You put your heart into your business. You know your product or service is amazing. But when you try to market it… crickets. People scroll past. They don’t engage. And you’re left wondering: why isn’t anyone paying attention? But the question you should be asking is how to tell your brand story!
Here’s the thing: people don’t remember ads. They remember stories.
Think about the last time you made a purchase because a brand’s story resonated with you. Maybe it was a local coffee shop with a heartfelt story about their journey. Or a small business that shared a personal struggle that made you root for them.
Branding through storytelling isn’t just for big brands with million-dollar budgets. It’s for you, too. And once you know how to use it, your marketing will feel less forced, more natural, and actually effective.
What is Business Storytelling? (And Why It Works)
Authentic brand storytelling is how you make people care about your business. It’s not about “selling.” It’s more about truly connecting with your audience.
A good story:
- Grabs attention
- Makes people feel something
- Stays in their memory
Don’t underestimate an emotional connection in marketing. Think about brands like Nike. They don’t just sell shoes. They sell determination, grit, and pushing past limits. Or Airbnb: they’re not just about rentals. They’re about experiences, adventure, and feeling at home anywhere. Similarly, Ralph Lauren‘s branding embodies luxury and timeless style, with the Polo Bear symbolizing playful yet sophisticated fashion, capturing the brand’s unique blend of charm and elegance.
Your business has a story, too. Let’s find it.
Finding Your Unique Brand Story
Learning how to tell your brand story all starts with finding it. Your story isn’t just “I sell products.” It’s the why behind what you do.
Ask yourself:
- Why did I start this business?
- What challenge did I overcome?
- What moment made me realize this was my passion?
- What do I want people to feel when they interact with my brand?
Business storytelling examples:
- A bakery isn’t just selling bread. Maybe it’s selling memories of fresh-baked cookies at grandma’s house.
- A personal trainer isn’t just selling workouts. They’re selling confidence, strength, and the feeling of finally fitting into your favorite jeans.
Find the human side of what you do. That’s where your best stories live.
Where to Use Storytelling in Your Marketing
1. Your Website & About Page
Your “About” page isn’t just a place to list facts. It’s a chance to tell your story.
Instead of:
“We started in 2020 and offer high-quality skincare products.”
Try:
“It all started with a breakout. A really bad one. After trying every product out there (and wasting way too much money), we decided to create something simple, effective, and actually good for your skin.”
One is forgettable. The other pulls you in.
2. Social Media & Content Marketing
People don’t scroll through social media looking for sales pitches. They’re there for stories.
If you’re not sure how to write engaging social media posts, try sharing:
- Behind-the-scenes moments (the messy, real stuff)
- Customer stories (how your product changed their life)
- Your journey (struggles, wins, and lessons)
Example: A jewelry business could post:
“I still remember the first ring I ever made. It was lopsided, and the stone fell out in two days. Now, I handcraft pieces that people wear on their wedding day. Never thought I’d get here.”
Stories like this can make you relatable and memorable.
3. Email Marketing
People get tons of emails. Most get ignored. If you want yours to stand out, you have to make it feel like a personal note, not a sales pitch.
Instead of:
“Our candles are on sale this weekend! 20% off.”
Try:
“Ever had one of those days where you just need to light a candle, grab a blanket, and pretend the world doesn’t exist? Same. That’s why we made these. And, just saying… they’re 20% off this weekend.”
4. Customer Testimonials & Case Studies
Let your customers tell your story for you.
A generic review:
“Great service!”
A storytelling review:
“I was so nervous about starting my business, but after working with [Brand], I finally had a strategy that made sense. Now, I’ve tripled my sales and actually feel confident in what I’m doing!”
One is nice. The other is powerful.
This is How to Tell Your Brand Story
The best brands don’t just sell. They tell stories that people remember.
So here’s how to tell your brand story in short: Your story doesn’t have to be complicated. Keep it simple. Make it visual. Show people why your business matters in a way that feels real and relatable.
Don’t make the mistake of being too salesy. People don’t want a pitch, they want a connection. And above all, don’t overcomplicate it. A great story is easy to follow and sticks with people long after they hear it.
Your audience is out there. Make them feel something. That’s how you stand out.
Want help getting your story out there? Join our Interview My Business series and share your journey with the world. Or reach out to me to connect anytime.
Reader Interactions