The Power of Storytelling in Branding

The best writers, speakers, trainers, leaders and teachers know how to tell stories.

A brand that stands out is easier remembered by the public and easier to access mentally, compared to others in the same category. Thus, over time, it manages to create a connection with potential buyers, which directly contributes to a powerful position in the market.

A brand that stands out quickly becomes a strong brand.

TED – a global community whose mission is to spread ideas designed to change viewpoints, lives and, ultimately, the entire world. More than that, it’s one of the best examples of how easily engagement can be created by the people through a simple narration, raising the imagination of the public.

The most readily accessible tool for any brand is the word. Multiple words create a story. The story is the one that is capable of captivating in the easiest and most honest ways a child, an adult, a consumer and a buyer. It has the ability to bring to the surface and reinforce a positive emotion.


To build the story of your brand you have to answer 2 questions:

  1. What’s the purpose of your brand?

An excellent example of storytellers who easily and frequently answer this question are the non-profit (non-governmental) organizations. For this reason, we actively choose to invest our time and money into these organizations, without expecting a specific product of service in return.

If more brands approached the communication process form the perspective of an NGO, meaning that of helping the customer in the first place and selling something to him after, the rate of their success would significantly increase.

2. What distinguishes your brand from others?

The importance of a brand’s offer has diminished over time. In a constantly growing market, the competition is just as tough, and the main point of difference is not what a brand offers, but how it offers. Why does it choose to do what it does? Behind the answer to this question lays the starting point of defining any brand.


To turn a story into an effective tool for your brand, it must be told in a transparent and authentic way. In other words, it must present a core belief (the moral of the story) and help the target audience achieve the desired happy ending.

The stronger the moral of the story is, the stronger the relationship between the brand and consumers will be. However, the moral of the story may not be the same for all audiences. Brands need to predict this and construct different approaches in order to grow their customer base.

If a large base of consumers are actively ignoring your brand, they certainly won’t do the same with its story.

Advertising. Storytelling. Engagement

Each brand tries to create a connection with its target audience, but their goal is not always achieved as expected. For example, most of them only “interrupt” the user  when he spends time on social networks. Why this interruption? To communicate to him who he is, why he is the best, why he is better than the rest and what he has to do, as a potential consumer.

More than 75% of emails received from companies are not open and 99% of banners are ignored. One of the main goals of advertising is to maintain the consumer’s long-term attention, and the second is to create engagement.

In advertising, the story isn’t an entertainment tool, but the base of changing a decision, attitude or behavior. Therefore, brands must dedicate a large amount of time in building relationships, based on which to successfully integrate their target audience in the brand story.

Storytelling is the main element that changes the perspective from which you look at advertising. Furthermore, it improves your communication process and raises its impact for your brand. The optimal integration of storytelling in branding helps you identify the factors that determine the actions of consumers. It facilitates communication between them with the help of emotion, to which consumers react accordingly.

The evolution of a brand involves all these elements, based on two fundamental concepts: the creation of a story and the way of transmitting the narrative. Through these elements we aim to establish a long-term connection with the target groups, based on understanding the importance of developing a relationship with the consumer and reshaping him into a customer.