The Definitive Information to Model Storytelling (+ Free Template)

  • December 31, 2022
  • elkenz
  • 19 min read

If you end up fascinated about the best model storytellers of all time, which of them come to thoughts?

Disney? Apple? Airbnb? 

These firms all have one factor in widespread: they put storytelling on the coronary heart of every little thing they do.

Tales seize our consideration. They mentally transport us into new worlds. We type connections between the tales and ourselves.This creates an extremely highly effective alternative for firms seeking to construct deeper relations with their viewers.

On this article, we’ll uncover what’s a (highly effective) model story, why does your corporation want it, and which steps do you have to take to create one.

What Is Model Storytelling? What Is a Model Story?

A model story is a abstract of your organization’s historical past, mission, function, and values, with a story construction that brings it to life.

Utilizing model storytelling, you’ll be able to create a sequence of plot factors and a rising motion that generate an emotional connection between your model and your target market. 

Why Does Model Storytelling Matter? 


Model storytelling is used to elucidate your values and interact prospects who share these values. If you discover prospects who share your values, there’s a a lot larger probability that they are going to be loyal to your model. 

A Harvard Enterprise Assessment examine discovered that emotional connection is a big driver of name loyalty, and it is without doubt one of the greatest indicators of future buyer worth. Moreover, prospects are 71% extra prone to advocate manufacturers with whom they’ve an emotional connection. 

Psychologist Jerome Bruner additionally found that when tales are used to speak messages, folks bear in mind them 22x greater than info and figures alone. That is so vital in immediately’s busy world, as we’re continuously navigating distractions. 

Skillful and strategic model storytelling stays some of the efficient methods for companies to seize folks’s consideration and ship constant advertising and marketing messaging. 

Good tales shock us. They make us suppose and really feel. They stick in our minds and assist us bear in mind concepts and ideas in a method {that a} PowerPoint filled with bar graphs by no means can.

Shane Snow, The Storytelling Edge

Examples of Manufacturers with Robust Storytelling

Tales make our advertising and marketing campaigns and content material extra memorable. One nice instance of name storytelling in a not-so-sexy {industry} is GEICO. The insurance coverage firm, which began out offering insurance coverage merchandise to workers of the federal authorities, is now the second-largest auto insurer and one of many largest house owner insurers within the US. 


GEICO makes use of the facility of storytelling to speak worth round a low-interest class in highly-engaging methods. Anybody who watches tv within the US has heard the well-known GEICO tagline, quarter-hour can prevent 15% or extra on automotive insurance coverage. 

This quick, catchy phrase, coupled with numerous entertaining spokes-characters just like the GEICO gecko, creates a story that the corporate values enjoyable, simplicity, and affordability. Utilizing storytelling, GEICO encourages customers to have a light-hearted angle in direction of buying a historically “boring” product and helps them see the worth of paying much less for it. 

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One other instance of a model that modified the best way folks really feel a couple of “boring” job is Mailchimp. The corporate managed to make e-mail advertising and marketing software program enjoyable by constructing a unusual and enjoyable model for its customers to rally round. 

When the corporate launched, it used a cartoon monkey mascot, Freddy, and casual product copy to face out amongst present e-mail advertising and marketing options and attraction to its target market: small companies. 

Mailchimp has at all times put its model story entrance and heart. In 2019, the corporate introduced its new all-in-one Advertising and marketing Platform on its weblog. However quite than detailing the brand new product and its options, they used this chance to retell their model story. 

Authored by the CEO, Mailchimp used this piece of content material to create empathy with its small enterprise viewers. They confirmed photographs of their very own household and mentioned how the launch was only one extra step in direction of attaining its mission of serving to small companies succeed. There have been no technical, pricing, or product particulars within the weblog put up. As an alternative, the quick story targeted on a personality arc, displaying how the founders’ private experiences led them to assist others who’re “similar to them.” 

Supply: Mailchimp

In fact, creating your model story from scratch can look like a frightening course of. That’s why we’ve put collectively this entire step-by-step information that can assist you perceive the weather of highly effective model storytelling and how one can map out your personal model story with success. 

The Parts of Highly effective Model Storytelling

Now that we’ve lined what model storytelling is, why it issues, and how one can establish your model story, let’s record the principles for making your model story efficient and memorable.


