If I were to start this article with a tip from one of my favourite TED Talks on storytelling by Andrew Stanton, filmmaker of Toy Story and WALL-E, it would go like this:
‘And that is how you use storytelling to make your audience care about your brand…’
Because Stanton’s advice is to start at the end. Give your audience a glimpse of where you’re taking them. Create a promise that what follows will be worth their time. And when it comes to brand storytelling, that’s exactly the point.
Why I Care So Much About Storytelling
I’ve worked in PR and communications for over 16 years, and storytelling has always been at the core of what I do, whether I’m writing a thought-leadership feature or an award entry, or creating a campaign that persuades, rather than shouts.
But storytelling isn’t just my day job. On the side, I’ve been working on my first novel, inspired by my family history. The opening was shortlisted for the Women’s Prize Discoveries competition, and I was awarded Arts Council funding to complete it – incidentally, I used storytelling to write a successful bid.
What has struck me most in moving between creative writing and communications is this: the same craft rules apply. Both are about making an audience care. Whether that’s a reader staying with me for 100,000 words or a client’s audience pausing on a 400-word case study, it’s the same principle.
And the key? Individualising the story. The stories that stay with us are the ones that engage us on a human level. They make us feel something, whether that’s empathy, curiosity or wonder.
What Storytelling Does in Marketing
The brands that get storytelling right are the ones that look beyond their product or service and think about how their customers live with them. How do people use what you make? Where do they take it? What difference does it make to their lives?
A brilliant example is Tesco’s It’s not a little thing, it’s everything campaign. The magic isn’t the products on the shelves, it’s the way food anchors the moments that make up our lives. A family dinner, a cup of tea, a small gesture that quietly becomes something bigger. You don’t just watch the advert; you connect with it. You apply it to your own circumstances. It becomes personal. You care.
That’s the difference storytelling makes. It transforms a brand from functional to emotional. From something we use to something we belong to.
What Kind of Stories Can Your Brand Tell?
Not every business has an Oscar-winning plotline up its sleeve, but here’s the good news – you don’t need one. Some of the most effective marketing stories fall into familiar categories:
- Origin stories – Why you exist in the first place. (Think Ben & Jerry’s activism)
- Overcoming the odds – The underdog tale. Perfect for challenger brands.
- Customer hero journeys – Your audience as the protagonist, succeeding with your brand’s products or services.
- Social mission stories – Shining a light on causes and values you genuinely support.
- Product journeys – The creation, discovery, or unique experience of what you offer.
At TWI, we often work with clients to uncover which of these frames fits best for their audience, then bring it to life with honesty and clarity.
What to Think About When Telling Your Brand Story
When we help clients with storytelling, whether in annual reports, campaigns, or social carousels, we start with some simple but essential questions:
- What’s the promise? (From the first line, are you promising your audience that this will be worth their time?)
- Have you made them care? Not just intellectually, but personally. What’s at stake if they don’t use your service?
- Where’s the anticipation? Stories thrive on suspense and uncertainty, even in B2B marketing.
- Whose perspective is this from? Every brand story needs a character or voice to root it. Sometimes it’s the brand, but it’s even better if it’s a customer or staff member.
- Are you telling it ethically? Especially when it comes to stakeholder narratives, authenticity and respect matter. It’s not about embellishment; it’s about finding the truth that resonates.
Done well, storytelling creates a virtuous circle. You communicate values, spark emotion, and earn trust. That trust translates into engagement, loyalty, and yes – sales.
I’m Not a Neuroscientist But…
I read a fascinating article recently on neuroscience-led storytelling, which led me to share examples with our team at TWI. We’re always exploring new ways to engage audiences, and this now includes tapping into neural pathways!
Science backs up what storytellers have always known: our brains are wired for stories.
- Stories trigger dopamine (anticipation), oxytocin (empathy and trust), and norepinephrine (focus). In other words, they make us feel, remember, and act.
- Structured narratives help the brain process information more effectively than lists of facts.
- Humour releases dopamine, making messages stick.
- And simplicity matters: cluttered content overwhelms the brain, while clear, structured storytelling guides it effortlessly.
If you’ve ever found yourself watching a John Lewis Christmas ad with suspiciously damp eyes, you’ve experienced the neuroscience of storytelling at work.
Storytelling in Action: From Awards to Annual Reports
I’ve seen firsthand how this works at different scales. When writing an award entry, the judges don’t just want the data, they want the why behind it. What challenge did the team overcome? What impact did it have? That’s where an individualised narrative can lift the entry from a bullet-point list to a winner. See more tips on writing award entries here.
The same goes for bigger projects. Take our work on annual social value and impact reports – they’re not just about compliance or figures; they tell a story. These narratives are informed by values and stakeholder voices that create reports that people actually read and relate to, and therefore make a difference to how they interact with your business.
So, Why Does This Matter?
Because information alone rarely moves people. Data, features and credentials all have their place, but they don’t stick without a story to hold them together. When you use storytelling, you don’t just show what your brand does. You show why it matters. You give people a reason to connect, to remember, and to choose you when it counts.
And that is how you use storytelling to make your audience care about your brand.
If you’d like support uncovering and shaping your brand’s story, we’d love to help you tell it well. Get in touch with our team at TWI.