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Derek Simpson PhotographyStorytelling conveys purpose, and businesses with purpose are the ones that ultimately stand out and capture consumer’s hearts and wallets.
Storytelling is a powerful business tool and a skill that every business that wants to build a powerful and lasting brand should master.
We have been telling stories for as long as we’ve been human–they are an absolutely essential part of our day-to-day communications. When done well, storytelling can do wonders for a business: such as turn a brand into a legacy, create a robust marketing strategy, generate profit, and win the loyalty and affection of audiences, to name some.
I spent a year traveling the world and building a brand around storytelling, as well as working with clients to help them tell their story, and I was amazed by how many businesses completely lack a clearly communicated story that positions their brand, vision, and values. Storytelling conveys purpose, and businesses with purpose are the ones that ultimately stand out and capture consumer’s hearts and wallets.
Here are four reasons why businesses looking to grow need to cultivate a strategic storytelling practice:
A clearly communicated story is the backbone of a strong marketing strategy
While every business has a story to tell, too many fail at doing so with marketing communication that is clear, captivating, and effective. I frequently work with clients who have grandiose ideas, visions, and dreams for what their brand should convey and stand for, but when it comes to communicating this story via their online channels, the content is confusing, ambiguous, and inconsistent.
Businesses should invest in developing a clearly communicated story for a couple of reasons: first, stories create a blueprint to organize content that would otherwise feel scattered and random. When a brand’s marketing strategy is created under a story, every piece of content produced should ideally have an intention, value preposition, and feed up to and support the business’ overarching vision.
Secondly, a brand story helps simplify the complexities of a vision and conveys a business’ purpose to the outside world. As John Kotter and James Heskett demonstrated in Corporate Culture & Performance, companies that convey purpose and value can outperform their counterparts in stock price by a factor of 12 and have a profit performance ratio 750x higher than companies without shared values.
In other words: having purpose and values as a business sells, but to do that, they need to be communicated with a story that captures people’s attention.
Derek Simpson PhotographyThe ability to tell a good story is essential and can make or break how well a business differentiates itself in the market as well as makes a profit.
Heartfelt storytelling is both profitable and human
The most successful companies in the world have profound stories behind them (often deeply tied to their founders) that instill a sense of bigger purpose and meaning into what they do. For example, Apple, Tesla, and Google are so much more than companies – they are legacy brands created by visionaries who aspire(d) to change the world.
Perhaps a business doesn’t aspire to be the next Apple, but it is worth asking–should the business just be a product or service provider, or a vision that an audience believes in and subscribes to?
It’s no coincidence that these mentioned brands have been ranked amongst the top 10 most empathetic companies in the Global Empathy Index, and are amongst the most profitable and fastest growing in the world. Additionally, the top 10 companies on the index generated 50% more earnings and increased in value more than twice than those in the bottom 10, showing that there is a strong link between empathy and commercial success.
People would rather invest in a human than a company, and in fact, some of the most admired and financially successful companies are known for delivering financial returns and building people and society. It is both an ethical and strategic move for businesses to do the best they can to humanize themselves through their messaging… and mean it.
">Derek Simpson PhotographyStorytelling conveys purpose, and businesses with purpose are the ones that ultimately stand out and capture consumer’s hearts and wallets.
Storytelling is a powerful business tool and a skill that every business that wants to build a powerful and lasting brand should master.
We have been telling stories for as long as we’ve been human–they are an absolutely essential part of our day-to-day communications. When done well, storytelling can do wonders for a business: such as turn a brand into a legacy, create a robust marketing strategy, generate profit, and win the loyalty and affection of audiences, to name some.
I spent a year traveling the world and building a brand around storytelling, as well as working with clients to help them tell their story, and I was amazed by how many businesses completely lack a clearly communicated story that positions their brand, vision, and values. Storytelling conveys purpose, and businesses with purpose are the ones that ultimately stand out and capture consumer’s hearts and wallets.
Here are four reasons why businesses looking to grow need to cultivate a strategic storytelling practice:
A clearly communicated story is the backbone of a strong marketing strategy
While every business has a story to tell, too many fail at doing so with marketing communication that is clear, captivating, and effective. I frequently work with clients who have grandiose ideas, visions, and dreams for what their brand should convey and stand for, but when it comes to communicating this story via their online channels, the content is confusing, ambiguous, and inconsistent.
Businesses should invest in developing a clearly communicated story for a couple of reasons: first, stories create a blueprint to organize content that would otherwise feel scattered and random. When a brand’s marketing strategy is created under a story, every piece of content produced should ideally have an intention, value preposition, and feed up to and support the business’ overarching vision.
Secondly, a brand story helps simplify the complexities of a vision and conveys a business’ purpose to the outside world. As John Kotter and James Heskett demonstrated in Corporate Culture & Performance, companies that convey purpose and value can outperform their counterparts in stock price by a factor of 12 and have a profit performance ratio 750x higher than companies without shared values.
In other words: having purpose and values as a business sells, but to do that, they need to be communicated with a story that captures people’s attention.
Derek Simpson PhotographyThe ability to tell a good story is essential and can make or break how well a business differentiates itself in the market as well as makes a profit.
Heartfelt storytelling is both profitable and human
The most successful companies in the world have profound stories behind them (often deeply tied to their founders) that instill a sense of bigger purpose and meaning into what they do. For example, Apple, Tesla, and Google are so much more than companies – they are legacy brands created by visionaries who aspire(d) to change the world.
Perhaps a business doesn’t aspire to be the next Apple, but it is worth asking–should the business just be a product or service provider, or a vision that an audience believes in and subscribes to?
It’s no coincidence that these mentioned brands have been ranked amongst the top 10 most empathetic companies in the Global Empathy Index, and are amongst the most profitable and fastest growing in the world. Additionally, the top 10 companies on the index generated 50% more earnings and increased in value more than twice than those in the bottom 10, showing that there is a strong link between empathy and commercial success.
People would rather invest in a human than a company, and in fact, some of the most admired and financially successful companies are known for delivering financial returns and building people and society. It is both an ethical and strategic move for businesses to do the best they can to humanize themselves through their messaging… and mean it.
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