MediaPost published a perspective from Brennan Nevada Johnson on the value of storytelling to build Black businesses. Okay, but don’t disregard the horror stories of systemic racism that tear down Black businesses.
The Importance of Storytelling for Black Businesses
By Brennan Nevada Johnson, Op-Ed Contributor
I’m in my third year of building a successful business as a Black-owned founder where I represent some of the largest BIPOC-owned brands in the world. I have zero outside investors, or partners, and my agency is entirely independent. I constantly get asked how I achieved this growth in such a short period of time, and the answer lies in one tactic that Black businesses don’t prioritize as much as they should: storytelling.
I can’t stress enough the need to leverage storytelling in all its glory if you want your business to go to the next level. The positive impact it can have on how well your organization performs and reaches new customers and members of your community are invaluable.
It can transform your business. It’s no secret that there are many challenges that prevent Black-owned businesses from reaching their full potential. As Black founders we are often left out of the equation when it comes to scaling. We face unfair roadblocks in landing new clients, we are overlooked, and securing VC funding to help make our dreams a reality is atrocious.
According to recent Crunchbase data, venture capital for Black entrepreneurs dropped a staggering 71% compared to last year, amounting to less than 1% of the overall dollars invested. So why do so many still end up relying on these alternatives over and over again expecting a different result? You’re only setting yourself up to fail. Black entrepreneurs need to adapt to new strategies and move away from trying to make VC funding happen. It’s not going to happen.
If you haven’t noticed by now, content is king. The founder who shares the details and behind the scenes of their journey are the ones who come out on top. It’s simple really. When shopping for a product or service, almost always a buyer is going to purchase when they know more about the origins and background, and why something was started in the first place.
They need to resonate with what’s being sold to them in a way that is organic and not forced. It goes far beyond marketing and commercializing, so ditch that mindset altogether. Storytelling is truly the only way for you to tap into someone’s emotions, make them feel seen, and persuade them to take action. It’s a great way to get attention and recognition that differentiates you from competitors in the industry. Without it, you’re just another brand in an already cluttered market that will soon be forgotten.
As a leader it’s your job to motivate and get access to what moves people. It doesn’t matter the size of your business either, whether you’re a solopreneur, SMB or a large enterprise, storytelling can help you do this.
But it’s important to share what’s compelling versus pumping out useless content that really isn’t saying anything at all. You need to have a framework in place beforehand. This should start with a conflict, then a complication, and finally a resolution. Think about what gets people talking — it’s books, it’s speeches, it’s movies, it’s a news article that you feel connected to.
Too many businesses believe that they should focus only on their wins and shout it from the rooftop. Don’t. It will only make people tune you out even more. Being vulnerable and honest in your approach is necessary when it comes to storytelling. And let’s face it, Black founders are not always given the space to do so, which could be why they aren’t taking advantage of this skill.
Disclosing the trials and tribulations will make you more relatable to someone who has never heard of your business before. One of my highest performing articles was when I wrote about being fired. Afterwards, I had people reach out to me saying that they appreciate my honesty and courage to discuss something that most shy away from. Storytelling allows you to engage and foster community, build trust, become a thought leader, and eventually secure brand loyalty. It’s your chance to interact and become more than just a faceless product. And yes, it can help drive sales and conversions.
Storytelling gives you the opportunity to be the author of your brand and control the narrative. Owning your voice is crucial, and as a Black founder you can use storytelling to fight stereotypes against you by sharing your unique viewpoints. All of this is possible when you give others a chance to step into your shoes. It bridges gaps and misunderstandings which many brands face in today’s cancel culture.
Storytelling is not a new concept. It’s been used throughout history across many different races, cultures and backgrounds. Look at Martin Luther King Jr, former President Barack Obama, and Oprah — all of these remarkable individuals have mastered the art of leadership storytelling. Black founders need to follow suit and integrate storytelling into their overall go-to-market strategies if they want to showcase authenticity and build a business that will stand the test of time.
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