There is a powerful dynamic when you begin to focus on the “why” of your business or brand as much as the “what” of your product or service. Focusing on the “why” is storytelling and will help set you apart from your competition. Understand that consumers increasingly are searching (before buying) to learn your story and to compare you to your competition. Invest the time to understand how your product or service fits into the user’s life and tell that story. Do not shy away from proactively communicating your values.
Storytelling builds trust and it makes us feel like we know the person behind the brand and what they stand for. That’s trust. Trust is essential for people to not only buy from you, but recommend your company to others.
When we see a movie, our desire is a good story. Whether we like the movie, or not, we will tell others—word of mouth advertising. The same is true in business, so having a good story to tell is powerful branding.
A compelling leader to study is Walt Disney. His senses were keenly tuned to the power of storytelling. He not only created great shows and attractions, he took you behind the scenes, so you could learn how Walt and his cast created the entertainment—stories about the story!