Your target audience loves interesting stories even more than you can imagine. 

So if you want to draw the customers’ attention to your brand, you should pursue the art of storytelling. You should learn how to present the values of your company by creatively using words, images, and sounds.

In this article, you will find seven simple tips on how to use business storytelling to drive customer engagement and achieve other goals. 

Know your target audience 

If you want to write a good story, you should know what your customers expect from you. Do they want to read a heartbreaking story about your struggles on the way to success? Or, do they want to read an inspiring story that will make them smile?

To write a perfect story, you should analyze your target audience in detail. You should not only define demographics but also learn more about the preferences of your customers. If you find out what type of books your buyers read and what movies they watch, you will get an idea of what story will make them tick.

Tell your story across multiple channels and formats

Business storytelling is a universal marketing tool. You can use it to boost engagement on social media, to drive more traffic to your website, to increase conversion rates of your email marketing campaigns, and to achieve other goals.  

Corporate website

Does your website have About Us page, right? This page is a perfect place to publish your brand story.

Hundreds or maybe even thousands of prospective customers visit this page monthly to get more information about your company. They want to know not only the founders’ names and day of the company establishment, but the story behind your brand. So if you haven’t published your brand story on your site yet, it’s time to fix this big mistake. 

Pizza Hut story
Example of an About Us page from Pizza Hut

Social media

Do you want to boost your reach and engagement on Instagram, Facebook, and Twitter? Don’t hesitate to share stories of your brand, your products, your employees, and your customers online. It will help you to grab the target audience’s attention and get your brand noticed.

If you use social media storytelling wisely, you will turn your followers into brand advocates. 

Gucci Instagram
Social media storytelling example from Gucci

Email marketing

If you want to boost your email marketing efforts, you should use storytelling. You should write a short series of emails (from two to five emails) that tell your customers why you started your business. Your emails should explain what challenges you overcame on the way to your goal. 

Also, it will be a wise decision to personalize your messages in order to make your customers feel special and valued. You can do it easily by using personalized email subject lines and personalized greetings.

Charity Miles
Welcome email from Charity Miles


Statistics say that 65% of the world’s people are visual learners. It means that if you want to create a brand story, you should better use infographics rather than textual content. With the help of vector images, symbols, and graphs, you can craft a story that every customer will understand.

Keep your storytelling consistent

If you want to get the most of storytelling, you should keep your story consistent across all channels. No matter whether you create a social media post, newsletter, or quote for a promotional T-shirt, the key message of your story should remain the same. 

If you ignore the rule of consistency, it may negatively affect your brand. Inconsistency of ideas you present may confuse your customers or scare them away. 

Put your customers first

When writing a brand story, you should clearly state that the primary goal of your company is to make buyers happy. Why? Because people tend to be more loyal to companies that put the customers first. And if you explain that everything you do, you do for your customers, you will boost engagement.

“Customer-centric companies have higher chances to survive in highly competitive markets. So when writing a brand story, you should focus not on your company and its products, but your customers and their needs”, says Neightan Writer, a blogger and writer at IsAccurate.

Starbucks about us
Starbucks is a good example of customer-centric storytelling

Tell the truth

Companies want to make their brands stand out. So when it comes to storytelling, they try to be as creative as possible.  And it happens pretty often that companies overdo it: they come up with the fantastic stories that do not reflect reality. 

The problem is that such stories never work in companies’ favor because modern customers are smart and well-informed. They know how to identify fake stories and how to choose the brand that they can trust.

If you want to write a great brand story, you should tell the truth only truth and nothing but the truth. To engage your target audience, you should be honest talking about your business. 

Hire targeted professionals

You know your company better than any others. It’s true. But it doesn’t mean that you are the only person who must be responsible for crafting a brand story. 

If you don’t hold a degree in marketing or creative writing, don’t hesitate to get professional help. Hire a freelance storyteller at Upwork, or use such writing services as PickTheWriter. If you need help with proofreading, use Grammarly or TrustMyPaper.

Find inspiration online

Are you feeling stuck in writing your brand story? If you need some inspiration, check out stories of well-known brands. Analyze how they leverage storytelling to increase conversions and achieve other goals. After that, apply the best practices to your writing. 

In conclusion

Your business story is unique, and you should use it to your advantage. Your target audience wants to learn more about your brand, so you should create different pieces of content, including branded articles, social media posts, and newsletters.

Be honest, maintain consistency, use advanced writing tools – and you will quickly drive customer engagement. Use business storytelling wisely, and you will accomplish all the goals you set.

About the Author: Kristin Savage nourishes, sparks and empowers using the magic of a word. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. Now she works as a freelance writer at BestEssayEducation. Kristin runs her own FlyWriting blog.

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