What is the secret to the appeal of brands like Nike, Dove or Patagonia? They don’t just sell products, they tell stories. Through compelling brand storytelling, they invite their audiences into their world, creating authentic connections and fostering loyalty.
In this article you’ll learn what brand storytelling is, why brand storytelling works so well and how to create stories that people remember.
We also take a look at how stories affect the brain and what you can learn from good fiction to optimise your brand communication.
Why is Brand Storytelling More Important Than Ever?
People don’t just buy products, they buy into brands. And they’re often drawn to stories they can relate to, believe in or feel inspired by. In fact, a staggering 68% of consumers say that brand stories influence their purchasing decisions.
But why are we so fascinated by stories in the first place?
From ancient cave paintings to Netflix series, storytelling has always helped us understand the world, connect with others, retain information and feel something.
And that’s exactly what makes brand storytelling such a powerful marketing tool. If used well, you’ll not only make your brand more memorable and approachable, you’ll ensure that people can’t help but remember it.
9 Reasons to Use Brand Storytelling
1. People Crave Connection
In a world full of choices, people are drawn to brands that share their values, beliefs, and identity.
Stories create emotional bonds, tapping into our deep need for connection. Just look at how religious stories have brought people together for centuries.
We even use stories in everyday life to bond with others. Evolutionary psychologist Robin Dunbar has found that 65% of our conversations are social in nature—mostly gossip. But this gossip is by no means irrelevant. It helps us build trust, maintain relationships and find our place in a group.
And this is where brand storytelling comes in. A strong story gives your brand a soul and turns it from another company into something people want to identify with and belong to.
2. Trust Is the New Currency
According Edelman Trust Barometer, 81% of consumers say they need to trust a brand before they’ll consider buying from it.
But trust cannot be forced. It can’t be achieved with a clever tagline or an attractive logo. Trust is earned through honesty, reliability and consistency.
Brand storytelling gives you the opportunity to pull back the curtain and show the human side of your brand—whether it’s telling your success story or an honest story about how you’ve overcome challenges.
When people feel they know your brand and see it delivers on its promises, they are more likely to trust it and ultimately choose it.
3. Stories Cut Through the Noise and Stick
On average, people are exposed to between 6,000 and 10,000 advertising messages every day. But while we forget most of them immediately, stories tend to stick around.
This is because the brain processes fictional stories in a similar way to real experiences. This means that we can learn as much from stories as we can from real experiences.
Stories also trigger our emotions, spark our curiosity and improve our memory. In fact, Jennifer Aaker of Stanford University found that stories are up to 22 times more memorable than pure facts—another reason why brand storytelling works.
4. Stories Inspire Action
But stories not only help us remember, they also move us to action.
When we enter a character’s world, we become emotionally involved in their challenges and experiences. And the truth is, we act on feelings, not data.
In one study, people who were told a personal story about a specific child in Africa donated on average twice as much as those who were presented with statistics alone.
What this means for brands: If you want to get people to take action—whether it’s to buy, support a cause or change their behaviour—don’t just present facts, tell stories they can relate to.
5. Stories Build Brand Loyalty
A good story can turn casual shoppers into loyal fans who buy again and again and enthusiastically recommend the brand to others.
In fact, people are 55% more likely to buy from a brand whose story they can relate to.
An example is Patagonia. The company’s stories reflect its values and environmental commitment. This resonates with people who share similar beliefs and feel connected to the brand’s mission.
A good story can turn a product into a movement. After all, people often buy to convey a certain image of themselves.
6. Stories Add Meaning to Your Brand
Brand stories give meaning and direction to your business. They create something your team can stand for and your audience can believe in.
Why is this important? Because people seek meaning.
Even in extreme situations, meaning gives people strength. For example, Holocaust survivor Viktor Frankl wrote that those who could understand their suffering as part of a larger order were more likely to endure.
While marketing is not about life and death, brand storytelling taps into this very need for meaning.
Take Guinness, for example. Its “Good things come to those who wait” campaign transformed a potential drawback—the long pour time—into a symbol of quality, patience, and reward. The ritual of waiting became part of the experience, elevating a simple drink into a moment of meaning. Their iconic 1999 “Surfer” ad captured this beautifully, showing that the best things in life are worth the wait.
7. Stories Help Differentiate Your Brand
A story can also give your customers a reason to choose your brand over the competition by helping to communicate your unique brand positioning.
A good example of this is the Significant Objects experiment. In this experiment, researchers and copywriters increased the total value of simple commodities from $128.74 to $3,612.51 by writing backstories for them. This equates to a 2,706% increase in value through storytelling alone.
8. Stories Pass On Culture and Knowledge
Throughout generations and cultures, stories have always helped pass on knowledge, uphold values, share life experiences and shape our worldview. From fairy tales to myths to everyday gossip—stories help us understand who we are and where we belong.
Brand stories are no exception. They communicate your organisation’s mission, values and beliefs. By emphasising what you stand for in your brand storytelling, you shape a brand culture that aligns and connects your team and your audience.
