How important is storytelling for business?

Businesses need to sell their products and share their purpose, their ‘why’. How do they do that? By telling a story, of course.

From a musician using a crowdfunding platform to raise funds for an album to a manufacturing company creating a case study with one of their clients, they are creating stories that drive action.

Stories connect people and create brand loyalty. Customers can relate this understanding to their own lives, which helps them feel connected to the company.

The demand is out there. After all, according to a recent survey, eight out of ten (79 percent) of UK adults want brands to tell stories. That desire to feel connected to a brand can yield long-term benefits and profits.

“Storytelling, when done right, will put a consumer into the world of a brand to see a different perspective, showing them the bigger picture,” said Joe Teo, of leading content company Hey Orca, in an interview with Sujan Patel on storytelling.

“The story is an invitation for someone to participate in something bigger than themselves, something they believe in.”

Introducing new ways of thinking 

You may already understand the power of storytelling for business, but you’re just not sure how to weave a tale that forges a strong connection with customers.

Sometimes, it is useful to step outside of the box and out of your comfort zone. Developing new ways of thinking, with the help of those perhaps not intrinsically connected to the business world, can reap dividends.

It is one of the reasons why STEAMhouse, Birmingham City University’s community of artists, entrepreneurs and startups, is bringing a globally recognised and innovative spoken word artist to Birmingham this summer.

Steven Camden, better known as Polarbear, is an award-winning author, poet, performer, playwright, screenwriter and creative project leader.

He has performed across the globe, taking to the stage at Glastonbury, in California, Kuala Lumpur and Melbourne. He has a number of books published by the likes of HarperCollins.

On Thursday 30 June, Polarbear will bring his multiple talents to STEAMhouse. But what does this have to do with improving storytelling for business?

Over the course of the afternoon, Polarbear will lead exercises into collaborative storytelling and character creation. He will ask you to reflect on your own practise, whatever your field, and develop ideas, characters and stories that connect.

In a relaxed and conversational setting, you will build settings, motivations and stories out of nothing.

You will have a sense of freedom in creating new ideas and running with them. Then, you can take these new concepts, ideas and methods back to your business to strengthen your storytelling.

See things in a new and exciting way

Polarbear’s appearance is part of STEAMhouse’s STEAM Labs sessions.

STEAM Labs are highly experimental but highly rewarding workshops that thrive on collaboration and creativity. They help businesses see things differently and apply new, exciting approaches to their work.

They impel them to think about the development of projects, products and services in completely new ways.

This is all underpinned by five guiding principles – conversation, exploration, collaboration, openness and newness.

Polarbear’s appearance will be a prime example of bringing together representatives from different disciplines, sectors and backgrounds, to create a thrilling atmosphere where new ideas – and new stories – are created.

Ready to apply new methods of storytelling for business? Register to attend Polarbear’s workshop today.