PR ON THE GO October 31, 2024

Effective Storytelling Techniques In Brand Building

What storytelling techniques do you find effective for brand building? - We asked our PR and growth experts. In this panel, the experts highlight effective storytelling techniques such as narrative arcs, character development and emotional resonance for brand building. Find out how startups can craft authentic brand narratives to connect with their audience on a deeper level.

• Get real and relatable.
• Focus on your impact mission
• The hero's journey and the three-act structure
• Use customer testimonials as stories
• Shift to reader perspective
• Craft an emotional brand story
• Capture real-time product journeys
• Highlight satisfied customer stories
• Focus on relatable brand identity
• Incorporate visual and personal narratives
• Weave authentic personal narratives
• Be authentic and transparent
• Make your audience part of the journey
• Resonate on a deeply personal level
• The "Before + Inciting Incident + After" formula
• Share about your tailored solutions
• Leverage personal drive to succeed
• Tap into the emotions audiences associate with your brand
• The Emotional Connection Loop technique
• Humanize your brand
• Give consumers experiences and connections
• Think of your brand like a protagonist on a journey
• Successful brands build worlds
• Highlight cultural aspects and common values
• Mascots can help add personality to your brand
• Create an environment of belonging
• Stay consistently raw and relatable
• Explore the stories behind your Why
• Break down barriers and show the human side
• Focus on raw, unfiltered snapshots
• The CAR (Context-Action-Result) framework
• Position the brand itself as a character that understands your audience
• Let the brand act as a reliable guide
• Stories that reflect real transformations
• Be unapologetically real

Get real and relatable.

Trenice Brinkley, Publicist at Two Queens Media

"Starting your startup journey means building genuine connections with your audience. Storytelling is key here. It's not just about showing off your products; it's about forging an emotional bond with your audience. Think of your brand story like a great movie. It needs to grab attention, take people on a journey, and leave them satisfied. To do that, delve into your startup's ups and downs. That's what creates a story that resonates with your audience. Stories are about people. So, introduce the faces behind your brand – the founder, the team, and your customers. Make them real and relatable, so your audience can connect with their journey. Emotions are crucial in storytelling. Share moments that make people feel – from highs to lows and triumphs. By tapping into emotions, you ensure your story sticks in people's minds. Authenticity is key. Your brand story should reflect your startup's values and mission. Avoid clichés and stereotypes. Tell a story that's real and honest, reflecting who you truly are as a brand."

Focus on your impact mission

Emily Reynolds-Bergh, Owner at R Public Relations

"Don’t let your marketing copy be too generic. Share real stories about your brand inception, why it came to be, and what impact it’s trying to make on the community or region at large. People connect to authentic stories told from the brand founder’s perspective, so allow your leadership team to shine. Make sure you connect your business back to its mission, whether that’s supporting a local cause with a percentage of proceeds or making people’s lives better in a small way. Highlighting impact is always important."

The hero's journey and the three-act structure

John Butterworth, Founder at Mint SEO

"The hero's journey and the three-act structure are powerful frameworks for startups to craft compelling brand stories.

In Act 1, you position your audience as the hero and establish their pain points, things like confusion, inefficiency, or a lack of solutions. The key here is empathy; show that you deeply understand their challenges.

Act 2 needs to introduce your products and frame them as the solution to all the pain points teed-up in Act 1.This step is crucial as it puts the main focus on your product. You need to be crystal clear about how it works and give the consumer full confidence that it will work.

Lastly, Act 3 is all about the dream outcome. Paint a vivid picture of what life looks like for the customer once their problem is solved. Ultimately, this is what the customer wants to achieve; allowing them to see this in your marketing triggers an emotional response.

By anchoring your brand narrative to this three-act journey, you create a powerful marketing message that make your brand feel authentic."

Use customer testimonials as stories

Shane McEvoy, Founder at Flycast Media

"Using customer testimonials as mini-stories has been an effective technique for us. We don't just share what customers like about a product—we ask them to describe their problem and how our client's solution made a difference. This turns a basic review into a story that others can connect with. In a campaign for a software client, we spotlighted a small-business owner who explained how the tool saved them hours each week. It gave potential customers a clear, relatable picture of how the software could help them, building trust and engagement."

