Storytelling has been around since the dawn of man. There’s a reason why, too: Storytelling is by far the most effective form of communication, as entrepreneur Scott Crockett, Everest Business Funding CEO, explains.
Effective storytellers are able to get their point across to their audience because people can relate to stories.
In business, brand storytelling is a true art. It’s essential to create emotional connections with customers, often leading to more conversions.
Below are some ways that you can learn how to authentically communicate your brand’s values, mission, and journey through storytelling to drive customer loyalty and growth in 2024.
Create Your Brand’s Story
Many companies write mission and vision statements that help to guide everything they do from the inside out. Some companies even share these statements with the public in hopes that they will resonate with current and potential customers.
However, these efforts can fall flat because these statements aren’t often written in a way that elicits an emotional response.
You can change this outcome by writing a brand story. This is essentially a narrative version of your mission and vision statements. Those statements can remain as posted on your office walls somewhere, but when you send them to the outside world, you’ll want the narrative version.
The brand story should incorporate not just your own mission and vision for the company but also the specific problem your customers have and how your company is able to solve it for them.
In essence, the brand story should follow the traditional hero’s journey.
Be Authentic
When you’re writing your brand’s story, staying authentic to who you are is important. It can be tempting to exaggerate, overstate, or dramatize things when you’re writing a story, but this will often backfire.
Whoever is tasked with writing your brand’s story should write from the heart and communicate exactly what it is your company believes in, stands behind, and promises to do.
From this starting point, it’s important to realize that not everyone will be a good fit for the products and/or services you offer … and that’s OK. You want to speak directly to your target audience through your brand’s story; the best way to do that is to be honest and authentic.
Tug on Heartstrings
A large portion of consumers’ decision-making process is based on emotions. How they respond emotionally to a product or service often has an outsized impact on whether a consumer decides to make a purchase.
Scott Crockett, Everest Business Funding CEO, says it’s essential to approach brand storytelling with this fact in mind.
When you’re telling your brand’s story, you want to tap into your target audience’s deepest feelings. When you’re able to evoke specific emotions through your narrative, you’ll have a better chance of having a lasting impact on them.
When you’re able to connect with the challenges, aspirations, and values of your potential customers, you’ll be able to transform into more than just a company in their eyes. You’ll end up being a long-term partner that helps them reach their goals.
About Scott Crockett
Scott Crockett is the founder and CEO of Everest Business Funding. He is a seasoned professional with 20 years of experience in the finance industry. Mr. Crockett’s track record includes raising more than $250 million in capital and creating thousands of jobs. Scott has founded, built, and managed several finance companies in the consumer and commercial finance sectors.
