Storytelling in business is big news these days. The US attributes 40% of GDP to the power of brand storytelling.
Think of brands like McDonald’s, Coca-Cola, and Pepsi, and you can see why. They spend a fortune on advertising and marketing, and their global reach makes small companies envious. The brands’ stories have evolved and remain relevant to our fast-paced, hard-travelling lives. Every service station has big brand franchises and outlets. So you know the brand and its reputation, and consumers know what to expect.
One of my favourite brands, Harley-Davidson, underwent a meaningful shift in focus, moving away from steel and chrome and toward the motorbiker community. So it’s not just what the brand says about itself but what consumers say about it too. Being part of a community creates a cultural identity. We like to be acknowledged and accepted for who we are and what it means to us. The good news is that when people trust the brand, it can change its narrative. It’s so trusted that one of its major success factors is the desire of many young women to be part of this new Harley-Davidson ecosystem.
I recently worked as an Interim Training Manager in the Cotswolds, and I had thirty minutes before my next appointment, so I searched for a cup of tea and found a treasure in a coffee shop. The walls had life-size black-and-white images of the founding family from over 100 years ago. The back of the menu told the story of the village's first bakery and its founders’ ethos. The message was one of quality and variety; all were lovingly made with locally sourced produce.
If you ever go to a Michelin-star restaurant, they’ll offer you an in-depth story about the provenance of the ingredients. One of my students is a celebrity chef. He only buys beef from an organic hill farm in south Wales. He has a collection of walled colour images of himself, the farmer, and many bulls in the spectacular valley setting. They’re telling a story and using it to differentiate themselves from the competition.
As humans, we like stories. It’s easier to remember a story than to memorise half a ton of statistical data. That’s why looking at data and finding the internal narrative is a valuable skill these days. These are just some of the issues discussed in our Storytelling for Business and Training course. Storytelling is a sound investment. You'll be surprised how often it's used in business and training transactions.
Vince Stevenson - Founder College of Public Speaking 2006 Ltd.
If you have a great attitude and look forward to making a difference in your life, I hope you consider joining one of our training the trainer courses or public speaking course soon. It's always possible to improve your skillset and take your work and achievements to a higher level. Three strong reasons to support training