Shift to reader perspective

Patrick Beltran, Marketing Director at Ardoz Digital

"Changing from the brand perspective to the reader perspective is not only a necessity for the brand but for engaging your audience. When creating content, it is important to play in their shoes. It means being objective in writing and editing. Usually, writers create things according to the idea of what the reader is expecting instead of the actual reader needing. That's an easy ruse that can weaken the impact of your message.

If you want to really get to know your audience, doing research on them and what they're interested in is extremely important. It assists us in really understanding and solving their problems and questions. Consider what worries them, what their question is, and how the information you share can solve their issue or increase their insight. Facts should be included that would make your statement more convincing or more believable.

The most successful writing is one that focuses on the reader and your connection to them. Don't forget, you're writing for them, and you should make sure that you have addressed every single possible question and concern that they might have about the subject."

Craft an emotional brand story

Jorge Argota, Digital Marketing

"A great product or service isn't enough—you need an emotional story that resonates. An authentic brand story tells your history, values, and mission in a way that connects with your audience.

Start by defining your core values and thread them through your story. Highlight key moments in time to give context, and introduce real people that humanize your brand. Sensory language and vivid details will make your story stick.

Structure your story with a beginning, middle, and end. Introduce challenges, growth, and a big finale that ties back to your solution.

Share your story across blogs, videos, and podcasts and collaborate with influencers to get more reach. Consistency in tone and visuals will help reinforce your message.

Turn your story into a conversation by asking customers to share their experiences. Their testimonials become social proof and turn them into brand advocates.

The best brand stories are authentic, emotional, and consistent—building deep relationships and making your brand stick long after the message is gone."

Capture real-time product journeys

Tom Hamilton Stubber, Managing Director at TutorCruncher

"You have to capture real-time product journeys. The concept is to follow one product or service at each step, from development to production, giving behind-the-scenes glimpses of everything: people, processes, and places. For instance, you could trace the journey of a specific product from manufacturing to packaging until it reaches the customer's door.

It's a method that works because it's transparent and real-world, and it shows you the love, attention, and production of each product. Viewers get the impression of viewing something intimate and unique, an experience of trust and intimacy. And it's actually really, really powerful to see the human hands-on and sweat of producing something and sending it out in a world where all of that is kept secret. It's real-life universality, and yet a narrative that people will remember."

Highlight satisfied customer stories

Ramon Khan, CMO & Cofounder at The Alloy Market

"One powerful storytelling technique for brand-building is using testimonials. In our jewelry appraisal business, we highlight stories from satisfied customers who have had exceptional experiences with our services. For instance, sharing a customer's journey of discovering the true value of an overlooked piece and their joy has proven to be impactful. This approach builds trust and credibility, showing potential clients the real-world benefits of our expertise."

Focus on relatable brand identity

Dan Brown, CEO & Founder at Textun

"The most effective technique when building a brand identity is to focus on relatability. We want to figure out what will resonate with our audience and what story they feel they will relate to. We position our brand as a relatable protagonist that they can trust with their business.

For example, we were doing a marketing campaign for an organic food brand, and in the brand story, emphasized the struggles the brand faced to put truly healthy food on the market, which they overcame. This story resonated with health-conscious moms, our main target demographic."

Incorporate visual and personal narratives

Shreya Jha, Social Media Expert at Appy Pie

"Effective storytelling techniques for brand-building include using a relatable narrative that resonates with the audience's values and emotions. Incorporating personal anecdotes or customer success stories can create a deeper connection. Utilizing visuals, such as videos and infographics, enhances engagement and retention. Additionally, maintaining a consistent brand voice throughout the story reinforces brand identity. Creating a sense of community by encouraging audience participation or feedback can also strengthen brand loyalty, making customers feel like part of the brand's journey."

Weave authentic personal narratives

Kristin Marquet, Founder & Creative Director at Marquet Media

"We find weaving authentic, personal narratives that resonate with our audience's experiences and values effectively. Sharing real stories of challenges and triumphs, we strive to create a connection that makes our brand relatable. Additionally, consistent themes and messaging across all our content help reinforce our brand identity and mission."

Be authentic and transparent

Ian Gruber, CEO at Apliiq Inc

"Storytelling is such an important part of building brand connections with customers, and it is critical to great PR for your brand. One of my favorite storytelling techniques is being authentic and transparent, sharing successes and failures of the brand with your audience. While it may seem counterintuitive to share your failures, there is something deeply humble and humanizing that can make your brand more relatable to customers. In many cases, this can be positioned as a "behind-the-scenes" video or article."