Listed below are a number of the key components to provide a story that sticks: 

  • Empathetic: Your viewers ought to see themselves in your story. They need to be capable of put themselves within the place of the “principal character,” and when the primary character feels joyful or unhappy, they need to really feel the identical method.
  • Consideration-grabbing: Your model ought to have a definite voice and persona that’s recognizable and stands out. Use this voice, language, and tone to seize your viewers’s consideration in your storytelling. 
  • Genuine: Success storytelling requires truthfulness. Be trustworthy about your values, what makes your organization distinctive, and even the challenges you face. We’ve all confronted setbacks which have formed us into who we’re immediately, and types aren’t any completely different. 
  • Relatable: Keep in mind you might be talking to actual folks. Attempt to keep away from overusing industry-specific or technical jargon and present that you simply perceive who they’re and what challenges they face. Your storytelling ought to sound human! 
  • Constant: Your viewers ought to know what to anticipate from you whereas nonetheless trying ahead to what’s subsequent. You need them to come back again repeatedly to learn the way the character is doing and the place the story goes. 
  • Aligned with Enterprise Targets: Your model story needs to be aligned with your corporation targets and built-in into all areas of your corporation — together with advertising and marketing, gross sales, and all inside and exterior communications.
  • Enhanced with Person-Generated Content material: When doable, enable your prospects or customers to assist inform your model story. Person-generated content material (UGC) is an trustworthy opinion about your model and is understood to assist increase buying confidence.
  • Provokes Motion: There have to be some extent in any story when your viewers understands its which means, and that’s while you introduce your name to motion — or, in storytelling phrases, an “inciting incident”.

Tips on how to Map Out Your Model Story in 6 Steps

Documenting your model story is a key step in constructing a basis on your advertising and marketing technique. As soon as full, it is possible for you to to make use of your model story as a compass for any content material, communication, and advertising and marketing campaigns. 

Seize our free Model Storytelling Template and observe every step under to finish it efficiently.

Step 1: Outline your targets and the aim of your model story

To create an excellent model story, take into consideration what messages you need to convey along with your story, the way you need your viewers to really feel, and finally what you need them to do. 

Your targets could also be associated to income development, natural site visitors, rising followers, or elevating model consciousness basically. Listing these targets after which record your present assets that may provide help to attain them. For instance, it’s possible you’ll have already got an modern product or a vibrant on-line group you’ll be able to leverage to realize your targets.

Step 2: Take into consideration your background

Take time to outline your private targets, values, and the way sure occasions in your life introduced you to immediately. This step will provide help to perceive how your private experiences could affect your organization’s targets and mission. Additionally it is a helpful train that can assist you pinpoint particular private experiences to make use of in your model storytelling to create an emotional connection along with your viewers. 

Take into consideration the historical past of your organization. Why was it created? Who’s/are the founder(s), and what’s the imaginative and prescient? How was it based? What challenges did you face, and what successes did you’ve got? 

It is a good time to record attention-grabbing info and particulars about your group and its background.

When Sarah Paiji Yoo grew to become a mother, she realized she was utilizing lots of single-use plastic. She was horrified to find out how plastic contaminates water provides and that she is perhaps giving her child water and meals that was full of microplastics. 

Unable to seek out family merchandise that did not are available in plastic packaging, she created her personal firm, Blueland, to promote eco-friendly merchandise in reusable packaging.

Sarah’s story is highlighted all around the Blueland web site and social media. Her mission is the corporate’s mission, and it’s the basis for all of their merchandise.

brand storytelling examples
Supply: Blueland

Having your purchaser personas clearly outlined may even assist with the subsequent steps in creating your model story. In case you’ve by no means created purchaser personas, our Purchaser Persona instrument and free templates makes them easy to place collectively.

Step 3: Map out your hero’s journey

There are numerous completely different buildings, or “templates,” you’ll be able to observe to inform your story, however some of the common is The Hero’s Journey. This storytelling construction was made well-known by educator and widely-published creator Joseph Campbell, and it’s usually used to construction science fiction, fantasy, and horror tales. 

The Hero's Journey

The Hero’s Journey is without doubt one of the most well-known story buildings as a result of it offers the viewers precisely what they need. First, the “hero” is known as to journey, then there’s a battle/motion, and eventually, a decision or reward. 

This storytelling construction follows an emotional arc that resonates extraordinarily properly with customers in advertising and marketing supplies. The hero (your buyer) and behaviors are clearly outlined, it explains how and why their established order was disrupted, how your answer helped them deal with their downside, and what’s the finish consequence.

