Success in business hinges on one critical factor: storytelling. Discover how storytelling shapes brand identity, builds connections with customers, and empowers every employee to contribute to your brand's narrative.
We are all storytellers in one way or another. As humans, our lives exist in stories. Every time we recall a memory, share a lived experience, or dare to dream, we are engaging in storytelling. After all, history is the storytelling of humanity’s past, and dreaming is the storytelling of our hopes for the future.
You might be wondering, ‘Okay, but how does this relate to business?’ don’t worry; we’re getting there, I promise. But first, you need to understand why storytelling matters and then how to do it well.
We often think of storytelling in traditional terms—a writer, a narrator, an actor. But what about marketing strategists, salespeople, and customer service reps? They all tell and listen to stories, helping to connect with customers on a deeply human level. In business, storytelling is the foundation of how brands connect, engage, and transform.
At HubSpot’s Inbound24, storytelling was a central theme in many sessions. Josh D’Amaro, Chairman of Disney Experiences, spoke passionately about how there are “more stories to tell, more places to go, more dreams to realise.” He emphasised that stories must be brought to life with deep belief and emotional connection. He said, "Audiences respond when you believe in your story with passion.”
So how do you tell your story effectively? There isn’t a rinse-and-repeat formula, but here are 5 things I’ve learned about storytelling through my journey as a content writer:
1. Know Your Story
The foundation of effective storytelling is knowing your story inside out. This doesn’t mean making meticulous notes about where, when, who, and how. While knowing that has its place, it’s more important to understand the why. What is the core message or the heart of your brand’s narrative, and why does it matter? Whether it’s a personal anecdote or your brand’s history, understanding what makes your story unique is crucial. What difference does it make in the lives of your customers, your colleagues, and yourself?
Knowing isn’t the only facet, though. Belief plays a large role, too, as sappy as that may sound. To tell a great story, you must fully believe in it. Your passion for your story will shine through and engage your audience. It’s important to care deeply about the projects you’re working on.
As Dr. David A. Thomas, President of Morehouse College, explained, “You have to understand the soul of the place.” In the same way, brands and individuals must understand their story’s essence and believe in it with their whole being before they can share it.
2. Embrace the Humanity of Your Story
People connect with stories that are real and relatable. No matter how well you articulate a story, if it’s not real, it won’t connect with anyone. Customers can spot inauthenticity from a mile away, so always stay true to your story.
It’s tempting to want to package your story in a neat box wrapped in inspiration and success. But it’s more valuable to share what’s inside that box; the good, the bad, and the lessons you’ve learned from challenges and victories alike.
Every brand, at its core, is built on human dreams, struggles, and aspirations. The stories of how a brand was founded, the challenges it faced, and the dreams that fueled it are powerful ways to connect with audiences. Embrace the humanity of your story—don’t shy away from showing the imperfect, flawed aspects that make it relatable and authentic.
3. Show Up Authentically—Your Personal Story Matters
Your personal story shapes how you tell the story of your brand. Being authentic in sharing your personal experiences fosters trust and connection. Many of us think that we need to completely separate our personal selves from our professional selves. I know I thought that for a long time, and it took a lot of self-reflection and willingness to learn to understand that my personal story matters because I matter as a human. No matter how much we try to separate our two selves, we can never stop being human. And neither can our customers.
You cannot separate the humanity from your brand. Businesses often shy away from emotions, but in reality, emotions are what make stories stick. As Josh D’Amaro said, “Audiences return to the brands they know, love, and trust.” That trust starts with an emotional connection.
Now, this is where your personal story comes into play. At Inbound24, several speakers highlighted how personal stories often mirror the brands we create. I can’t tell the story of my brand unless I can tell my own in the same way. Think of it this way: I have learned how to tell stories authentically because I have practised through telling my own.
This can be uncomfortable and scary. But great storytelling doesn’t happen when you’re comfortable. It requires creativity and the willingness to step outside of your comfort zone. As Jay Schwedelson said, “If you aren’t scared, nervous, and uncomfortable, then you aren’t trying.” Being bold and daring in your storytelling can create unforgettable emotional connections.
4. Not Everyone Will Understand Your Story. Make Peace with That
Not everyone will connect with your story, and that’s okay. You aren’t telling your story for everyone; you’re telling it for those who will resonate with it. Trying to please everyone often results in a watered-down message that doesn’t resonate with anyone.
In storytelling, you need to be comfortable with the fact that some people just won’t get it—and that’s part of the journey. Instead of focusing on crafting a story for the whole world, we dig deep into who we actually want to hear our story. That’s why we have target audiences and buyer personas because we take the time to know who will get the most out of our story.
5. We All Play a Part In Telling Our Brand’s Story
Storytelling is not a solo endeavour, especially when it comes to brands. Every employee, partner, and stakeholder contributes to the brand’s story. Glenda McNeal, Chief Partner Officer at American Express, emphasised the importance of collaboration and partnerships in storytelling: "Every employee has a story to share; bring those experiences to life to make meaningful connections with your audience.”
Every employee, regardless of their role, is a storyteller within your brand’s larger narrative. Understanding your unique role in telling your story amplifies your brand’s authenticity.
For example:
Strategists are the architects behind storytelling efforts. They map out how your brand’s story will be communicated across various touchpoints, ensuring that every interaction—whether digital or personal—reinforces the same core message—the authentic story of your brand. They also identify the best ways to align the brand’s story with the customer journey, constantly adjusting to maintain authenticity and relevance.
Marketers are perhaps the most obvious storytellers through content, social media, and other forms of communication. They tell stories that connect with different audiences—sharing the brand’s vision, mission, and values in creative ways that inspire engagement. Marketers breathe life into the brand's identity by consistently shaping narratives that show customers how the brand aligns with their needs and aspirations. They tell the first part of your story.
Salespeople use storytelling to build rapport and create emotional connections with potential customers. They don’t just sell products; they share aspects of the brand’s story that resonate with the customer's pain points. This bridges the customer's problem and the brand’s solution. By aligning their conversations with the overarching brand narrative, salespeople build trust and bring the brand to life in a way that data sheets and sales pitches alone can't.
Customer service reps play a crucial role in the brand's story by listening to customers' experiences with the brand. They are on the front lines, gathering real-time feedback and using these insights to strengthen the brand narrative. When a customer shares a concern or issue, customer service reps have the power to reshape that interaction into a positive aspect, collaborating with them to find a solution that aligns with your brand's story.
Together, these roles and those I haven’t specifically mentioned cohesively tell the story that keeps the brand's narrative alive and thriving.
The Everlasting Power of Storytelling
Stories define us, shape us, and connect us. Whether personal or brand stories, they are the heart of transformation, human connection, and life itself. For brands, storytelling isn’t just a marketing tool—it’s the essence of their success. As Ryan Reynolds, actor and co-creator of Maximum Effort, reminded us at Inbound24, "Joy is the great unifier of the world," and storytelling brings that joy to life.
When you believe in your story, you tell it differently. You tell it with authenticity, courage, and heart. It starts to matter to your customers, and that’s when we see success come to life.
That brings us full circle because, in the end, that’s why the success of your brand hinges on your storytelling.
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