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Brand storytelling: Creating an emotional connection with your audience

Brand storytelling: Creating an emotional connection with your audience

Establishing a relationship with your target is one of the best practices to help you sell over the long run. Achieving that relationship is not an easy task, especially if you don’t embrace the importance of creating good storytelling behind your brand.

Brand storytelling is a powerful tool that helps you forge a deeper emotional connection with your audience, consequently allowing you to increase sales.


You are able to engage customers on a personal level, creating a sense of loyalty towards your brand. And having loyal customers is a very important long-term safety to making sales. In this article, we will explore the concept of brand storytelling and discuss how you can leverage it to build an emotional connection with your public.


What is brand storytelling?

Brand storytelling is an earlier narrative you build to communicate a brand’s values, purpose, and mission. It’s about creating a story behind your brand that connects with your target emotionally. This story allows your target to develop a connection with you that goes beyond a sale. It also humanises your brand, creates an idea of authenticity, and your audience can identify with your message

There are different ways and formats you can tell this story. Even if it’s by video, image, post description, or website copy, you must ensure you have a cohesive narrative that aligns with your brand values and resonates with the audience. 


The Importance of emotional connection in Brand Storytelling

When a brand connects emotionally with an audience, it is formed a bond that hardly breaks. If a client feels emotionally bound to a brand, they are more likely to become a loyal customer and follow your brand’s movements.

Examples of successful brand storytelling

Nike’s “Just Do It” campaign is an excellent example of brand storytelling. This campaign focuses on inspiring people to pursue their dreams and face obstacles by using powerful stories of athletes who went through that. When speaking to people’s aspirations and emotions, Nike created a brand that customers could identify with and, therefore, become devoted followers and buyers.

Another example of successful brand storytelling is Apple. One of the most iconic narratives is the story behind its foundation. Steve Jobs told the world that two young entrepreneurs created one of the most innovative brands in his garage. This resonates with all the creative aspiring entrepreneurs and makes an emotional connection with the consumers who value innovation and the entrepreneurial spirit. That being said, customers who purchase Apple products purchase not only the product itself but also the intrinsically related lifestyle. 

Apple’s campaign attempts to portray its products as unique and the history behind the campaigns emphasises telling customers how their lives change with an Apple product. You see these examples when an artist creates a masterpiece through an iPad, or families can be together and connect via Apple devices.

In short, Apple’s brand storytelling focuses on telling authentic and catchy stories that highlight its roots, products, and fundamental values. 

The last example we will discuss is the well-known brand Coca-Cola. Their brand storytelling emphasises positive and happy moments when drinking Coca-Cola. They try to connect these happy moments with the idea of family, union, and partnership. Their iconic campaign, “Open Happiness”, tells us everything about their brand storytelling. More than just having a drink, you have a full feeling of “drinking happiness”, and this automatically speaks to the customers’ emotions.

To reassure this feeling, Coca-Cola also produces a campaign every Christmas. We’re talking about another moment related to union, family, and happiness, and with their consistent campaigns, now it’s also about Coca-Cola. Their storytelling is intended to awaken festive, affectionate, and generous feelings, reasserting the message that Coca-Cola is a brand that brings people together.


How to create your brand storytelling

This is a straightforward process. The key is to start with your brand’s values, purpose, and mission. What do you stand for? What do you want to achieve? If you have a hard time finding your values, you can start by thinking about what you don’t resonate with or disagree with. By understanding the values your brand does not align with, the easier it gets to know the ones it does. Once you have a clear vision of your brand’s identity, you can craft a narrative that communicates that identity to your audience.

Identifying your audience

To create an emotional connection, it’s essential to understand your audience intimately. As always, you need to know their exact aspirations, challenges, values, and fears in life. By gaining this understanding, you may guide your brand storytelling to connect with customers that resonate with your story, making it more relevant and relatable. Once your audience sees that your brand represents something meaningful to them, it’s created a sense of shared values, fostering the emotional connection you’re looking for.

Engage through Multiple Channels

As soon as you identify your audience, you must choose the right channels to share your brand story. You can do it through blog posts, social media platforms, email marketing, or traditional advertising channels like TV. The idea is always to choose channels that your audience is most likely to engage with, creating a consistent and immersive experience.

Crafting a compelling narrative

Developing a compelling narrative is the heart of brand storytelling. Your narrative needs to be authentic, engaging, and emotionally resonant. You can start by outlining the key elements of your brand’s story, like who is behind your brand, how it was created, and the challenges it overcame. Turn these facts into an engaging story using bright, lively language that touches your audience emotionally.

Be sure to incorporate relatable characters, possible issues that you had, and the resolutions you found. Imagine this simple process: You need to tell someone how you went from point A (your brand idea) to point B (your brand realisation). But, there is an additional step: You need to humanise this process and capture every detail to make the story as magical and intimate as you can. This is the only way your audience is going to identify with you and bring your brand to life. The best storytelling brands are those that inspire people to take action, whether that’s making a purchase or becoming a brand follower.


Extra Tips: The 5 B’s  for effective brand storytelling

Be authentic: Your story needs to be true to who you are, what you stand for, and your values.

Be emotional: Stay open to being emotional about your brand journey. Don’t be afraid of being vulnerable; vulnerability and emotions are what drive people to take action. 

Be coherent: Your story must be coherent with your brand values and mission. Don´t post something on social media, and write the opposite thing on your blog, for example. The audience is always aware and will notice if you slip.

Be visual: Use visual elements like images, videos (particularly short ones), and infographics to bring your story to life. More than ever, people connect more with visual stimuli.

Be unique: Understand what your competition is doing. Place your brand in the market by creating a background story that only associates with your business. This will help your audience to see your product and remember your campaign story directly or vice versa, as occurs with leading brands.



Brand storytelling is a powerful tool to create emotional connections with your audience and humanise your brand. Your audience are humans, and touching their emotions is the best way to get to them. You can make it happen by creating a positive, inspiring, or sad story. As long as it resonates with your brand values and background, the public will be intrigued by what you have to say. Use multiple channels and always be coherent with your message through each one. With imagination and creativity, and especially a lot of heart, you will be able to create brand storytelling that touches your audience’s emotions and presents results.