Make your audience part of the journey

Viktoria Medvedko, Founder & Link Building Strategist at Get Mentioned

"As the owner of a link-building agency, I’ve learned a lot about how startups can use storytelling to connect with their audience. From my own experience, the most effective brand stories are personal, authentic, and relatable.

When I started my agency, I didn’t have a big marketing budget or a well-known name. What I did have was my story—how I began with just a laptop, a passion for SEO, and a desire to help businesses grow. Sharing that journey helped me connect with clients because it was real, and they could relate to my experience.

Startups should think of their brand like a story with a beginning, middle, and future. Founders are the main characters, and the company’s growth is part of the plot. Audiences love to see progress and evolution. They want to feel part of that journey, whether it’s getting started or reaching new goals.

Emotional connection is key, too. People don’t just buy products or services—they buy into the why. For me, it wasn’t just about getting websites to rank higher, but about helping businesses succeed online, especially those struggling to get noticed. That’s the heart of my brand, and it’s why clients trust me. They know I care about their success.

To craft an authentic brand narrative, startups should focus on being honest and true to their values. Share your real experiences and make your audience feel like they’re part of your story. Authenticity is what builds trust and long-term connections."

Resonate on a deeply personal level

Saj Munir, Owner at Chorlton Fireworks

"At our fireworks manufacturing and sales company, we recognize the profound impact of emotional storytelling on captivating audiences. Effective content resonates with audiences on a deeply personal level, fostering meaningful connection and engagement. To genuinely captivate our audience, we carefully craft narratives that evoke strong emotions, cherished memories and shared experiences.

Example of our storytelling techniques:

Our gender reveal fireworks launch exemplifies this strategic approach. When introducing this product, we created immersive content showcasing how individuals could transform precious milestones into breathtaking, lifelong memories. Emotional connections were skillfully sparked through heartwarming videos, personalized storytelling and vibrant imagery, evoking excitement, joy and wonder.

Our heartfelt "Your Celebration is Our Celebration" mantra amplified this emotional appeal, conveying empathy and shared joy. This empathetic approach successfully:

• Deepened customer connections through shared experiences
• Fostered authentic brand affinity and loyalty
• Created lasting emotional impressions, driving repeat business

By appealing to emotions, we transcended mere product promotion, entering the realm of shared experiences and cherished memories. Our audience invested emotionally in the narrative, driving loyalty, advocacy and enthusiastic referrals."

The "Before + Inciting Incident + After" formula

Lana Rafaela, Sales Growth Associate at RevBoss.com

"I've been in marketing for 10+ years, working quite strongly on angles that include storytelling (from content to branding).

Now, some brands try to do the hero's journey and more character-led arcs, but they take them too literally. In fact, the most effective storytelling technique I've used (without making my audience cringe) was the "Before + Inciting Incident + After" formula.

For example, I've been working with agency owners. Our before scenario was the main operator of the agency being exhausted by juggling all the different tasks. After they burned out and their biggest deal fell through (AKA the inciting incident), they realized things had to change. They had to delegate some of their work. Enter: our service, which helped them generate and qualify leads effectively.

You can use this framework in any of your comms, it addresses the pain points, and helps the prospects visualize themselves in a much better situation."

Share about your tailored solutions

Adil Advani, Associate Product Owner at Securiti

"Startups can build authentic brand narratives by focusing on real customer experiences and using organized client data to shape the story. Crafting a narrative arc around a customer's journey—showing the challenges they faced and the transformation brought by the solution—makes it relatable. At Securiti.ai, sharing stories of companies navigating complex data privacy challenges, and how our tailored approach solved specific issues, resonates more deeply than generic messaging. Emotional resonance is achieved by aligning the brand’s mission with customers' values, creating a connection that feels personal and genuine."

Leverage personal drive to succeed

Salvatore Surra, Director of SEO & Content at Seamless.AI

"As Director of Content for a startup, I've got some perspective as to what has worked and not worked for us. For one, we try to build our brand and journey around our founder and CEO. His incredible story from humble beginnings to multi-millionaire is a fabulous angle for us to build the foundation on. We use his energy and channel that into our content and marketing. We try to weave his direct experiences and quotes into our content as well as highlight his accomplishments to help propel our brand's reach and authority. The credibility and success he has as a best-selling author helps bring more attention and opportunities to the company. For example, we typically have him featured on podcasts, webinars, and other live events to engage with audiences and help build our brand, plus highlight our content features. His infectious attitude is attractive to sales people looking to succeed. We use that personal desire and drive to succeed as motivation for folks to look into our products. For our brand, the primary clients are sales teams from medium to large companies, which hitting sales goals are a large part of their measurables. This puts our product in a good position as a solution to help them."

