How Startups Can Leverage The Power Of Storytelling

By  |  October 6, 2018

“Today, if you want to succeed as an entrepreneur, you also have to be a good storyteller.” 
-Richard Branson

We all love stories. Not only that, we love stories that are emotive, emphatic, and unique.

As a startup founder, it is your job to ensure you tell your brand story to your target audience. Tell it and let them know why you do what you do.

Credit: Giphy


Take, for instance, TOMS; they do all they can to tell their story. Their story is that whenever you buy a pair of TOMS shoe, TOMS donates one pair of footwear to a child in need of shoes. Isn’t that lovely?

Cross-Border Money Transfer In Africa: Is Bitcoin The Golden Silver Bullet?


Your story is yours to tell, and you should tell it at every opportunity you get. Your story is what moves people to make a purchase or tell others about you.

Your story makes your brand unique and stands out from the pool of competitors. Leverage the power of storytelling today.

Anyone can use storytelling for marketing, you need lots of creativity, and it isn’t about money.

Another example is that of Coca-Cola, they gained tremendous traction with the Coca-Cola’s Share a Coke campaign, where you can personalize your Coca Cola with your name or that of your friend’s.

Your target audience would remember stories even when they forget your brand name or color. Stories are captivating, and they stick to one’s head.

People relate to stories, and they can imagine themselves in your stories.

When telling stories, it is important to tell stories that would lead your target audience to make purchases or tell someone about your brand. Stories that don’t lead them to take action won’t benefit your brand.

Likewise, you need to make your story simple, precise, relevant, repeatable, and understandable for your target audience. Clear stories help people to make sense of situations, brands, concepts, etc.

Another thing to consider when talking about stories is authenticity. Just because people love good stories doesn’t mean you should fabricate stories to attract people. Your stories must be authentic.

Whatever you do in your startup; you can leverage storytelling. For instance, if you are applying for funding; you need to tell a compelling story to make VCs understand your company’s purpose. In addition, if you are hiring, you need to tell a story that would make potential hires understand your company’s vision and mission. Likewise, your story ought to be highlighted in your marketing materials.

Before customers make a purchase, they have to first know you, like you, and then trust you with their money.

How do you leverage storytelling for your startup business? We would love to hear from you below!


Journalism is broken in Africa

Help us build a narrative on African Business, Startups, Tech and Economy
Join us today to empower great story telling, one story at a time

Monthly Membership


(billed monthly)

Access To 1 Month WT Membership

Access To Premium Newsletters For 1 Month

1 Month Access To WT's Content Archive

Access To WT's Conferences & Events

Access To All WT's Research Reports On Africa

Access To Podcasts, Video Content & Recordings

Subscribe Now

Annual Membership


(billed annually)

Access To 12-Month WT Membership

Access To WT's Conferences & Events

Access To All WT's Research Reports On Africa

Access To Podcasts, Video Content & Recordings

Access To All Premium Newsletters

Unlimited Access To WT's Content Archive

Subscribe Now

If you are a Corporate or a Student, please reach out to us for subscription at [email protected]