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The SharpCloud Blog

The SharpCloud team share their insights into visual roadmapping, dynamic presentations and the project planning process

Business Storytelling - Visually Communicate & Connect


From early times, we’ve learned from stories. Data is here one moment, gone the next. Stories connect organisations to their clients and members. Stories make your brand come alive, show how your product or services are helping others succeed, and provide an insight into how you respect your customers and clients. Telling effective business stories will build client connections and relationships.

Creating quality brand stories requires skill, insight, and ongoing effort — it’s definitely not something that can be mastered overnight. But even if you had all of the time in the world, your brand’s business storytelling efforts probably won’t get any easier to develop and manage unless you have the right strategic plan in place.

What is business storytelling anyway?

The short simple answer is brands sharing their messages in ways that engage audiences and drive them to take a desired action, like making a purchase, calling a sales person, downloading or subscribing to content, etc.

People tell business stories to communicate and connect with employees, customers, colleagues, partners, suppliers, and the media. Business stories differ from regular stories, in that you tell them with an objective, goal, or desired outcome in mind, rather than for entertainment. When done well, business storytelling can effectively support a brand, connecting it with readers, listeners, or viewers and incentivising them to come back for more.

Your brand’s story has to resonate with people at a level that goes way beyond what’s tangible — the functionality, features, and benefits of your products or services — to create a deep, emotional connection with your audience. You have to create something that they want to be a part of and show that you really “get” who they are and what they need.

To tell your story, you have to know your reason for being in business and be able to articulate it clearly. What is your purpose? What is important to you? What makes your product different from the competition?

A good story is authentic, creative, makes an emotional and personal connection, provokes action, takes an audience on a journey with the brand. To create a good story you need to listen, be personal, inspire action, continue to listen and think ahead. It is important to create a business storytelling plan that allows you to evolve and develop based on your customers requirements and feedback.

SharpCloud stories are completely data-driven, agile and engaging. You have the ability to control the level of detail. From snapshot, high-level overviews of roadmaps, you can instantly drill down into specifics, explore relationships and revert back to the original view – and that is just for starters.

Download your introduction to business storytelling




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