Tap into the emotions audiences associate with your brand

Kristina Tsapko, CMO at My Drama

"As someone who works for a content creation platform, incorporating storytelling elements in our campaigns is like second nature. I want to specifically talk about the importance of emotion in marketing. In my opinion, making your audience feel something should be the ultimate goal of any content, be it a movie or a commercial. It's crucial to create a piece that people can resonate with on an emotional level. This is how you can build trust and recognition for your brand.

At My Drama, we try to tap into joy, suspense, surprise, and nostalgia as the key emotions for our campaigns. That's because those emotions raise curiosity about the video series we produce, which then leads the audiences to our platform. For other brands, it can be completely different depending on the mission and core values. Therefore, it's important to find the emotions that audiences can best associate with your brand. It can even be fear. Or, for instance, lots of brands with primarily female audiences tap into the emotion of empowerment for their campaigns because it creates a positive sentiment.

There are many ways in which you can invoke emotions in your customers. There's one I find especially effective, yet often neglected by brands. This is incorporating user-generated content in your campaigns. Contemporary audiences have grown tired of polished ads and crave authentic representations of real people. This is where user-generated content comes in. It's a lot easier for audiences to resonate with real stories. Plus, seeing others vouch for your brand immediately creates trust."

The Emotional Connection Loop technique

Julia Lozanov, Chief Editor at Verpex

"I've seen the transforming effect of storytelling in branding at Verpex. To create authentic narratives, businesses should use the 'Emotional Connection Loop' technique. This entails developing a story arc that resonates with clients' pain areas, desires, and beliefs. Begin with character development: humanize your brand by explaining its history, mission, and values. Then, create an engaging tale that addresses clients' emotional requirements. Finally, establish an emotional connection through vulnerability, empathy, and common aspirations. At Verpex, we used this technique to create 'Host with Heart,' a story that highlights our dedication to customer service and community empowerment. This hit home with our audience, encouraging loyalty and advocacy."

Humanize your brand

Loris Petro, Marketing Strategy Lead & Digital Marketing Manager at Kratom Earth

"Startups can tell their story in a way that feels personal and engaging by positioning themselves as the main character in a larger narrative. I’ve noticed that when you frame your business as one going through ups and downs, like a hero on a journey, it makes everything feel more relatable. People don’t just want to hear about your successes; they want to know about the challenges you’ve faced, the obstacles you’ve overcome, and what’s driven you to keep going. It’s about showing that your brand is on a journey, just like your customers, and inviting them to be part of that.

The team behind the brand is a huge part of the story too. When you share who they are, what motivates them, and their personal backgrounds, it humanizes the company. I’ve found that talking about the unique qualities of each person, whether it’s their past experiences or the different ways they contribute to the startup’s culture, really connects with people. It’s not just about what they do at work, it’s about who they are as people. Sharing that part of your team makes the brand more approachable and relatable to the audience.

There’s also something powerful about being vulnerable and sharing the emotional side of building a business. People naturally connect with honesty, and when you share the real, unfiltered moments like the late nights working through problems or moments of doubt, it creates a deeper connection. I’ve had times when sharing a tough situation or a big win that followed helped others relate to my journey. It’s not just about celebrating victories, but about letting people in on the full experience. That’s what turns a brand into something people care about, because they’ve seen the heart behind it."

Give consumers experiences and connections

Joosep Seitam, Co-founder at Icecartel

"I can tell you from my experience that success doesn't just come from a well-polished product. What really attracts people is the story behind it.

The foundation of any powerful story lies in emotional resonance. Consumers are searching for experiences and connections, not just the product. So your story must evoke emotion before your product can spark desire.

Your brand is a character in its own right, and your customers need to understand its values, motivations, and evolution. Your brand’s story should be one of growth. You let your audience see your evolution and they’ll follow your journey.

