Storytelling is “the new strategic imperative of business,” according to a report in Forbes. A brand with a strong narrative is a powerful brand – and science backs up the power that stories can bring to a business. Studies have found that by telling stories, the brains of the storyteller and listener synchronize, creating a shared experience. The brand consultancy Buffer suggests three ways you can use storytelling to help your business as it relates to employees, vendors and customers: First, instead of offering suggestions to get people on board with your ideas, tell a story that has the outcome you’re hoping the suggestion would have achieved. Use persuasive language – bringing in quotes or stories from outside experts as needed – and simple, heartfelt words to get your message across. Then apply those actions to a challenge you’re facing using the communication vehicles you have at your disposal. Need to get your team to improve its waste management or food safety practices? Weave real-life stories into their training sessions. Want to make sure your guests know about your efforts to buy from local suppliers and support the community? Integrate language into your menu that describes the origins of your ingredients and make sure your marketing materials and social media communications tell stories about your local connections.