5 Reasons Why Storytelling is the Key to Your Business Growth
Every Sunday, I go to the Larchmont Farmers’ Market. It may be one of the smaller farmers’ markets in LA, but I find it to be one of the most charming. And, by going week after week, you tend to develop your favorite vendors. I change it up depending on who has what produce, but there is one stall I go to every week: Brothers Products.
Like many of the dip vendors, Brothers products sells hummus and spreads, olives, pitas, and other Mediterranean specialties (try the dolmas, yum). The company was started 10 years ago by 7 brothers who each took charge of one aspect of the business depending on their strengths, covering everything from food preparation to design to distribution. As the business has grown, they have stayed committed to being a family run business using local, high-quality ingredients.
I could have started shopping at any number of similar stands, but what drew me to Brothers was their story. Okay it was the fact that they were very attractive, but then it was their story, which they had displayed on a print out for people to read while they waited (a very smart way to keep customers entertained).
Brothers Products understands that it’s their story that is what brings people in (and yes, they are extremely attractive). Sure, their products are delicious, but it ‘s the connection that I feel to the brand that kept me coming back and made me a loyal customer.
In this post, we’ll explore exactly why this is successful and how you can harness the power of storytelling to grow your success.
Storytelling builds emotional connections
We’ve all probably heard the saying–”facts tell, but stories sell”. I’ve read this in so many marketing thought-pieces that it can feel like an empty adage, but there’s a reason that it has stuck (in addition to the rhyme which is another aspect of good marketing).
Stories create an emotional connection, allowing you to build trust, loyalty, and relationships with your audience. These emotional connections are what drive people to make decisions. If you make someone feel something in a positive way, they are more likely to resonate with your values and mission. This is particularly true if your story answers a question for them or they can see themself in your narrative.
Why did I gravitate to Brothers instead of the other hummus stands? I resonated with the story of a family run business and the idea of capitalizing on each other’s strengths. It connected with my values of teamwork and family, and so I immediately felt connected to their business.
Stories make your brand memorable
Think back to the last time you went to a party and met new people. Are you more likely to leave the evening remembering the details of the clothes they wore or the stories you shared? If you’re anything like me (and most people), you likely said the latter. This is because we’re wired to remember narratives, not bullet points. The same is true of your business.
Why did I remember Brothers?
Okay, yes. They were hot. BUT ALSO, they had something unique about them–and it was right there in their name–Brothers Products. It may be simple, but this stuck with me because I remembered their story: they were brothers who started this business based on their strengths.
Now, think about commercials you remember. Do you resonate with them because you remember all the features of the product? Or do you remember something about them because the story they were telling struck a chord with you?
This is true if you’re providing a service as well. Jen Sincero’s book “You Are a Badass” has sold over 5 million copies, making her one of the most in-demand coaches and speakers in the country. The bold title and bright yellow cover made it initially stand out from the sea of self-help books out there, but it was the stories she told that made it memorable. In her no-nonsense tone, Sincero told stories that were authentic and relatable, which is one of the reasons I remember it far more than other books of the same genre. It’s also why it’s the first book I suggest to people when they are looking for something inspirational. I remembered how the stories made me feel.
Storytelling simplifies complex ideas
I used to work for a startup that worked with car insurance. Insurance is one of those things that we all need but don’t know much about. And, when we start to look into it, it quickly becomes a bunch of jargon that goes over our heads and we quit trying to figure it out (just me?).
Regardless of whether you understand the nuances of liability, comprehensive, or non-driver car insurance, you’ll likely need to do some research on the topic–which is where I came in. I spent a year learning the ins and outs of insurance jargon so I could simplify it and explain it to customers in an understandable way. In essence, so I could tell a story.
Storytelling helps break down complicated concepts–like car insurance and car maintenance–into bite-sized, digestible pieces. It turns a heady concept into something your audience cares about, something they need, or something that will make their lives easier.
When I worked for the car insurance startup, we talked about insurance in ways that the average consumer would understand, creating content on TikTok that spoke directly to the challenges our customers were facing–like why women are facing higher car insurance premiums than men, how to keep car insurance lower with anti-theft add-ons, or who car insurance actually covers if you’re in an accident.