A great example are Dove’s Real Beauty campaigns. By challenging beauty ideals and putting real people at the centre, Dove has created a culture based on inclusivity and self-acceptance.
9. Stories Entertain and Make People Feel Good
Finally, let’s not forget simpe pleasure a good story can bring! Stories can trigger the release of dopamine, the so-called feel-good hormone. This should not be overlooked, especially in difficult times.
A good example of how brands can create joy is Marmite. Its entire brand communication revolves around the “love it or hate it” motto. Because people either love the taste of the product or they hate it.
Marmite uses this tension in a humorous way in its adverts. One particularly hilarious ad was the ”The Gene Project” campaign. The brand worked with scientists to develop a test. This was used to show that a preference for Marmite is literally in your genes.
While not everyone likes Marmite, these stories have become part of pop culture and made the brand unforgettable.
7 Common Themes in Brand Storytelling Plus Examples
Often, brand storytelling is made up of many different stories. Here are 7 themes that come up repeatedly, as well as examples of each theme.
1. Origin Story
This narrative explains the company’s beginnings and the key moments that shaped its identity.
- Why was the company founded?
- What challenges has it overcome?
Example: Ben & Jerry’s started with two friends, a $5 ice cream-making class and a renovated gas station.
2. Mission and Values Story
These narratives express the purpose and fundamental beliefs of a brand.
- How does the brand want to make a difference?
- What fundamental values guide the brand’s actions?
Example: Tony’s Chocolonely’s mission to make its chocolate 100% slave-free is woven into its product design and campaigns.
3. Customer Experience Story
This is about how customers interact with and benefit from the brand’s products or services. This frequently involves the sharing of personal experiences.
- What role does the brand play in customers’ lives?
- What positive results do they achieve with its products?
Example: In its “No Wasted Days” campaign, Arc’teryx tells the stories of people who find personal strength, a sense of belonging and new perspectives in outdoor experiences.
4. Employee Story
This shows the personal experiences of the people behind the brand, which is particularly relevant for employer branding.
- What skills and perspectives do the employees contribute?
- How does the company support its employees?
Example: Mailchimp often showcases its company culture through the diverse talents and personal projects of its employees.
5. Product Story
This highlights what sets the products apart by clearly communicating the specific problems they solve and the unique features that make them stand out.
- What problems are the products solving?
- What makes them different?
Example: Dyson’s narrative focuses on its technical innovation and how its products effectively use technology to solve everyday problems.
6. Community Involvement Story
This type of brand storytelling demonstrates a brand’s philanthropic efforts and its commitment to social or environmental causes.
- How does the brand give back?
- What impact does it want to make?
Example: LUSH’s strong commitment to ethical supply chains and against animal testing is an integral part of its brand communication.
7. Industry Leadership Story
Through these stories, the brand is presenting itself as a pioneer and trendsetter in its sector. It highlights its expertise and forward-thinking approach.
- How is the brand shaping the future of the industry?
- What groundbreaking innovations has it introduced?
Example: Allbirds highlights its sustainable materials and excellent carbon footprint, positioning itself as a pioneer in the field of sustainable footwear.
8 Steps to Craft Your Brand Stories
Now that we understand why brand storytelling is so vital and what themes it can have, you might wonder ”But How to do brand storytelling?“
Let’s explore how you can craft a narrative that builds meaningful connections.
1. Understand Your Audience
Before you write your story, step into your target audience’s shoes. The best stories speak directly to their needs, beliefs, frustrations, and dreams.
Ask yourself:
- Who am I talking to?
- What do they care about?
- What’s going on in their life when they encounter my brand?
- What problem do they need to solve, or what aspiration do they have?
Tip: Create a simple audience persona. It doesn’t have to be perfect—but it will help you keep your stories relevant and focused.
2. Clarify Your Core Message & Values
Once you know your audience well, define the key message you want them to take away.
- What transformation, change or improvement does your brand bring to the audience’s life?
- What values drive your brand?
- What do you want your audience to feel when they hear your brand story?
Tip: Remember that defining your core message and values is also a way to make your brand stand out from others in the industry.
3. Structure Your Story
Good stories follow a clear structure that takes the audience on a journey. When crafting your brand story, you can use the classic narrative structure commonly found in literature.
Donald Miller also used this structure in his famous book, Building a StoryBrand. This ensures that tension builds and your message is conveyed clearly and engagingly.
Every brand story should include the following elements:
- Protagonist: Who is the main character in your story? This can be your customer (most common), the founder, or even the brand itself.
- Goal: What does the protagonist want, and why is it important? This is the driving force of the story.
- Obstacle: Every story needs tension. What is stopping the protagonist from reaching their goal? Address both internal and external struggles.
- Guide: In most cases, your brand is the guide. How can the brand help the protagonist move forward?
- Plan: What steps does the protagonist take to overcome their problem? Show their journey.
