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Why Storytelling Isn’t Optional for Modern Brands

  • Writer: Taylor Schreiber
    Taylor Schreiber
  • Nov 11, 2025
  • 5 min read

Updated: Nov 13, 2025

A close-up of a hand holding a white and red megaphone against a bright blue background. White paper cutouts, resembling sound waves or lines of projection, are emanating from the horn of the megaphone, visually representing a compelling story or message being broadcast loudly.

When I tried my first class project, creating a brand story, I noticed how quickly people responded to small details. That experience made me realize that storytelling is what makes some brands stick and others disappear.


Why? Because in today’s crowded digital landscape, it’s no longer enough to just tell people what you sell. People don’t remember products. They remember stories. They remember how you made them feel. And that’s exactly why storytelling isn’t optional for modern brands; it’s essential.


Storytelling Builds Emotional Connection


flat lay composition on a pink background. A model of a human brain is positioned in the top left corner. In the foreground, two hands are holding up two large pink paper hearts, meeting in the center. Smaller hearts and white paper cutouts of clouds are scattered around the frame, symbolizing thoughts and feelings, emphasizing the relationship between mind and emotion.

People don’t remember products. They remember how brands make them feel. In my opinion, this is why storytelling is non-negotiable for any brand that wants to matter. Storytelling allows brands to connect with audiences on a human level, giving context, meaning, and emotion to what could otherwise be just a transaction.


Research on PANDORA found that brands using meaningful stories create stronger emotional bonds, or “brand love,” which increases loyalty and attachment (Dias & Cavalheiro, 2021). When a brand shares stories that resonate, whether overcoming challenges, innovating solutions, or celebrating community, it forms a lasting connection with its audience.


To me, this connection is deeper than satisfaction. It is the kind of engagement that drives trust, loyalty, and long-term value. Customers remember the story behind your brand long after they forget the specifics of your product.


Authenticity and Trust: Why Stories Make Brands Human


Storytelling humanizes brands. I realized in my project that even small details about a brand’s values made the story feel real. I wish I had thought about authenticity from the beginning, because it makes all the difference in engagement. People want to interact with brands that feel authentic, that have a narrative they can believe in.


Research shows that stories increase positive perceptions of a brand and can even enhance willingness to pay (Lundqvist, Liljander, Gummerus, & van Riel, 2013). I believe that sharing real experiences like successes, failures, or lessons learned makes a brand relatable and memorable. Without storytelling, a brand risks being transactional, faceless, and easily forgotten.


Brands That Excel at Storytelling


Many brands have mastered the art of storytelling, using narratives to connect with audiences on a deeper, emotional level.


Nike


LeBron James on rejection being the greatest teacher in this powerful, short clip from Nike.

Credit: "LEBRON JAMES | JUST DO IT | NIKE" by the Nike channel.


Nike doesn’t just sell shoes. They sell aspiration. “Just Do It” isn’t a slogan for many people; it’s a mindset. By showcasing real athletes’ struggles, triumphs, and relentless drive, Nike makes you feel like you could be part of the journey too. 


In my opinion, this is why Nike has remained iconic for decades. They understand that people, not products, are the heroes of a story. Any brand that can make its audience see themselves in its narrative is building loyalty that lasts.


Coca-Cola


Coca-Cola ad is all about sharing a moment of connection, whether it's a laugh, a kiss, or a dream. It beautifully reminds us of the power of emotional storytelling.

Credit: "Who will you Share A Coke with?" by the Coca-Cola channel.


Coca-Cola tells stories about happiness, togetherness, and shared experiences. Campaigns like “Share a Coke” turn a simple drink into a personal experience, sparking interaction, nostalgia, and emotional attachment. 


I think this is a great example of storytelling done right. It shows that it’s not the product, but the feeling you associate with it, that sticks. Coca-Cola proves that brands that make people feel something are the ones people remember.


Ben & Jerry's


Ben & Jerry's introduces Chocolate Cherry Garcia. It's a quick, sweet reveal that connects to the brand's fun and familiar emotional storytelling around dessert.

Credit: "Introducing Chocolate Cherry Garcia | Ben & Jerry's" by the Ben & Jerry's channel.


Ben & Jerry’s shares stories about social activism, sustainability, and fun. They tie their products to causes and cultural moments, creating a brand identity that’s authentic, socially conscious, and relatable.


For me, their courage to take a stand and stay authentic is what sets them apart. People don’t just buy ice cream, they buy into values they believe in. This is storytelling at its finest by connecting, inspiring, and building emotional loyalty that goes beyond a single purchase.


Roadhouse Cinema


RoadHouse Cinemas' ad reminds us of the magic of the big screen experience and why we love going.

Credit: "RoadHouse Cinemas 'When Was The Last Time'?" by the FECKIT productions channel.


RoadHouse Cinemas in Arizona and Colorado shows how small businesses can use storytelling to create memorable experiences. Recliner seats, in-theater dining, themed menus, and live events all make customers feel part of the brand’s narrative.


Seeing how these brands tell stories helped me understand that it isn’t just the product, but the story and feeling that stick with people. It was a lesson I will carry into future campaigns.


Storytelling as a Strategic Tool


I think that storytelling should be part of your brand’s strategy, not an occasional tactic. It can guide:


  1. Brand voice: The way you communicate across channels reflects your story.


  2. Customer experience: Every touchpoint reinforces your narrative.


  3. Marketing campaigns: Stories create context and meaning, making your messaging more memorable.


  4. Differentiation: Products can be copied, so stories are unique and harder to replicate.


Storytelling shouldn’t be occasional but rather drive a brand’s strategy. Brand voice, customer experience, and campaigns should all reflect the story, and stories set a brand apart.


The brands that embrace storytelling fully build emotional connections, loyalty, and lasting impact. I believe that storytelling isn’t just creative. It’s the foundation of a brand people remember and care about.


Actionable Storytelling Tips


I think these are the most important tips that I have learned:


  • Identify your hero: Often, your customer is the hero. Show the journey they take with your brand’s help.


  • Start with emotion: Begin with a feeling and connect it to your brand’s role.


  • Visualize the story: Use images, videos, or quotes to make the story tangible.


  • Be consistent: Reinforce your story across campaigns, channels, and touchpoints.


  • Iterate and refine: Track engagement, sentiment, and feedback to strengthen your narrative.


  • Invite participation: Share customer stories or testimonials to make audiences part of your brand journey.


Reflection: What Story Are You Telling?


Before your next campaign, pause and ask:


  • Does our story communicate why we exist, not just what we do?


  • Does it connect emotionally with our audience?


  • Does it reflect authenticity, values, and purpose?


  • Is it consistent and strategically integrated across touchpoints?


The way I see it, storytelling is what separates brands that feel human from those that feel transactional, and what makes some brands unforgettable while others fade into the background.


Final Thoughts: Storytelling Isn't Optional


I believe storytelling is more than just creativity. It is the foundation of a brand that people remember and care about. Even small campaigns can leave a lasting impression when the story is right, building emotional bonds, creating trust, and giving audiences a reason to care.

The brands that succeed are not just selling products; they are telling stories. They do not simply exist in the marketplace. They live in the hearts and minds of their audience. Storytelling is what makes a brand unforgettable.


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