They may not have been the most exciting topics, but using storytelling to explain these concepts allowed us to simplify complex ideas, build a report with our audience, and get them to trust us with solving their insurance challenges.
It differentiates you from the competition
I follow no fewer than 15 makeup brands on Instagram. And if I’m being honest, that’s a conservative estimate. One would think I don’t need to be following that many makeup brands; they probably all have similar things to say. And that’s where one would be wrong.
MAC is edgy and bold, putting neon-colored lips or thickly-lined eyes of all ages, races, and genders front and center. Their expertly succinct bio “All ages, all races, and genders” tells you exactly who they are and they build on that story throughout their content. NARS, on the other hand, plays in a palette of reds, capitalizing on the rule-breaking sensuality of their brand (they are most known for a blush called Orgasm, after all). Different still is MILK Makeup, with their clean beauty products showcased in stories with natural lighting, highlighting their commitment to vegan products and high quality ingredients to enhance glowing skin.
Do I need to follow all these brands? No. Why do I continue to? Because I love makeup. But more to the point, the brand stories created by each makeup brand all serve a unique purpose. Depending on what I’m looking for, I can be bold and daring, sultry and seductive, and or glowing and natural.
Beyond just the aesthetics, each brands’ story showcases their values in a way that is specific to them: the diversity of MAC, the risk-taking sexuality of NARS, and the eco-focus of MILK.
I am a loyal follower, and customer, of each of these brands for different things. I buy lipstick from MAC, blush from NARS (it’s a great blush, trust me), and foundation from MILK. Not only are their products good, but it’s their brand stories that keep me coming back. Sure, I can get lipstick from Walgreens just as easily, but it’s not going to make me feel as bold and alluring as those made by MAC.
Think back to our Brothers from earlier. They make very similar dips to other stands in the farmers’ market, but I have become a loyal customer of theirs because I connected with their story. You may provide very similar products or services as your competitors–you probably do given that’s the nature of competition–but what makes you stand out is the why behind your brand story. A clear brand story in which you know who your customer is and what specific value YOU can add is what makes you different–and different is what gets you noticed.
Storytelling drives engagement and action
Which is more likely to convince you to buy a product–a post with a picture that says “Buy now!” or a reel where a real customer is explaining how the product solved their problems? My guess is you said the second one.
A static post telling me to buy a new bra from Honeylove doesn’t do much to convince me that it will be the right fit for my rather buxom physique. But a satisfied customer who has a similar shape to me (points for body diversity) who says that this bra lifts, separates, and does it without underwire? Now we’re talking. Add in countless videos busting myths about breast sizes while showing their products on women of all body types, and I’m hooked.
I’m clearly not the only one influenced by these stories. Honeylove is a relative newcomer in undergarments, starting in 2023, but the brand has already garnered hundreds of thousands of followers and a number of viral videos. The stories they tell on their Instagram relate to the everyday woman, not just the one who is getting ready to go to an award show (though they have that too).
This is why influencer marketing has become such a big part of brand strategy in recent years. I’m not saying you have to be producing high-level influencer videos to tell your brand story, but you can use that mode of thinking to create a story that will resonate with your audience.
Similarly, good brand storytelling can create a whole slew of brand evangelists who want to sing your praises just because they connect with you and your brand. You may not have heard of Brothers Products hummus before this blog, but there’s a chance I convinced you to check them out because I love their narrative and products so much. And I’m not getting paid to do that–I just like the product! That’s the power of a good story.
Stories inspire action because they put the audience at the heart of the narrative. When people see themselves in your brand’s story, they’re more likely to engage, sign up for your service, or buy your product.
Ready to write your growth story?
Running a successful business is not just about having a great product or service—it's about sharing the journey, the values, and the "why" behind what you do. It’s telling this story that will unlock a deeper connection with your audience, allowing them to see themselves in your brand, and transforming their casual interest into lasting loyalty.
The best part about storytelling is that it’s accessible to everyone–everyone has a story to tell. It doesn’t matter if you’re running a small business at a farmers’ market or growing a brand in a crowded space, your unique narrative will be what sets you apart.
So, the next time you're thinking about how to engage your audience, remember that the best stories are the ones that make people feel—and feeling leads to action. Need help crafting your brand’s story? Let’s chat, and together, we’ll tell a story sure to make your audience listen.
