Your business has so much going for it. Your product is great, your prices are competitive, and what you do, you do well.
On paper, you should be thriving.
But in reality – you’re struggling to leave a lasting impression. Your message is clear, but it doesn’t seem to resonate with your audience.
If this is you, it might be time to start looking a little deeper into the stories you're telling, and whether you’re even telling one.
why storytelling matters
Effective marketing is not about what you sell or how you do it; it’s about the human experiences that lie at the heart of your brand. This is how many of today’s most successful brands have forged their identities.
Think about Nike’s “Just Do It.” There’s nothing here about shoes, athletic wear, or sports. Rather, there’s a story of motivation and getting the damn thing done.
Or Apple’s “Think Different.” This isn't really about Apple at all; it speaks to the mindset of the people who use Apple products and their desire for a creative life.
And McDonald’s “I’m Lovin’ It”. It’s about the joy and comfort that comes with sinking your teeth into your favorite meal at McDonald's.
These phrases aren’t just taglines; they’re mini-stories rooted in universal human experiences like endurance, creativity, and love — not shoes, computers, and burgers.
They speak to universal emotions and experiences that everyone can relate to. That’s what makes them stick.
Now that you understand the power of storytelling, it's time to unlock the stories within your business. Here's how tapping into them can transform your marketing strategy.
create a storytelling strategy that aligns with your business goals
First, think about how you want to use stories in your business in a way that aligns with your values and goals, and get clear about the purpose they serve. Most commonly, stories will live on your website’s blog or your newsroom, and from there, can be repurposed into social media content, newsletters, case studies, and more.
Here are some of our favorite examples from clients we work with.
Driven Brands is a parent company of car brands, including Meneke, Take 5 Oil Change, and Maaco. They share people stories in their newsroom and social media as a way to unify their brands and boost company culture. Some of their people stories series include “From Pit Tech to President” where they highlight individual career paths or feature stories to celebrate and honor months like “Hispanic Heritage Month” or “LGBTQ+ Pride Month”.
Wake Forest School of Professional Studies (Wake SPS) shares people stories as a proof of concept of the success of their programs. Who better to speak to the value of Wake SPS than people who attended the school? Here’s one example of how that looks on their blog.
talk to your people
To get good stories, you have to talk to people. Start within your organization, or if you’re a one-person-show, within your network.
The cool thing about stories is that everyone has one. And remember: it doesn’t have to be a story about business or explicitly relevant to your brand. When you scratch beneath the surface, what’s at the core of every story is a lesson—an aha moment—that’s part of the universal human experience. More often than not, you’ll find something relevant to your business after all.
Not sure how to approach someone? Here are some tips:
Make a post on LinkedIn — You might be surprised by how many people are eager to share their story.
Celebrate milestones — Look for employee anniversaries, promotions, or other achievements as a natural starting point.
Explore personal stories — Don’t focus solely on business. Personal experiences from colleagues or your network often contain valuable lessons.
ask the right questions
Stories come out through conversation. So book a meeting room, a coffee date, or schedule a video call (this is convenient, because you can record and refer back to it afterwards, though IRL meetings add a human touch that warms up conversations).
Before you begin, think back to your strategy and how you plan to use this story. Then, draft your questions (knowing that you’ll likely stray from them — and that’s great! You want to follow the thread of the conversation, but you also need to have a starting point).
Once you’ve drafted your questions, see if you can take them one level deeper to get to the really juicy stuff. One way to do this is to frame your questions in a way that invites the interviewee to share more personal insights, reflections, or underlying motivations.
Here are some examples:
Instead of: "What inspired you to join this company?" You can ask: "Beyond the company's mission, what personal values or experiences made this opportunity feel like the right fit for you at this stage of your career?"
Instead of: "What challenges have you overcome in your career?" You can ask: "Can you walk me through a moment when a career challenge reshaped your perspective or approach to leadership? How did it change how you view your role or work now?"
Instead of: "What motivates you in your work?" You can ask: "When you've faced moments of doubt or frustration in your career, what core belief or drive has kept you moving forward, and how has that evolved over time?"
structure your story
With answers to your questions, what’s next? You need to follow the thread of the conversation to find the hook of your story: the lesson, the theme, the thing that people will remember after they read it.
Once you've identified that hook, structure your story around the classic arc with a clear beginning, middle, and end to keep your audience engaged. Adding visual elements, like photos, videos, or infographics, can enhance the storytelling experience, making it more relatable and impactful (For example, in this article, a photo of the interviewee’s family and a portrait add a personal touch to the story and put a face to the name).
Finally, remember to tailor your story to your audience—adapt the tone, format, and message, aligning with their preferences and interests.
use an authentic tone of voice
Make sure the tone of your story stays true to the person telling it. Don’t over-polish it—let their real voice come through.
Using direct quotes and personal anecdotes is key to capturing that genuine feel. It’s all about preserving the authenticity of their story, not reshaping it into something overly perfect. (Here’s a great example of an intern’s experience at Driven Brands, in her voice).
And don’t shy away from focusing on the emotional side—highlight the real impact these experiences had, whether on the person or the organization. That’s what makes it resonate.
need some support in your storytelling?
Whether you’re looking for guidance on strategy, need some help crafting authentic narratives, or a partner to help you get these stories out into the world, we love helping our clients tap into the power of storytelling to elevate their marketing strategy. Get in touch with us to learn how we can support your team.
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