The importance of storytelling in business

Posted on 2 June, 2019 by Lyndsey Segal in Business Coaching

Humans love stories. They capture our curiosity, draw us in and help us make emotional connections. So, it’s easy to see why storytelling is so popular and powerful in peoples’ lives.

Every business has a story. Knowing why, how and where to tell your business story is a crucial part of your communication and marketing and will to help to promote and grow your business. It helps to establish trust and makes you more memorable to your potential clients.


Telling your business story is a great way to communicate your personal brand. It allows you to explain what you do, why you do it and express your values, beliefs, motivation and inspiration.

You don’t just want your customers to buy from you, you want them to buy into you.

 Storytelling is a great way to achieve this.

Your story reflects your uniqueness and the human aspect of your brand, so be authentic. A genuine narrative is more likely to connect with people. Be honest and recognise that things are not always easy by sharing your own challenges and failures. Sharing how you overcome these helps to create an emotional connection with your audience and show characteristics such as innovation and resilience.


Your business story can be incorporated into all your forms of content and channels, such as:

  • website
  • social media
  • blogs
  • networking
  • pitches


Authentic storytelling is key to gaining your customers and potential customers trust. Your story may resonate with someone experiencing a similar struggle, problem or need. Storytelling allows your audience and potential audience to learn more about your business, product or services and its benefits. Mostly it helps them learn more about you. The telling of your business story is an ongoing process. As your business grows and evolves, so will your story.

How do you or could you incorporate storytelling into your business?

You can read my business story here

How can I help you
‘The You Behind Your Brand’ Networking & Coaching Event

Learn how to use storytelling to connect and engage with your target audience, boost your visibility and grow your business. You can share the story behind your business brand and meet other local business owners.

Thursday, 27thJune. 10am-12pm at Six in Hove.

Book your ticket here

 ‘Make Your Website Work for Your Business’ Workshop

Learn how to make a more intuitive and user-focused website to best showcase your business and to increase traffic to your website.

Tuesday, 11thJune, 10am-12.30pm at Barclays Eagle Lab, Brighton

Book your ticket here