Brand Storytelling | Marketing

Oftentimes, marketers use the word “storytelling” and the importance of it. It’s without a doubt, it’s an effective way of growing your brand… and sometimes you might have done it without noticing. Let’s unpack it. 

Firstly, understand that Brand Storytelling is the use of evoking emotions to connect your brand to customers, this creates a company’s essence. This means focusing on creating empathy by linking what your brand stands for – with the values you share with your customers. 

The powerful brands that succeed in telling stories are the ones that know how to capture attention, create empathy, and drive them to take action.


Thanks to the internet, reaching out to clients has never been cheaper and easier. The problem is that you’re now competing with tens of thousands of brands – big and small for your customer’s attention. How can you make sure you’re the first option? 


The power of Storytelling 

What makes brand stories powerful is one thing: EMPATHY. 

Great stories create an empathetic bond, and connect you with your audience, it builds brand loyalty. This is because the consumer can resonate – which can help you with their confidence in your product or solution. 

Stories affect us physically and mentally – this means that whatever you encounter, your audience feels more or less the same way you do because our brains can’t tell the difference between reality and story. The same way you can feel the pain your favourite character in a movie feels, even if the story is not real. 

5 elements of brand storytelling

  1. Consistency and authenticity 
  2. Knowing your audience
  3. Communicating the problem you solve
  4. Building your character
  5. Connecting with your community.

How-To Tell Stories 

Capture attention 

Attention is what every brand is fighting for with its competitors. A marketer said…

“Great stories draw us in. They maintain our attention by taking us on an emotional roller coaster ride.” 

This is just the same as in your favourite movie, you stay tuned until you find out what happens eventually to the main character. In this instance, you stay connected and attuned until you find out how a brand solves your problem. 

Create empathy 

By creating empathy with the audience, and telling a story that evokes emotion, your brands can take advantage of storytelling. We have mentioned prior that emphatic stories create resonance. So then, inject an obstacle into your story that customers can relate to, and position your brand, product, or service as hero. 

Drive them to take an action

With anything you do, remember to insert your CTA (call to action) to compel action. You caught their attention, got them hooked to your story –  mixed with emotions, now to offer them your solutions and add a call to action: it could be COMMENT, CALL US, EMAIL US, CLICK THE LINK, anything. 


The following are common types of brand storytelling.

  • Mission – the story of why your brand exists. This also tells your audience what you stand for, and how they can possibly support you. 
  • Vision – painting a compelling picture of the future of your company, brand and products.
  • Founders & Employees – what inspired you to work with them? What qualifies then to be in your team, or in your industry? Success in career?
  • Organizational Culture – these are your principles, set of beliefs, values, language, and everything that make up your brand and/ or team what it is.
  • Marketing and Advertising – your use of videos, GIF, images and other marketing material to communicate your message in a way that your target market understands.

We can go on and on but we will end it off here for now. Let us know how you connect with your target market in your business in the comments, we would love to hear from you!