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But, none of it works if people don't feel something about your business.

05. September 2025
Colin Indermaur
  • Colin Indermaur, creative director and storyteller, explains why storytelling matters in business and personal branding. The image highlights the phrase “Why storytelling matters in your business” to directly engage professionals and entrepreneurs. Colin’s perspective comes from his work in creative direction, filmmaking, and visual storytelling, helping brands translate their values and vision into content that builds trust and connection. This post emphasizes that people connect to emotions, journeys, and meaning — not just products or data. It speaks to business leaders, CEOs, entrepreneurs, and creatives who want to make their brands unforgettable by leveraging the power of storytelling.

In business numbers matter. KPIs matter. Strategy matters. But, none of it works if people don’t feel something about your business.

And that’s where storytelling comes in. Storytelling isn’t just about making your brand look good. It’s about helping people understand you. Why you exist. What you believe in. And why it matters. Because people don’t connect to facts. They connect to emotions. They connect to the story behind the product. To the journey behind the leader. To the meaning behind the brand. That’s why the companies with the strongest brands don’t just sell - they inspire. They don’t just present data - they share vision. They don’t just talk about what they do - they show who they are. Think of Steve Jobs at Apple or Elon Musk at Tesla and SpaceX. They didn’t just sell products. They told stories. Stories about vision, innovation, possibility, and identity. And people didn’t just buy the products - they bought into the story. And when you tell your story well, something powerful happens: People don’t just buy from you. They believe in you.

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