The Power of Storytelling: 3 Ways it can Elevate your Brand Visibility

I learnt about storytelling the hard way. As a Television Producer, I was in a daily morning meeting for a National television show and I had just pitched an item to a sea of blank faces. The editor then asked ‘What’s the story?’ I fumbled my way through an answer, the item never saw the light of day and I never went into that meeting again not having a full idea of the ‘story.’ 

Storytelling is ‘the art of conveying a narrative, often through spoken word or written text, with the purpose of entertaining, educating or inspiring an audience.’

‘We are all storytellers. We live in a network of stories. There isn’t a stronger connection between people than storytelling.’ Jimmy Neil Smith, Director of the International Storytelling Centre. 

It is that connection that is the reason storytelling has been a fundamental part of human life for thousands of years. 

In a world where we are exposed to information every hour of every day, a powerful story can stand out, become memorable and evoke a feeling that captivates its audience. These same rules apply when it comes to telling brand stories, and here’s three ways it can elevate your brand visibility.

1. Storytelling attracts your target audience. 

Building that know, like and trust factor with your audience will help to grow loyal clients. By providing them with insights into stories surrounding your brand, they will be more inclined to remember you next time they come to need services like yours. People like to purchase from people like them, so making your story relatable will attract the right customers, who will be more inclined to follow and support your journey. 

Questions to spark inspiration: 

• What inspired you to start your business? 

• What challenge have you faced that you’ve had to overcome? 

• What is the reasoning behind your brand values?
  

2. Storytelling can gain media attention 

Journalists and Producers are constantly on the lookout for interesting stories. Sharing your story could lead to media opportunities, if told or pitched in the right way. Seek out local opportunities to share your story, from podcasts, to radio, newspapers to community magazines. The more practice you get sharing your story, the more likely it will be picked up and the better prepared you’ll be if that media opportunity does come along. Remember, although it may feel like you’ve told your story a thousand times, many people will be hearing it for the first time. 

Questions to spark inspiration: 

• What is unique about your journey? 

• What has been the pivotal turning point for you in your life so far? 

• What transformation have you been on?

3. Storytelling amplifies credibility and validation. 

When looking to share personal or business stories, think about how that relates to the overall message you’re portraying. Make sure it’s a story that resonates with your audience’s goals or experiences, so that it will help foster connections and build relationships. Sharing your vulnerabilities, mistakes and lessons learnt, helps to build trust and will make you more human and credible. Sharing your story will also build your confidence, giving you the validation that what you have to offer is worthy. 

Questions to spark inspiration: 

• Which stories resonate with your overall business mission? 

• How would you do things differently if you had a second chance? What were the learnings from this? 

• Which stories reflect your audience's goals and desires? 

The next time you go to post on socials, write a blog or send a weekly email, think about sharing your story. 

Photos byMelanie Deziel onUnsplash, Photo byS O C I A L . C U T onUnsplash, Photo byFrederic Köberl onUnsplash, Photo byMelanie Deziel onUnsplash