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Jan 27

The growing importance of storytelling for your business

Reading Time: 3 mins

In the evermore competitive digital marketplace, it can be incredibly challenging to get your brand to stand apart from your rivals. While factors like adjusting your price point and targeting specific demographics, can help significantly, most companies are starting to realise that selling the story of your brand is hugely important.

It’s been something that can be witnessed at many of the world’s most dynamic companies. From tech giants like Apple to car manufacturers such as Tesla, a decent backstory is a great way to capture the public’s attention. But all of this storytelling is nothing new. Over the past 40 years, the gaming industry has grown to become one of the most prominent storytelling media. This has also been featured in the iGaming industry. Where adventurous explorers like Lara Croft and Rich Wilde in the Book of Dead slot game, help the player immerse themselves in the story and keep them coming back for more. We can now see how one industry can learn storytelling from the other, but what can you do to help tell the story of your brand?


Make It Personal

Whether you’re running a big company or a small enterprise, it’s always a good idea to put a face on your brand. That helps to humanise whatever company you’re running, and it will help potential customers identify that your brand is a collective of people who care about their product.

Take a look at Gwyneth Paltrow’s Goop brand who have been very careful to highlight the story of the brand. By doing so, it will help everyone understand what the company is all about, and why they are doing it.

You don’t have to be a Hollywood star to personalise your company successfully. Anything from writing a short personal history on your brand’s website, including short blog articles describing your latest endeavours on your company’s social media channels can all play a big part in helping customers join in the narrative.


Identify Your Brand Mission

Operating a business should be about much more than selling consumers products and services. Nowadays, consumers want to invest in products that they can believe in and know that they are making the world a better place as a result.

For example, Starbucks has cleverly sold us the narrative that they are doing more than just selling coffee. From their ongoing efforts to reduce their environmental impact to their bids to create their own Hear Music record label, Starbucks has succeeded in humanising their brand.


Be Visual

As a result, it provides a good case study in how you can make your own company a little more interesting for any customers. Think about what kind of person your brand would be, and make sure that you adjust everything from your company logo to the language used on your brand to make sure that ‘your person’ gets presented as a seamless package.

Visuals perform better when it comes to provoking emotions, and visual storytelling is an excellent way to connect with the customers. Whether it will be infographics, eye-catching visuals, arousing videos, you will need to tell your story and impress.

The growing importance of storytelling for your business


Be Proud Of Your Company’s Origins

Most businesses have to start somewhere small, and rather than hiding your modest beginnings, be sure to highlight your origins. By doing so, you’ll help customers identify the fact that you started somewhere, and they will be more than happy to join in your story as your company grows in stature.

It’s a theme that’s proven to be successful at many businesses. Even a multi-billion dollar global brand like Amazon is well known for having been started by Jeff Bezos from the garage of his home in Seattle. Similarly, we probably know more about Facebook’s Mark Zuckerberg and Microsoft’s Bill Gates from their personal stories than we do their companies’ sales pitches.

While a lot of this kind of backstory can be little more than myth-making, it shows how powerfully these stories can permeate the public’s consciousness. Even if your own brand’s narrative doesn’t see you becoming a multinational corporation, it will all help to make sure that your company stands out from the crowd.


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