have always been,
storytelling creatures. We understand our lives as a story and resonate with others who have similar
experiences to share.