Startups are full of challenges and breakthroughs, and this is a goldmine for storytelling. When we launched Icecartel, we didn't shy away from sharing our struggles or setbacks. Instead, we turned them into pivotal moments within our brand narrative. Show them how you've evolved, and they’ll root for your success.

It’s tempting for startups to embellish their stories, but authenticity is what truly sets you apart. Its authenticity is what makes a brand human. Your story has to reflect the truth of who you are. Otherwise, you can't connect with the audience."

Think of your brand like a protagonist on a journey

Mark Voronov, Co-Founder & CEO at SocialPlug

"To create an authentic brand narrative, you must weave a story that people can believe in.

People want to feel something when they interact with a brand. A compelling story, at its core, must be human. That’s why one of the most effective techniques I advocate for startups is focusing on emotional resonance. When a startup can reflect the values, struggles, or aspirations of its audience, the connection deepens.

A successful brand narrative follows a clear, engaging arc. Startups should think of their brand like a protagonist on a journey. There should be a problem, a journey and ultimately, a resolution. Make them the hero of the story, and your startup becomes the guide they trust.

Startups focus solely on the ‘what’ and forget the ‘who.’ The characters in your narrative must feel real. Highlight the people behind the brand. Showcase their values, their passion, and their dedication. The more your audience understands the people behind the scenes, the more trust they place in the brand.

Finally, consistency is key. A story loses its power if it’s fragmented across platforms. Make sure your narrative remains cohesive because consistency builds credibility, and credibility builds growth."

Successful brands build worlds

Nazmul Hasan, Founder & CEO at Microters

"It probably goes without saying, but a strong story most often begins with the proper framing of a narrative arc. It includes a brand's journey that relies on having a clear beginning, middle, and end.

From my experience at Microters and Aibuster, we’ve seen that successful brands don’t merely pitch products, they build worlds. They allow their audience to see themselves in their journey. By positioning your audience as the hero of the story, you set up a clear narrative.

But let’s not forget the most critical element of all is emotional resonance. The best stories move people. This emotional connection can come through many forms, whether it’s sharing a vulnerable moment in your startup’s journey or showcasing customer testimonials that demonstrate how your product has changed lives.

For startups looking to connect with their audience on a deeper level, I have one simple advice. Tell your story and never shy away from the emotions that come with it. The more real and relatable your narrative, the more your audience will root for you."

Highlight cultural aspects and common values

James Wilkinson, CEO at Balance One Supplements

"Including cultural aspects of your target audience truly resonates. We’ve recently conducted a series of campaigns that feature regular Australians from all walks of life sharing their personal wellness aspirations. Such cultural narratives spoke to our audience, as they perceived themselves in these stories. It wasn't about features of the product, it was a discussion of the value of wellness within a familiar culture. For instance, we featured an Aboriginal young woman explaining to us how she finds that including traditional herbal treatments into her diet complements our supplements. Such cultural relevance also fueled authenticity and trust, which increased brand awareness.

Second, highlighting common values builds an emotional bond with your audience. Empowerment is something that’s central to us and we’re always looking for a way to express that in our stories. Recently, we’ve collaborated with a local mental health charity on a series of blog posts about the relationship between gut health and mental health. It was a campaign that spoke to a common issue around mental wellbeing, which proves that Balance One doesn't just want to focus on physical wellness. That commitment to common values added legitimacy to our brand and cultivated a sense of community for a cause that we are all on board with."

Mascots can help add personality to your brand

Stefan Chekanov, Co-Founder & CEO at Brosix

"Personally, I believe that brands that use mascots are excellent examples of brilliant character development. Mascots can help startups create an authentic story by adding personality to your brand and allowing customers to connect to it emotionally.

I think, for it to be successful, the mascot should reflect the company’s core values and mission. It can be challenging to translate those into a character, but this is exactly what will help you connect with your audience.

You need to give your mascot a relatable story that mirrors the challenges your audience faces, showing how your product solves their issues. This helps them see the mascot as a guide or friend who makes the experience more enjoyable. A great example would be Duo—the official mascot of Duolingo. This bird will chase you anywhere if you don’t complete your daily challenge, and people love it for the edgy personality.

The mascot’s design should also match the company’s tone and target audience. For example, if your audience consists primarily of children or families, a fun and whimsical character could be a great choice. In contrast, if you are targeting B2B professionals, a more sophisticated or humorous approach might be more appropriate. It’s also important that the mascot’s visuals, like colors and expressions, fit the overall brand identity."

