Brand storytelling: How to make people care about what you do

What is brand storytelling (and why does it work)?

Brand storytelling is the art of communicating your purpose, values, and personality through a compelling narrative. It’s not just your “About us” page—it’s how your brand shows up across everything you do.

People remember stories 22 times more than facts because stories activate emotions, and emotions drive decisions. That’s why some brands stick in your mind long after you’ve seen their product, while others fade into the noise.

Think about the last time you recommended a brand to someone. You probably didn’t list features or price points—you told a story. “You’ve got to try this,” you said, before launching into why it’s different, why it’s better, and why it just fits. That’s the power of brand storytelling. It’s what turns customers into advocates.

Why most brands get storytelling wrong

The biggest mistake brands make? Thinking the story is about them.

It’s easy to think that your company’s backstory—how you started, how hard you’ve worked, how passionate you are—is what people want to hear. But the truth is, your customers don’t care about you. They care about what you can do for them. The best brand storytelling doesn’t make the company the hero—it makes the customer the hero.

That’s exactly what Canva figured out when they shook up the design world. Instead of talking about how powerful their tool was, they built their brand story around empowerment. They understood that their customers weren’t designers—they were small business owners, marketers, students, people who just needed something to look good, fast. Instead of positioning themselves as an industry-leading software, they told a different story: you can design anything, no experience needed. That’s what makes Canva a household name.

How to craft a brand story that makes people care

Make your story about more than just your product

A great brand story doesn’t just sell a product—it sells a vision, a belief, a movement. The most iconic brands in the world don’t just tell you what they do; they tell you why it matters.

Take Dr Bronner’s. They don’t just sell soap—they sell a philosophy. Emanuel Bronner, the company’s founder, wasn’t just making personal care products; he was promoting his “All-One” message, a belief in unity, sustainability, and ethical business. That’s why the product labels aren’t just labels—they’re mini-manifestos, covered in philosophical messages about how we should live. It’s an experience, not just a purchase.

Their commitment to their story is what makes them unforgettable. They could have played it safe with sleek packaging and corporate messaging, but instead, they leaned into what made them unique. The takeaway? A brand story that truly reflects your values is far more powerful than a perfectly polished but generic message.

Make your customer the hero

It’s easy to assume that your brand should be the centre of the story. But the best brands don’t talk about themselves—they talk about the people they serve.

Just look at Notion. Instead of selling their software as a tool for productivity, they tell a story about freedom and creativity. Their messaging isn’t about how many features they have—it’s about how their users can shape their own workspaces, on their own terms. The story they tell? Notion isn’t the hero—you are.

This approach has made them more than just a SaaS product; it’s made them a brand with a community of die-hard fans who share their setups, create templates, and talk about Notion like it’s a lifestyle, not just an app. If you want to build loyalty, start by shifting the focus from what you do to what your customers can achieve with you.

Make people feel something

People don’t buy products—they buy how those products make them feel. If your brand story doesn’t evoke a strong emotion, it won’t stick.

That’s why Halo Top was able to disrupt the ice cream industry. Before they came along, “healthy” food brands mostly focused on restriction and self-control. But Halo Top flipped the script. Instead of telling people to cut back, they told them they could indulge without guilt. “Eat the whole tub,” they said. And people did.

This wasn’t just clever marketing—it was a complete shift in storytelling. Instead of making people feel deprived, they made them feel free. That emotional connection is what turned Halo Top from a niche health brand into a category-defining powerhouse.

Show, don’t tell

The most compelling brand stories aren’t just told through words—they’re woven into everything you do.

Häagen-Dazs understood this when they set out to create the world’s most premium ice cream. They could have just talked about quality ingredients—but instead, they made the entire brand feel luxurious. The elegant packaging, the slow-churned texture, the European-sounding name (which, fun fact, means absolutely nothing)—it all reinforces the story of indulgence. It’s not just ice cream; it’s an experience.

And they don’t just stop at indulgence—they care about the small but mighty creatures that make it all possible. Through their "Häagen-Dazs loves Honey Bees" program, they’ve taken real action to protect pollinators, recognizing that without bees, there’s no vanilla, no almonds, no strawberries—no ice cream. 

If your brand story is built on quality, sustainability, or craftsmanship, ask yourself: how is that reflected in your customer’s experience? Are you showing them, or just telling them?

Make storytelling part of everything you do

A great brand story isn’t just for your “About us” page—it should be woven into every touchpoint.

Burt’s Bees does this masterfully. Their entire brand is built on natural ingredients and environmental responsibility. But they don’t just say it—they show it in everything from their sustainable packaging to the bee-friendly initiatives they support. Their branding feels earthy, handmade, and honest—just like their story.

This level of consistency is what makes a brand story feel real. If your website says you’re all about sustainability, but your packaging is wasteful, people will notice. If you claim to be customer-obsessed but offer terrible service, your story falls apart. Every touchpoint—your website, your ads, your packaging, your customer service—should feel like it’s part of the same narrative.