- Stake: What is at stake if the protagonist fails? Make it clear what’s on the line to increase emotional engagement.
- Transformation: How does the protagonist change at the end of the story?
Tip: You can download Donald Miller’s famous StoryBrand worksheet, here. It’s a little different from my structure above.
4. Identify Brand Triggers
Your brand story is actually made up of smaller moments that, over time, form a bigger narrative.
These micro-stories are shared across various platforms and in different formats. To help people instantly recognise the connection, you should identify themes that act as brand triggers and that people can immediately associate with your brand.
These distinctive triggers, or themes, could be:
- Styles: Recurring motifs, such as Red Bull’s winges theme, Mastercard’s “Priceless”, or a distinctive setting.
- Moments: Simple actions, such as twisting an Oreo or adding lime to a Corona beer.
- Components: Iconic elements, such as the grey Whiskas cat.
Tip: Once you’ve identified these brand triggers, use them consistently in your brand storytelling. They will ensure instant recognition of your brand in the long run.
5. Incorporate Emotion
Emotions lie at the heart of every good story. Without them, your story will struggle to create a real connection with your audience. Therefore, consider what feelings you want to evoke with your brand story.
- Should it embody rebellion, like Oatly, which challenges the dairy industry with its unconventional message?
- Or perhaps nostalgia, like Vacation Sunscreen, which evokes memories of carefree summer days?
- Or would you like to inspire the drive for self-improvement and perseverance, like Nike?
Tip: Make sure that the emotions your storytelling evokes align with your brand personality. This creates a consistent and authentic brand experience.
6. Be Authentic and Humanise Your Brand
Ultimately, people connect with other people. So, show the human side of your brand.
Provide behind-the-scenes insights. Share honest customer experiences. Share your brand’s origin story. Feature the people behind the brand—from its employees to its customers. intimacy.
These personal impressions foster connection, showcase your brand’s personality, and foster loyalty.
Tip: Authenticity often shows in the small, genuine moments. Share everyday scenes, honest insights, or small anecdotes—this makes your brand tangible and approachable.
7. Use the Right Channels to Tell Your Story
Your brand communication isn’t confined to one place. It should be shared in small snippets across various platforms and times. Each of these micro-stories contributes to the bigger picture.
But who says storytelling has to be in words? Visual elements breathe life into your stories, making them more memorable and shareable. Use a variety of media, such as photos, videos, graphics and real-life events, to convey the same message in different ways.
Here are some examples:
- Website: Your branded website is the central hub for your storytelling. Use it to showcase customer stories, images, text and information that reinforce your brand message.
- Social media: Share easily digestible content, such as behind-the-scenes glimpses, customer feedback, and inspiring moments. Platforms such as Instagram, TikTok and LinkedIn provide ample opportunity for this.
- Videos: Video content engages multiple senses by combining image, sound and emotion.
Tip: Don’t assume everyone sees everything. Spread your brand story across multiple channels to meet your audience wherever they are. Repeat the same stories again and again in different ways.
8. Be Consistent
Consistency in brand storytelling is key to ensuring recognition and a strong brand identity. So, maintain a consistent tone, style, and message across all your brand storytelling efforts.
The best stories can be told in many ways. Once you’ve developed compelling brand stories, tell them repeatedly—each time in a fresh yet consistent way.
Tip: It’s easy to get carried away with new creative ideas, but your core brand stories should remain consistent.
Create a simple cheat sheet with your key messages, tone, and visual style. Repetition is what makes your brand recognisable and builds a connection.
Key Takeaways
- Brand storytelling helps you to build an emotional connection with your customers, encouraging them to both buy from you and remain loyal.
- Stories tap into our human need for connection, meaning and belonging. They make your brand more relatable and memorable.
- By sharing your brand’s story, you can convey its unique positioning and increase its perceived value, helping you to stand out in your industry.
- Good stories communicate your values, create a shared vision and foster positive emotions and a strong brand culture.
- Common themes in brand storytelling include your origin story, your mission, customer experiences, stories from your team, your products, your social engagement and your role as a founder.
- The key steps for a strong brand story are:
- Understanding your target audience
- Clarifying your brand values
- Structuring your story meaningfully
- Evoking emotions
- Being authentic and human
- Using the right channels
- Staying consistent
So why does brand storytelling work?
Because it creates a deeper emotional connection with your audience. With the right strategy, you can transform your brand from an interchangeable product into something people can identify with and get excited about. Something they won’t easily forget.
Whether you’re a startup or an established brand, integrating storytelling into your branding strategy can set you apart from your competition.
If you enjoyed this article, check out 4 must-reads that go beyond the typical branding books—two of which have significantly influenced my view of storytelling.
So, what story lies behind your brand, and how can you tell it in a way that touches people?
By the way, you might find my Brand Storytelling Workbook helpful—just sign up for my newsletter, and it’s yours.
References
The Atlantic. The Psychological Comforts of Storytelling
Reporter. The Evolution of Storytelling
Title Image by Mikhail Nilov