Create an environment of belonging

Lisa Richards, CEO & Creator at Candida Diet

"A static narrative can become boring, while an ever-evolving one keeps consumers engaged. We witnessed this in our "Candida Champions" competitions. We feature real candida survivors - sharing their struggles, victories, and recipe finds. Carol, for example, is a busy professional who initially found the candida diet overwhelming. Her story appealed to viewers who identified with her initial battle. But throughout the series, we documented Carol’s growth as she learned new things, adapted recipes and gained energy. This evolving story gave others, at different points in their anti-candida journey, motivation and direction.

In weaving in a progressive story, we provide companionship and progress. This creates an environment of belonging and pushes people to keep moving forward. With an evolving narrative, people can feel edified and empowered, while we are imparting useful knowledge and building connections with our audience.

Good storytelling allows startups to establish brand communities. Our shifting narratives at The Candida Diet allow us to connect with people at any point along their candida journey, provide a sense of encouragement, and create a community of empowered individuals who are in control of their own health."

Stay consistently raw and relatable

Roland Jakob, Managing Partner at BlazeKin.Media

"For me, it’s always about being real. Startups have this natural ability to be raw and relatable, which bigger brands sometimes lose. From my experience, the best stories come from the founders themselves—talking about the early days, the risks, and the failures that made them question if they’d make it. I’ve found that people want to see that vulnerability; it brings them closer to the brand. And it’s not just the big victories that count—it’s the messy middle where people start to care. I’ve worked with founders who were initially hesitant to talk about their struggles, but once they did, they found it resonated on a much deeper level.

Character development is huge in brand narratives, especially when you can focus on real customers. I’ve worked with companies where we took a customer's story and made them the hero of the brand—because nothing connects better than showing how someone’s life improved through your product. And it’s that emotion that seals the deal. When customers can see themselves in those stories, you’re no longer selling a product; you’re creating a relationship.

What startups often miss is that authenticity has to be consistent. It’s not just about one-off campaigns; it’s about making sure that everything you say, across every platform, reflects those core values. People can spot fake a mile away, and the ones who stay loyal are the ones who feel they’re part of the journey, not just a transaction."

Explore the stories behind your Why

Mushfiq Sarker, CEO at LaGrande Marketing

"Creating an authentic brand narrative is all about capturing the human side of a company and letting that shine through in a way that feels real. For startups, it’s not just about telling people what you do, but sharing why you do it and what makes you different. That “why” is where you find the emotional connection with your audience.

Take a law firm we worked with that had just started out. They were passionate about helping people deal with difficult situations such as divorces, custody battles, and other family law issues. But as a new firm, they struggled with how to show that passion without sounding like every other law firm out there. They had the legal expertise, but they needed to connect on a more personal level with potential clients. So, instead of highlighting their legal wins or years of experience, we explored the stories behind their motivation for starting the firm.m.

For startups looking to create that kind of emotional connection, strip things back to the core of why you started and who you want to help. Don’t be afraid to share those personal stories and be vulnerable. The goal isn’t to create a perfect, polished image. It’s about letting people see the heart behind what you do. When people feel that connection, they’re more likely to trust you, stick around, and even share your story with others. That authenticity is what cuts through the noise and creates lasting relationships."

Break down barriers and show the human side

Daniel Vasilevski, Director & Owner at Bright Force Electrical

"What we’ve done that works is sharing real stories about our team and the work we do. People relate to human experiences, so instead of just saying “we fix electrical problems,” we’ll talk about a time when one of our electricians went above and beyond to solve a complex issue. We might share a story about how one of our electricians responded to a late-night emergency when a family’s power went out unexpectedly. The focus is not just on the technical side, but on how our electrician quickly recognized the urgency of the situation, handled the problem efficiently, and got their power back on, easing the stress the family was facing.

This isn’t about boasting. It’s showing that we understand what it’s like to deal with these problems, and that we’re here to help when people need it the most. Sharing these examples makes it easier for people to see that we care about more than just providing a service. We care about the people we’re helping, and we’re there to make a tough situation better. It’s this kind of honest storytelling that breaks down barriers and shows the human side of what we do."

Focus on raw, unfiltered snapshots

Renante Altar, Project Manager at Creloaded

"I've observed that traditional storytelling methods aren't always the golden ticket in today's fast-paced digital world.

