What is Storytelling and Business Storytelling?
In 1985 (the year I was born), there was no Internet. The world was extremely quiet: you could almost hear the autumn leaves falling. It was a time of contemplation. I am deeply grateful for having lived in that world — one where people could listen, read, and communicate with time and care. For me, that means living wisely.
Today, however, we live in an increasingly saturated world of information, where it’s hard to capture people’s attention. That’s why, more than ever, it is essential to tell a good story that brings back a sense of human connection lost in the noise.
This is where storytelling comes in — a powerful writing method that goes beyond simply sharing stories. It’s a strategy that’s transforming people’s lives and businesses, reshaping how brands communicate with clients and position themselves in the market.
Have you ever heard of Business Storytelling?
But what exactly is storytelling? And more specifically, what is business storytelling?
According to Rockcontent, “Storytelling is a term from English. ‘Story’ means tale and ‘telling’ means to tell. More than just a narrative, storytelling is the art of telling stories using techniques inspired by screenwriters and writers to deliver a message in an unforgettable way.”
In its purest form, storytelling is the art of telling stories.
Gone are the days when companies simply advertised their products or services. Today’s fierce competition has raised the bar for businesses, pushing them to find creative ways to sell.
Creativity now plays a vital role for businesses seeking to stand out in the market. That’s why using tools like authentic and emotional narratives has become essential. Through inspiring stories, brands can share their journey and values.
In Portugal, several companies use storytelling to highlight their uniqueness — I’m thinking of Delta Cafés, which embraces a humanized message through its slogan: “One Client, One Friend.”
The brand positions itself as a symbol of entrepreneurship and innovation in Portugal, showing that a simple cup of coffee can build a relationship. It’s this cup of coffee that fosters closeness and represents the spirit of the brand: by all and for all.
Storytelling begins, for instance, when we use a cup of coffee to tell a story. A story that engages and inspires people who, in a human way, connect with the brand. At this point, they’re more open to discovering the brand’s products.
Today, people don’t want technical speeches or direct, aggressive promotions. Storytelling is far more powerful — it stirs emotions and invites empathy, turning messages into powerful memories. As the saying goes, people don’t just buy products: they buy stories and experiences.
Why is Storytelling so Important Today?
We live in an age of fragmented attention and information overload. It’s easier to scroll through a phone and see hundreds of brands and messages within seconds than it is to focus on a book that demands silence and time.
In my view, fragmented attention doesn’t mean greater ability to absorb diverse concepts. As I mentioned earlier, I was born in 1985 — when people had time for reflection and inner exploration. That allowed for greater self-discovery through creativity. Yes, many stories were born in people’s minds. Today, we want to bring that creative process into business.
Storytelling, and specifically business storytelling, offers an antidote to the superficiality of modern times: it invites pause, listening, and identification.
Let’s not forget: brands today don’t sell just products — they sell purpose. And when that purpose is communicated with truth and emotion, it builds trust and loyalty. That’s why emotional marketing makes sense: emotions strongly influence purchasing decisions.
Examples of Storytelling in Business
Chocolate Brands
The Dubai Chocolate by Fix Dessert Chocolatier has gained major fame, filled with knafeh and pistachio cream. This chocolate bar has evoked emotions and established itself as a luxurious product with a unique taste. It went viral after a video described it as “a true work of art.”
Local Businesses: Azeite Castelo de Marvão
Years ago, I visited the Melara Picado Nunes Oil Museum in Marvão, in northern Alentejo. The space, once powered by the Dorna watermill, became a central place for community experiences. After a tour, we were invited to taste olive oil with bread. Several bottles were presented, and visitors had to guess which one was from Azeite Castelo de Marvão. Its flavor was unique and far from the industrialized oils sold in supermarkets. That tasting experience connected us to the brand in a very special way.
That’s storytelling in business — a story that becomes a memory. I still have great affection for that brand and others that keep authenticity and storytelling alive in their production process.
How to Start Using Storytelling in Your Business and Life
1. Know your audience: Understand who connects with your values and your brand. Not every client is meant for you.
2. Find your voice: How do you usually tell stories? Identify your style — that’s your voice.
3. Share real stories: People love a good story. What’s your journey? Share challenges and victories.
4. Be authentic: It’s not about manipulation. It’s about genuinely connecting with your ideal audience.
5. Use storytelling across multiple channels: Take advantage of digital platforms to amplify your message and values (social media, websites, etc.).
Final Thoughts
Storytelling and business storytelling are far from being just a passing trend — they represent a paradigm shift in how brands relate to people. We’ll always need powerful and authentic stories to build human connections. That’s what unites us — because we are, simply, human.
