Every business has a story: Here’s why you should be telling yours
Many of the business owners I speak to don’t believe they have a ‘story’ to tell.
There’s a misconception that, in order to have a business story worth sharing, you need to have overcome extreme hardship or had a dramatic journey.
But here’s the truth: every business, no matter how ordinary it may seem to you, has a story - and that story is one of your most valuable assets in content marketing.
You don’t need a rags-to-riches tale to resonate with your audience. Your story doesn’t have to be flashy or dramatic - it just needs to be real.
Why? Because the heart of storytelling for business is connection. Sharing your journey, your mission, and even the everyday moments of running your business is what draws customers in and makes them feel like they’re part of something bigger.
What makes your business story valuable?
People connect with people, not faceless companies. With so many options so readily available to them, consumers are more likely to engage with businesses they feel personally connected to.
By sharing your story, you’re offering a glimpse into the heart of your brand - what drives you, what challenges you’ve faced (even the small ones), and why you do (and love) what you do. This creates a deeper emotional connection with your audience, making them more likely to trust you.
Even if your story feels ‘ordinary’ to you, it’s likely to be extraordinary to someone else, and it’s worth telling.
Whether you started your business out of passion, because of a need to fill a gap in the market, or simply as a small side hustle, it’s all part of what makes your business unique. And that’s what people care about.
Business storytelling isn’t about having a grand, sensational story - it’s about sharing the real, authentic journey behind your brand.
Business storytelling builds trust and connection
When you weave your story into your content marketing, it becomes more than just a sales tool - it becomes a point of human connection.
Storytelling humanises your brand and turns what could easily become dry, factual content into something that resonates emotionally. People are drawn to stories that feel genuine, and by sharing yours, you give them a reason to care about your business.
Your story allows you to be transparent, vulnerable, and real. Whether you’re sharing the challenges you’ve faced, the lessons you’ve learned, or what motivates you every day, your audience gets a glimpse of the human side of your brand. This builds trust because people appreciate honesty and authenticity over pretty much anything else.
For example, instead of telling people “We sell high-quality products,” share why you’re passionate about selling them and what inspired your journey.
Perhaps you started your business because you saw a gap in the market, or maybe you wanted to create a better experience for customers. Sharing these insights helps customers see your dedication and values, and will set you apart from competitors in a crowded market.
When your audience can see the real people behind the business, they’re far more likely to feel an emotional connection, which translates to loyalty, engagement, and, ultimately, sales.
How to identify your business story
Not convinced you have a story? I said it before and I’ll say it again - Every business has a story worth telling. You just need to know how to find it.
Here are three prompts to help you identify your story:
Why did you start your business?
Every business begins with a reason. Think about what motivated you to take the leap. Was it a passion project? Did you spot a gap in the market? This is a key part of your business story.
What problem do you solve?
Your business exists because it provides a solution. Whether it’s a product or service, ask yourself: what problem do you solve for your customers? This is another important piece of your story that people can connect with.
What makes your business different?
What sets you apart from others in your industry? Maybe it’s your unique process, your values, or the way you work with clients. This is the ‘why’ behind your business that people will remember.
Even if these things feel small or ordinary, they are exactly what makes your story relatable and engaging to your audience. Remember, business storytelling is about being authentic - it’s the human side of your brand that customers want to know about.
How to tell your business story through content
So how do you actually tell your business story in your content marketing?
Start by identifying those core elements of your journey that define your brand. What made you start your business? What challenges did you face, and how did you overcome them? Why do you care about what you do?
Once you’ve got the foundation of your story, weave it into all aspects of your content marketing. Whether it’s a blog post, a social media update, or an email newsletter, your story should be a consistent thread that runs through everything.
Remember, business storytelling is all about being real. Don’t overthink it. Your audience doesn’t expect perfection - they just want authenticity.
The more you share the everyday moments of your business journey, the more you’ll build that connection with your audience.
Your story is your greatest asset - Use it!
At the end of the day, your business story is one of your greatest assets. It’s what makes you different, what makes you relatable, and what helps you connect with your audience on a deeper level. Don’t underestimate the power of sharing it.
If you’re not telling your story yet, now’s the time to start. Your customers want to know who you are, what you stand for, and why you do what you do. And business storytelling is the perfect way to show them.
Need help talking about your business? Let’s work together to put your story into play.