Startups must dare to defy classic storytelling formulas. Instead of relying on worn narrative arcs and predictable character development, companies should focus on raw, unfiltered snapshots of their journey. This approach is controversial but effective because it mirrors the messy, unpredictable nature of startup life.

By showcasing real challenges and triumphs through mini-stories or 'story snippets', startups create a more genuine and relatable brand image. This technique not only grabs attention quickly but also fosters a deeper emotional connection by presenting an unembellished, human side of business."

The CAR (Context-Action-Result) framework

Abdullah Mahmud, Owner at ROIDoor

"Replace abstract claims with concrete mini-stories. Instead of saying "our product increases productivity," share a 3-part story using the CAR (Context-Action-Result) framework. For example: "Sarah's team was missing deadlines due to scattered communication (Context). They implemented our collaboration tool (Action). Within two weeks, they cut project completion time by 45% and eliminated after-hours emails (Result)." These compact stories make your benefits tangible and memorable because they show transformation through real scenarios rather than telling through generic claims."

Position the brand itself as a character that understands your audience

Matt Little, Founder at Festoon House

"Storytelling is less about conveying information and more on drawing the audience into an experience they can feel and imagine themselves in. A great way to do this is through emotional resonance, where the brand story evokes specific feelings that connect with customers’ lives.

In our work, we often craft stories around celebrations and gatherings, highlighting how the product enhances memories and experiences. This is something startups can emulate by focusing on the broader impact of their product or service.

One storytelling technique that works well is character development, where the brand itself is positioned as a character who understands the “joy” or “need” they bring to their customers’ lives. With Festoon House, we frequently create narratives about how our lighting products help set the mood and ambiance for important life events, making the audience feel that they’re adding something memorable to their celebrations.

For startups, anchoring the story in real customer experiences can create a powerful connection. The goal is to make potential customers feel that they’re not just buying a product, but becoming part of something meaningful."

Let the brand act as a reliable guide

Oliver Morrisey, Owner & Director at Empower Wills & Estate Lawyers

"For legal startups, storytelling can play a vital role in demystifying services and building trust through authenticity.

A strong storytelling technique is to frame the brand narrative around the idea of legacy and protection, two values that resonate deeply with clients in estate planning. The narrative arc can take the client from uncertainty to security, with the brand acting as a reliable guide. At Empower, we’ve used this structure by highlighting stories of families who found peace of mind through proper estate planning. This reassures clients that they’re not just signing legal documents but securing a future for their loved ones, something that any family can relate to.

Character development is equally essential. Positioning the brand as an empathetic and knowledgeable “partner” in the client’s journey creates an emotional connection. This is especially important in law, where people may feel intimidated. By sharing stories of families who have secured their legacies, we invite new clients to see the value of our services without feeling overwhelmed by legal jargon."

Stories that reflect real transformations

Dr. Maria Knobel, Medical Director at Medical Cert UK

"For healthcare startups, narrative arcs that follow a patient’s journey from struggle to recovery can be incredibly powerful. This type of storytelling demonstrates the brand’s commitment to improving lives. At Medical Cert UK, we build our brand around stories that reflect real transformations in health, showing patients overcoming challenges and achieving wellness with our support.

Startups should focus on character development by positioning themselves as a trustworthy partner in the patient’s health journey. Showing real patients’ stories, whether through testimonials or relatable scenarios, helps the audience see the brand as a compassionate, empathetic entity.

Emotional resonance is also vital. Healthcare startups can connect with audiences on a deeper level by addressing the concerns, fears, and hopes of their patients. This helps them build an emotional connection with the audience, making the brand not just a service provider, but a part of their journey."

Be unapologetically real

Joe Bowab, Founder & CEO at Lobster Anywhere

"If you have a quality product and plan that will allow you to work on your customer service in an agile method - so as to consistently improve following feedback from customers. My suggestion for the best approach for cultivating a narrative for your brand would be to be authentic in your approach. People find businesses that are transparent, truthful, and unapologetically real to be more appealing. Showcase real challenges, failures, and lessons learned along the way. This makes your brand relatable and genuine. The key is to be consistent with the voice across all the channels you use. This makes the approach more cohesive and transparent. One of the most effective ways to follow this authentic approach is to directly engage with your audience. Get them to share their stories with the brand and leverage this as UGC or community-driven stories."

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