The Art of Storytelling


In today’s society, people crave an emotional connection to brands. Storytelling is a powerful way to create this type of connection. Storytelling in branding can be used as a marketing tool by helping brands connect with their audience and build customer loyalty. In the following article, we will examine how storytelling plays a role in branding. We will then discuss some successful examples from popular companies that have been able to use it successfully for their business goals so you, too, can implement this strategy in your own brand.

What is storytelling in branding?

Storytelling, also known as brand narrative or content marketing, is a way for brands to communicate their story and personality with potential customers. Storytelling can take many forms including blog posts, videos, infographics and even social media posts. This type of communication provides an opportunity for businesses to tell the public about who they are and what makes them unique while also building customer loyalty and trust.

Why storytelling in branding is important

This strategy has proven itself helpful to companies trying to connect with their audience. This is because it allows brands to convey feelings rather than just factual information, which tends to be more effective at engaging people emotionally. Thus, we will be able to create a connection with the client/customer beyond our products & services.

How to tell a good story

When it comes to telling stories in marketing, businesses often fall into the trap of creating a story that is too complicated. In order for your brand’s tale to be successful, you will need to write something so simple and straightforward that even children can understand it. However, at the same time, don’t oversimplify because people then people will lose interest.

A major element of a good story is the existence of a main subject, which is an entity or individual that is the main role of the story. To ensure your story is audience-focused, make your audience your main subject. This means that everything else is built around your audience: your solutions, the way you work, your work ethics, etc. Then, you’d ideally identify a relatable problem or pain point in which your company solves. This could be the basis of your offerings. You can add the benefits of choosing your company over your competitors for an added marketing angle. These benefits are not limited to business, it can be a societal element or a personal one. For example, if they buy your product or service, they will be able to free up their time so they can do what they love. This way, you are injecting more lifestyle-based solutions than just a business solution.

Examples of storytelling brands

Bodyshop – known for cruelty-free products, community-driven and organic materials for their products. Over the years, they’ve built many campaigns around these topics, such as Come Together Act Together, Isolated Not Alone, Save Cruelty Free Cosmetics.

Nike “Just Do It” – celebrates sports performance and inspires people of all kinds (both athletes and ordinary people). Quoting their mission: “BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE IN THE WORLD. IF YOU HAVE A BODY, YOU ARE AN ATHLETE”

McDonald’s – The symbol of the American dream. It started as a small business that became global. Wherever you are in the world, McDonald’s promises consistent quality, with a few special local fusion menus.

Levi’s – Inventor of ‘the blue jeans’. Their very first target audience was working-class men. They promised durability and quality, a value they still uphold today even with the broadening of product lines. It’s a brand that is legacy-driven, with a long history of supporting good causes through its Levi’s Foundation.

The benefits of using storytelling in branding

Storytelling is not just about selling (everyone sells, but no one likes to be sold to). It’s more about building a connection, community and shared values. It shows how brands are not just about the product itself: they’re much larger than what initially meets the eye. Brands go beyond logos and colours; it goes into people’s hearts and minds — or as author Simon Sinek puts it ‘People don’t buy what you do; they buy why you do.’ It tells us who we want to become when we purchase from them because of their beliefs system and culture built around its brand DNA.

Tips for telling a captivating story

  • Show your values, and act on them.
  • Mindfully commercial: Yes, people know you’re trying to convince them to buy from you. However, give them something more than just products and services. Show the benefits of buying from you that is more than just the material world.
  • Nothing beats genuity and authenticity. Use storytelling not just as a marketing scheme, but to establish the direction of your company as a whole.
  • Identify where you stand in the market landscape. Other companies may sell the same products & services as you, but use an angle that is uniquely you.

Storytelling is a powerful tool that can be used to help brands connect with their audience and build customer loyalty. It’s not an easy task, but the return on investment is worth it. We hope this post helps you learn about the power of storytelling, so you too can use it in your own brand!