Business Storytelling: Create your narrative in an efficient manner

Back Business Storytelling: Create your narrative in an efficient manner

Storytelling is a form of art where words and actions are used to progressively reveal aspects of a story, and they often propose a solution for a particular problem or need. The amazing thing about them is that our brains are hardwired to respond to stories.

Storytelling in business and especially digital storytelling sheds light on the human aspect of work. Essentially, it’s all about putting elements of narration instead of just listing facts. Exciting stories make people engage better and find elements they can relate to. They also stick longer in your audience's mind.

This form of communication entails emotional correlations that can help you convey your message to your audience better and in a more persuasive manner. The question though is how to do it, how to find all the useful info that would make your audience care about the service or product you want to share? How can they connect the brand story you’re sharing with their everyday life? And also, how can you reach out to the people that mean the most to your business?

Here’s how:

Define the audience you want to share your story with

Your business and its story is unique, but in order to articulate it in a way that will have an impact you should be able to adjust it to the audience's needs. The way to start out is grabbing people's attention so they can get invested in your narrative, and for achieving that, you need to know who your customer is. This is the first and most essential research and you need to come up with answers like what is their age and gender, what is their problem and how your business can solve it, where you can find them (online media, TV etc.). These questions define the personas to which your company has to tell different versions of the same story.

Next stop: Make your business story interesting and relevant to your audience

Business storytelling can boost your internal and external communications along with your commercial strategy. 

This means that by introducing your brand to your audience you have to be clear and frank about what your business is about and why they should care. 
When you start narrating your story, it’s better to add a human element. A real person’s story or even a message coming from a real human representative can really make people more eager to learn about your solution. It adds genuineness to your messaging.

Also, people often ignore ‘corporate language’ as it sounds rigid and impersonal. So, if your story is aligned with your business personality and tone of voice but it also leaves room for conversation with your target audience, it’ll spark engagement.

Amplify your message through different formats across different media especially the digital ones

The channels used for delivering the message are almost as important as the message itself. There are multiple options: photos, videos, polls, webinars, plain text, face-to-face interactions, among others. Do your due diligence in terms of the most coherent formats in each medium you can find your target audience at and fit your purpose and go for it.

A solution together

Keep in mind that in order to increase your audience’s engagement you should provide them with a great resolution for the story they just read. This will increase their hope for the future, or in this case, the agitation for acquiring the final product or service you offer.

All of us here at BACKBONE, we don’t just design the digital roadmap for accelerating the digitization of a company’s process transformation, we create a story around each business evolution that led them towards the digital transformation path.