{"id":9739,"date":"2017-11-27T13:00:16","date_gmt":"2017-11-27T13:00:16","guid":{"rendered":"https:\/\/www.branex.com\/?p=9739"},"modified":"2025-04-11T06:05:43","modified_gmt":"2025-04-11T10:05:43","slug":"elements-of-business-storytelling","status":"publish","type":"post","link":"https:\/\/branex.com\/blog\/elements-of-business-storytelling\/","title":{"rendered":"5 Key Elements of Business Storytelling You Need to Know"},"content":{"rendered":"\n

Once upon a time, there was this Entrepreneur. He wanted to find out the power of storytelling in business. So, he did this experiment. He purchased 200 toys that cost an average of $6 per toy from eBay and asked bloggers to take part in this amazing social storytelling study. Now, the guy had 200 toys with an intriguing story for each.<\/p>\n

He went back to eBay and uploaded these toys with stories. How much do you think he made by adding a simple story? Any guesses? I bet you cannot. The man could make $25 on average from every toy, just by adding the element of the story. Yes, you might think that people are mad to buy a $6 toy for $25. No, my friend. The only thing that raised the value was a story that was told with the toy.<\/p>\n

This is the power of storytelling in business we need to use and share with our customers. Storytelling might seem like an old-fashioned tool, today. But when done with proper planning, it can change the narrative and touch the hearts of our customers. Sure, data can persuade your customers, but if you want your customers to act, trigger their emotions. This is what we will be discussing in this blog.<\/p>\n

First, let’s start with the elements of storytelling.<\/strong><\/p>\n

<\/span>Elements of Storytelling<\/strong><\/span><\/h2>\n

<\/span>1. Reason For Your Story<\/strong><\/span><\/h3>\n

Simon Sinek in his TED talk emphasized finding the ‘why’ of your business first. For instance, if you want to create an eCommerce gift portal, you will start by creating a website so you can sell products. But first, you need to start with why you want to create the business in the first place. For example, my friend who visited the USA for a vacation. He wanted to send gifts to his wife back in UAE. He used a service but that service was not able to convey his emotions for the wife. This gave birth to a gifting portal that made my friends millions for generations to come.<\/p>\n

Now, therefore you need a reason for your story that can resonate with your customers. You need to find that sweet spot where your reason and what the customer is looking for aligning together.<\/p>\n

<\/span>2. The Hero of Your Story<\/strong><\/span><\/h3>\n

You need to treat your customer as the hero of your story. According to Kapost<\/strong>, only 23% of B2B marketers claim to have a customer-centric marketing strategy versus a channel or product-centric strategy.<\/p>\n

Start from the backstory. What does the customer want? What is bothering your customer? Use the power of visual storytelling<\/a> to gain insights into what your users really want. This information will not easily be given, you need to dig deeper to get this kind of info. Use a survey, customer feedback, or trend analysis of your customer to know more about him.<\/p>\n

In your brand story treat your customer as an antagonist.<\/p>\n

Here antagonist is a metaphor. To fulfill the needs of your customers. Like solving a business problem, or poor time management problem, or creating a mobile app for your customer.<\/p>\n

Check out this ad from Vanderbilt MBA:<\/strong><\/p>\n

\"Vanderbilt<\/p>\n

Most MBA programs brag about how good they are or good much market experience they have, here, Vanderbilt MBA turns the customer into a hero and guides the way forward.<\/p>\n

<\/span>3. Start with a Conflict<\/strong><\/span><\/h3>\n

Would you buy a brand with the tagline “We’re pretty wonderful, buy our stuff.” Of course not. Nobody wants to buy from a brand that doesn’t understand the customer.<\/p>\n

To create a conflict, you first need to understand the types of conflict that exist. In storytelling, there are 6 types of conflicts.<\/p>\n

    \n
  • Person to person<\/strong><\/li>\n
  • Person to self<\/strong><\/li>\n
  • Person to technology<\/strong><\/li>\n
  • Person to environment<\/strong><\/li>\n
  • Person to Nature<\/strong><\/li>\n
  • Person to Supernatural<\/strong><\/li>\n<\/ul>\n

    But for the sake of branding, we only need to understand 3 types of conflicts.<\/p>\n

    Person to person –<\/strong> Here you need to make customers realize that your competition is tough and if you don’t do anything about it (use your service) they will be left behind by their competition.<\/p>\n

    Person to technology –<\/strong> This makes the customer realize that technology is playing an important part in the growth of the organization. Here you need to state how your service will save time for your customer or make his life easy.<\/p>\n

    Person to self –<\/strong> This is the most interesting type of conflict you can create. Here you need to tell the customers how not using your service will make their life static. In this fast-paced digital world, your customers will find peace by improving their lives. And the only way to do that is to use your service.<\/p>\n

    <\/span>4. Creation of Awareness<\/strong><\/span><\/h3>\n

    In this strategy, you need to educate and make your customer aware of their need. Check out this Dunkin’ Donuts campaign which makes use of good storytelling to sell their idea.<\/p>\n

    <\/span>Dunkin’ Donuts Flavor Radio<\/strong><\/span><\/h2>\n