Why your brand needs a story

Wednesday, 02 October 2013 00:00
Posted in Content Marketing
Written by  Emma Mackenzie

Storytelling isn't a new concept in marketing, we've been telling stories for years through advertising, point of sale and other material.  However, the explosion in social media and content marketing in recent years has given us more opportunity than ever to use storytelling as a means of engaging with our customers.

A brand is more than just a logo, it is your company’s personality.  You can use storytelling to initiate an emotional response to your brand and influence how a person feels about your company. 

What's the plot?

Your brand storytelling should be consistent.  Think about what underlying message you are trying to communicate to your audience.  Be creative but be truthful, think about what core values your customers appreciate about you.

I need a hero!

All good stories have a hero, and your own brand story is no different.  Creating strong characters and a personality that your reader can root for will help them to become emotionally invested in your story - and therefore your brand.  You don't need to create elaborate fictional characters - simply telling a story from an employee's or customer's point of view brings personality and truth to your writing.

Structure your story

In fictional writing stories will have a clear beginning, middle and end.  At the beginning set out what challenges face our hero.  Often the hero will overcome some kind of conflict along the way before finally finding a resolution. 

An emotional response

Storytelling works because it gives readers a reason to believe and trust in your company.  Stories can be very inspiring and are able to convey to potential customers how you may be able to help them in the same way that your hero has benefited.  They are much more memorable than simply listing benefits to your potential customers as they connect with your reader’s emotions.

Need some help with your brand storytelling?  Call Curly Creative today and let the fairytale begin!



Curly Creative
Marketing and Web Design
21 Little Hoddington
Upton Grey
RG25 2RN

Tel: +44 (0)7432 324723


Get free marketing tips

Sign up to our email newsletter for useful stuff and top marketing tips. Please note that we will NEVER sell your personal information to third parties, because quite frankly that would be a pretty rubbish thing to do!

Client Testimonials

Emma has been absolutely brilliant, from the very first meeting she has gone above and beyond. Every stage has been clearly explained and completed before deadlines, she has been a pleasure to work with. I have no hesitation in using Emma again or recommending her to others.


Caroline Beacon 
Owner, Stitched By You 

Emma developed our logo, marketing leaflet and then our website. I am really thrilled with all three. Emma listens carefully to what you are wanting to achieve and asks some probing questions to properly understand the business vision. She then interprets this to design and deliver the outputs with wonderful effect. Emma is easy to get on with, provides good advice and is very conscientious (and patient!). I certainly would recommend Curly Creative.


Andrew Martin 
Owner, Candy Tours 

The quality of Emma's work is very high. Emma is an excellent communicator, with great attention to detail... She really took time to listen and understand my business, before creating a completely new brand identity for me and then a website This is a start up business and working with Emma challenged me to be clear on my objectives and values, which has in turn led to a brand and website that I am delighted with and very proud of... I can't imagine anyone else would do such a good job!


Jessica Green
Owner, Jessica Green Hypnotherapy 

Emma was friendly, supportive and chatted to me like a friend. She was happy to take all my ideas into account and went out of her way to ensure I was happy with the end result. I will always be using her from now on!


Sarah Leaford
Owner, InsideOut Bridal

Emma Mackenzie provided the marketing services, including web design for my company.  Her work was of the highest quality and she approached every assignment with imagination, zeal and assiduity.  I have no hesitation in recommending Emma.


Mike Tyler 
Director, Holidaybreak Adventure Division