Finding and sharing the stories that actually move your audience
“When I was young, I used to go to Florida on vacation and, every morning at the hotel breakfast, I’d eat at least a dozen bite-sized chocolate chip cookies.
I remember exactly how they tasted! And ever since I started cooking, I’ve been trying to recreate that flavor. Now, I’ve finally done it!”
This was the intro of a cooking show I watched recently. And I don’t know about you, but I was dying to see what made those cookies so unforgettable.
I don’t mean to rain on your parade… it wasn’t that exciting. But the story? It was enough to hook me. And that’s what got me thinking about how powerful stories can be, even when the content itself isn’t groundbreaking.
We all love a good story. But telling one, especially in a marketing context, is not as easy as it sounds. Some brands do it brilliantly. Others either skip the story altogether or fall flat trying to fake one.
What Good Storytellers Do
So, what makes a brand storytelling work?
I’ve been paying closer attention to the best brands and creators that create natural and engaging storytelling. Here are a few patterns I’ve noticed so far:
1. They drop you into the action
Instead of giving all the background up front, great storytellers start in the middle of the action: a moment, a problem, a shift. It creates immediate curiosity.
Try this: Start your next post or email with a moment of tension, realization, or change. Then pull back to explain why it matters.
2. They make the customer the hero
Don’t make the brand the main character. The most compelling stories flip that dynamic and center the client, positioning the brand as a guide.
Your customer is Luke. You’re Yoda. Tell stories that show their transformation, not just your product features.
3. They embrace conflict
No conflict, no story. We connect with challenges because we’ve faced our own. So don’t skip over the hard parts or polish them too much. That’s what makes the resolution actually land.
This approach works particularly well for case studies and testimonials as well. Go deeper than just “before and after.”
4. They tie it all back to a deeper message
A good story helps position you and your brand. So before you hit publish, ask yourself: what does this story help me say about my brand, my audience, or the problem I solve?
How to Find Your Brand Stories?
Not every story needs to be a dramatic tale of the company’s origin. The most resonant ones are often right in front of you, if you know where to look.
Founding stories are great, but they’re just one piece of the puzzle. People want to know what you stand for, not just where you started:
- Look inward: think about the human side of your business. Why did you start? What do you believe in? What behind-the-scenes moments reveal your values in action?
- Look outward: there are also powerful stories happening outside your business, with your clients, customers, and community. What have your customers overcome with your help? What stories are your audience already telling that you can amplify?
Ethical Storytelling: Building Trust Through Transparency
There’s a fine line between a compelling narrative and a manipulative one (and your audience can feel the difference).
Plenty of brands have learned this the hard way: their story backfired because it was fake, forced, or overly polished. Here’s what I’ve learned (and try to live by):
- Be real: don’t invent drama or exaggerate wins. The most powerful stories are grounded in truth, even if they’re messy.
- Share lessons, not just wins: if you’re comfortable, tell the story of when things didn’t go as planned and what you learned. These moments make you more human and build trust faster than a perfect highlight reel ever could.
- Share the mic: Let your customers or team tell their stories in their own words. A direct quote or short testimonial with context often hits harder than your best-crafted copy.
- Resist the hype: your story doesn’t need to be “unprecedented” to be worth sharing. Ditch the superlatives and keep it grounded. Just tell the truth, with clarity and care.
Open Tabs
The section where I share something I’ve been reading, watching, or thinking about — a spark that opened a new loop for me and might do the same for you.
“Dull marketing is like a beige Ferrari”.
That line stopped me mid-scroll, and it comes from this great read by Bader Rutter: How much is dull costing you?
It’s a sharp take on why playing it safe with your brand voice might be costing more than you think. Especially relevant if you’ve been thinking about storytelling but still feel tempted to polish the personality out of your content.
Give it a read. And if you’ve seen other great examples of bold brand voice or storytelling lately, hit reply and share them with me.
Thanks for reading. See you in the next loop,
Bruna.