How Business Storytelling Services Can Help Build Lasting Relationships
                     How Business 
Storytelling Services 
Can Help Build 
Lasting Relationships
https://goodmanlantern.com/
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Business storytelling can be a powerful tool for building customer relationships. 
A powerful business narrative can connect with your audience emotionally. It’s 
also a great way to earn consumer trust, and long-lasting business 
relationships require trust. 
Nowadays, many business relationships are formed online. This means your 
brand story must work to humanise your business. A business with character 
and depth fosters feelings of empathy and connection. At the crux of it, the 
goal of business storytelling is to elicit these feelings of empathy within your 
target audience. That said, creating business storytelling that connects to your 
audience isn’t always easy.
Here’s how you can use the power of storytelling to build great business 
relationships.
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1. Identify and 
Segment Your 
Audience
It’s important to 
understand your 
audience before starting 
the business storytelling 
process. If you know 
your audience, you can 
target the right 
audience. Clarifying your 
ideal profile buyer’s 
traits can also help your 
marketing team. It helps 
them create content that 
taps into their interests, 
too. 3
Knowing your prospects’ pain points can help your team create effective 
storytelling for content marketing that’s well-targeted, searchable, and 
discoverable. A great way to do this is to perform in-depth market research, 
which helps you understand what content to share. The content you share 
should solve a pain point and your audience will see it as valuable. Offering 
valuable information to your audience is a great way to earn their trust. 
Performing in-depth market research can seem intimidating at first, but 
breaking it down into smaller steps can help smooth out the process. First, 
identify what you need to know about your audience. For example, you 
could gather information about their demographics, psychographics, and 
behaviours. Demographics include your prospects’ age, gender, income, and 
level of education. Psychographic traits can be your prospects’ lifestyle, 
values, and personality traits. Behaviours include purchasing patterns, 
media trends, and brand loyalty. 4
Once you’ve collected the information you need, you can begin segmenting 
it. Segmenting your audience means placing them into groups based on 
their shared traits. You’ll then tailor your marketing efforts to each group. 
Identifying and segmenting your audience will help you create what 
resonates with them. This resonance is key when using storytelling in your 
content marketing strategy. Resonance fosters long-lasting business 
relationships.
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2. Focus on Your Unique Value 
Proposition
The online world is saturated. So use storytelling for businesses to 
highlight what sets your brand apart. Your business has its own story, 
services, and strengths; leverage these to develop your unique brand 
personality. 
Your business should have its own unique value proposition (UVP) as 
well. But how does your UVP elicit an emotional reaction to foster trust, 
connection, and loyalty?  
Prospects need more than a good product to ‘buy in’ these days. They 
must resonate with your business’s values, too. In a recent study, up to 
82 percent of shoppers said they want to support a business that aligns 
with their values. In the same study, 39 percent of shoppers said they’d 
cut ties with a brand if they found out that their values weren’t aligned. 6
So, it’s this UVP that’ll do the selling for your brand and how you 
communicate your UVP is key.
A business UVP must be subtly woven into its business storytelling strategy. 
The UVP can give your brand personality and will inform your business’s 
voice, stance, and perspective. On top of connecting with your audience’s 
values, your UVP adds depth to your brand personality. The more well-
rounded your brand personality is, the deeper it will connect with your 
audience.
Remember that your UVP is what drives your business story forward while 
setting your brand apart. Getting clear on your UVP, carrying out, and 
expressing it can create an emotional connection online. An emotional 
connection builds trust, which is essential to building customer 
relationships that last.
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3. Be 
Authentic
Did you know that stories 
cause the brain to 
light up differently? Human 
beings are literally hardwired 
to connect to stories. 
Storytelling turns on the 
logical and emotional side of 
the brain and connecting 
different information also 
encourages long-term 
memory retention. So, 
business storytelling isn’t 
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just a way of adding 
meaning to your content 
strategy. It also makes your 
brand more memorable.
Remember that people can tell if you’re being authentic or not. We live in 
the era of authenticity. People want to be valued as individuals. They 
expect your brand to bask in its individuality, too. When telling your brand 
story, be authentic, open, and transparent. These traits can humanise your 
brand, which fosters empathy with your audience and creates that highly 
sought-after connection. 
Authentic stories are engaging, and the success of social media influencers 
is proof of this. Powerful brands are honest; they share what’s really going 
on behind the scenes, including their challenges, pitfalls, learning curves, 
and more. Their secret is that they’re vulnerable. Their story is also 
coherent – since it’s a narrative of real events.
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In an increasingly digital world, it can be difficult to connect. If your 
brand is transparent, open, and vulnerable, its stories will be more 
emotive. Authentic stories are powerful, and powerful stories elicit 
emotion, which makes them highly memorable. Ultimately, an 
authentic brand story can deepen the overall customer-company 
connection.
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4. Engage With Your Audience
When storytelling for your business, it’s important to interact with your 
audience online. In this way, you nurture and build relationships with 
your client base. Encourage your audience to engage with your content 
by asking questions. You can also ask for feedback, and respond to 
comments and messages in a timely fashion.
Interacting with people also gives your audience a greater sense of well-
being. On the other hand, passive scrolling makes people feel even 
worse. Customers expect you to engage with them. In fact, online social 
media engagement is the number one choice for customer care. A 
complaint resolved on social media is said to increase brand advocacy 
by up to 70 percent. What’s more, everyone expects brands to reply 
within one hour of receiving a message. Responsiveness shows that your 
business values its customers. 11
Of course, engagement is a two-way street. It requires a back-and-forth 
conversation between your company and its audience. So, engaging with 
your audience requires actually being social. Be social online by posting 
regularly. Ensure that your marketing team responds promptly to comments 
and inquiries, too. Since engaging with your audience is another way to 
humanise your brand, keep your tone of voice authentic, consistent, and 
warm. 
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Great Loyalty
Here’s another great benefit of online engagement when storytelling for 
your business. Your brand has the power to create a community. Building 
a community around a brand through content engagement can create a 
sense of belonging for customers. Creating a community through 
business storytelling can also foster deeper relationships. It connects 
customers to other people with similar traits and interests. Joining a 
large and loyal following that’s excited about what your business offers 
makes your clients feel like they’re a part of something meaningful. In 
turn, clients may feel more connected to your brand. If your clients feel 
connected, they are more likely to stay loyal to your business.
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5. Create High-
Quality Content 
Consistently
If you want to build a 
strong business 
relationship with your 
audience, create high-
quality content that 
offers value. 
Consistently sharing 
valuable content is a 
great way to establish 
trust. Again, business 
storytelling centres 
around fostering trust. 
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Trust can win over your 
prospects and maintain 
a loyal client base.
Conclusion
You can use business storytelling to build positive, long-term 
relationships with your clients. Storytelling is ‘human,’ so it has the 
power to successfully personify your brand. Since emotive stories are 
noticed, understood, and better retained, invoking emotion in your 
storytelling and content marketing strategy can really set your brand 
apart online.
Most importantly, empathy drives connection. A well-thought-out brand 
narrative can then nurture that connection – increasing your client’s 
lifetime value and overall customer loyalty.  If you’d like to put together 
an emotive story that really connects with your audience, 
Goodman Lantern offers business storytelling services to get you 
started. We can help you identify and communicate your brand’s unique 
voice and personality. 15
THANK
YOU!
Goodman 
Lantern
Phone: Email: Website:
+1 9292993999 [email protected] https://goodmanlantern.c
om om/
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