Using storytelling to strengthen your brand name


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Storytelling for brands is the secret of those companies that tell exciting stories and delight their customers. You may have seen a commercial, read a text, or seen an ad for a company that seemed designed for you, with an inspiring example of overcoming and a touching message, right? This technique is used in marketing to create emotional connections with people and associate brands with positive values. 

Are you interested in knowing how storytelling for brands works? Keep reading and find out how to boost your business by telling good stories.

What is storytelling?

Storytelling is a way of communicating an idea through a narrative style by using words or visual aids. The goal is to involve people to convey thoughts and facts through a fluid, relevant, and cohesive story. The more the audience connects with the story, the more compelling the message will be.

Now, you may be asking yourself: what are the benefits of this practice? Companies that develop ways to tell good stories can establish a great brand image and captivate their audience. 

Besides, they build a good relationship with customers, suppliers, and employees. All of this added together, helps brands to keep employees more engaged and improve sales results. You must still take into account that, in general, people can easily remember stories than to memorize data. Storytelling makes companies humanize the product or service and, in this way, bring the brand closer to the final consumer. So, the sooner you master the art of telling good stories, the better your business results will be.

Ingredients of storytelling

It seems easy to say: tell stories. But finding the exact intersection between an inspiring stories (which in itself is difficult to create) to identify the brand’s need. 

Remember, a story shouldn’t look like an ad; it should look like a story.

More emotion and less reason

Your story should provide an emotional incentive. Always remember that you are not presenting the results obtained with an action plan or the goals to be met in the next semester. When a story doesn’t tell or reveal something personal or unknown about the brand, the story can get boring or monotonous. 

Rather, you should show emotion, love, grief, pain, anger, struggle, or conviction. If your story does not show concern, it will not mobilize people to do something, nor will it call for action. Try to produce a change in perspective or attitude with your story.

Hyper personal Communication 

In the era of individualization, brands must connect directly with each customer to build trust, credibility, and loyalty. Obviously, given how tedious or impossible it is sometimes to have a one-on-one conversation, the key lies in designing marketing mix that responds to each social group. In social networks, the segmentation capacity is simpler than in the offline field, where you must establish groups for concerns: entrepreneurs, immigrants, singles, etc.

Show the successes but also the failures

As paradoxical as it may seem, always remember this: people do not sympathize with brands that have the path paved, but with those that have the ability to fight and overcome to face failures and emerge victorious at the end of the battle. If you show this earthly side, people will have a deeper and more personal connection with your brand because you will be demonstrating that to err is human and that when directed by professionals, your company can also make mistakes. The key will be to show how you have solved it to remain firm as a reed!


Storytelling gives you an engaging and authentic way to connect with your target audience. Compared to traditional advertising, narrative communication has more impact because the audience is biologically wired to be receptive to it. And the demand for this type of storytelling continues unabated. 

To be successful in storytelling, brands will need to develop clear messages and maintain consistency in their values ​​across each story. Great stories will accomplish a lot more than just selling a product or service – they will bond potential customers emotionally with your brand.

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