Begin documenting your hero’s journey by answering the next questions:

  1. Who’s your hero (buyer)?
  2. What are their wants and desires?
  3. What’s their downside and the way are they fixing it now?
  4. How can your model step in to assist them and the way would they hear about you?
  5. What’s the answer you might be providing?
  6. What does transformation and a greater future seem like?

Now, you’ll be able to put that info into the 8-act construction under — accessible in our free Model Storytelling Template:

Hero Journey Map

Step 4: Take into consideration your model persona

The subsequent step is to establish your model persona. Defining your model persona entails making use of human traits to your model. Sometimes, it’s based mostly on the persona of your prospects and their preferences. A well-defined persona will provide help to join along with your prospects on a deeper degree.

One of many approaches that may provide help to outline your model persona is the Model Archetypes Framework. 

brand archetypes

Model archetypes symbolize the important thing persona sorts. First, it would be best to establish your hero’s (buyer’s) persona. A great way to do that is to consider how prospects interact with you. Then, align your model and its story with an archetype closest to what your prospects are searching for. 

Study extra about model archetypes on this weblog put up.

Step 5: Outline your model function and values

On this step, it would be best to outline your model function and values if you happen to haven’t already. These components will function your compass when crafting tales and assist to ensure they spotlight your model’s biggest targets. 

Model Function

That is one sentence that communicates the worth you create within the lives of your prospects. It needs to be based mostly in your model story. For instance, “my model’s function is to alter the best way you…”.

Listed below are some examples from different manufacturers:

  • Dove: To assist ladies all over the place develop a optimistic relationship with the best way they give the impression of being, serving to them notice their full potential.
  • Patagonia: To construct one of the best product, trigger no pointless hurt, and use enterprise to guard nature.
  • Intuit: To energy prosperity world wide. 

Model values

Establish 4-5 values that matter most to your organization and specify why. Nice model values ought to set you other than different manufacturers. Attempt to preserve them clear and concise. 

Listed below are some examples:

  • Adidas: Efficiency, Ardour, Integrity, Range
  • Accessibility, Comfort, Danger Discount, Model/Standing
  • Zara: Magnificence, Readability, Performance, Sustainability
brand values examples
Supply: Zara

Step 6: Write down your model story

Now you might be prepared to put in writing a model story that exhibits your actual worth to prospects, outdoors of the options you present. Ensure it solutions key questions on your prospects’ challenges and desires, why your model exists, and your mission. Right here’s a fast model storytelling information.

It needs to be round 200-300 phrases and canopy:

  • What’s the present context that your buyer (hero) operates in? Take into consideration their challenges and desires.
  • What’s the motive your model exists, what’s its mission: how are you making an attempt to alter your hero’s life?
  • What does the long run you envision on your model seem like? 
  • What’s the one distinctive factor your organization can ship that nobody else can?

Model Story Instance

One other glorious instance of a model that has used its function to boost its enterprise storytelling and drive success is Oatly. The Swedish firm, based in 1994, spent 20 years as an undifferentiated oat milk producer till it repositioned the model and began highlighting its model story and function. 

brand storytelling examples

Oatly’s function is to interchange cow’s milk and present that its merchandise are “Made for People.” The corporate makes use of lots of enjoyable visuals for example this function in its advertising and marketing campaigns. However additionally they rely closely on storytelling. 

From highlighting impartial espresso store house owners with its Hey Barista Instagram account to sharing academic content material about plant-based dwelling, the model efficiently engages its target market and creates group round its function with out pushing its merchandise. At the moment, oat milk is the second- largest dairy various following almond milk — displaying how this model storytelling instance actually made an influence. 

brand storytelling examples
Supply: Instagram

Share and Develop Your Model Story

Congrats! Now that you’ve your model story documented, you’ll need to be sure that different key components of your storytelling technique, akin to your tone of voice, model model pointers, and writing model pointers are able to go. Try our separate information on how one can outline your model’s tone of voice.

Lastly, it’s best to share your model story throughout your entire firm. Model storytelling ought to function a compass for every little thing you do in your group: from advertising and marketing and public relations campaigns to human assets and gross sales. To successfully share your model story with each worker, it is perhaps price creating an explainer video that captures the essence of your model.

It also needs to function the foundational doc on your content material technique. You should utilize it as a place to begin when creating content material plans, producing content material, and even when onboarding new writers and different content material creators. 

Most significantly, your model story needs to be a “dwelling doc” and evolve along with your firm. You also needs to evaluate it every now and then to ensure it displays any suggestions out of your prospects. 

Tips on how to Use Your Model Story in Content material Advertising and marketing and search engine optimisation

Probably the most profitable manufacturers world wide use various kinds of model tales of their content material advertising and marketing to achieve their goal audiences. 

Storytelling is a key pillar of content material advertising and marketing as a result of it offers you the power to attract in your viewers with attractive narratives and preserve them engaged for for much longer than doable with simply information and info about your services or products. 

One instance of a model that may be a grasp at utilizing storytelling in content material advertising and marketing is Entire Meals. The multinational grocery store chain makes use of social media and its weblog to share academic content material, recipes, and useful suggestions for fogeys with out blatantly selling its merchandise. 

Entire Meals’ story is about extra than simply meals. It’s about dwelling a wholesome life-style. The corporate makes use of storytelling to focus on its function (“to nourish folks and the planet”) and its core values, which embrace serving and supporting an area expertise and training environmental stewardship to inspire and interact its prospects.

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You should utilize our Matter Analysis Device to seek out matters that align along with your story and hero. Merely enter a subject that you simply need to create content material round and obtain tons of subtopics and concepts associated to the subject. Use that info that can assist you determine what’s going to resonate along with your viewers.

Is there a distinction between content material advertising and marketing and storytelling?

Whereas content material advertising and marketing is a channel to share model tales, it’s vital to do not forget that not all content material advertising and marketing is storytelling!

Content material advertising and marketing is about creating and sharing academic or promotional content material on your target market to draw new prospects, interact present ones, and create model loyalty. Content material advertising and marketing is only one channel for telling your total model story, which is what folks imagine about your model based mostly on the messages you place on the market. Storytelling instruments and strategies are used to create branded content material that speaks the values and imaginative and prescient of your organization and generates an emotional response. 

Storytelling can even complement search engine optimisation methods on the subject of getting your content material seen and ranked properly by serps. As per  Dale Bertrand, Founder and President at Hearth&Spark:

As an alternative of focusing your search engine optimisation efforts on guessing the technical indicators that may curry favor with serps, why not construct a compelling, story-driven model that resonates with on-line customers and generates the indicators Google is on the lookout for as a side-effect? Model storytelling naturally results in content material that generates engagement, E.A.T. and backlinks.

Dale Bertrand, Founder and President at Hearth&Spark

The truth is that the definition of “high-quality content material” and what truly works for hyperlink constructing is consistently altering. If you wish to stand out and create a robust model, then you must inform tales that resonate along with your viewers, Bertrand explains. 

He makes use of an instance of a enterprise that sells high-end 3D printers to manufacturing firms.

Whereas the model is targeted on promoting the reliability of the machines and stellar customer support, the model tales they use for hyperlink constructing are extra targeted on the issues that beginner 3D printing “hobbyists” face.

These tales aren’t focused at skilled engineers as a result of it’s way more profitable to generate hyperlinks from hobbyists as they’re much extra energetic on-line. 

Model tales will also be utilized in other ways to realize completely different enterprise targets. 

“You should discover points that authentically align along with your model (you’ll be able to’t pretend it) so you’ll be able to join with publishers on a human degree,” Bertrand explains.

Subsequent, develop numerous types of content material to inform your model tales — issue-oriented articles, guides, interviews, case research, and so forth.

Ensure your content material is at all times aligned along with your model and opinionated.

Lastly, promote your content material to the publishers you recognized in step one. Your outreach emails ought to ask for assist selling an thought or trigger that you simply each care deeply about.

This strategy works a lot better than asking for a hyperlink to a bit of content material. You may nonetheless get hyperlinks however that will not be your first ask.

Try our latest webinar with Dale to be taught extra about purpose-driven content material advertising and marketing and search engine optimisation.


At the moment, many customers view what they buy and the manufacturers they help as an extension of their very own id and values. They search to grasp a model’s function and mission, and so they need to really feel like they’re part of a group that shares their values. 

This is the reason it’s so vital to outline your story and reinforce it with each advertising and marketing message you share in order that when individuals are prepared to purchase, your model would be the first one which involves thoughts. 

Make it possible for your model story is intertwined in any content material advertising and marketing you do. Whether or not it’s in your web site, weblog, or social media channels, keep true to the story, tone, and voice you outlined on this course of. When carried out proper, utilizing storytelling in content material advertising and marketing is without doubt one of the greatest methods to distinguish your model, create an emotional connection along with your target market, and finally convert them into lasting prospects. 

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