Why Storytelling Works for Brands

People don’t just buy products—they buy how those products make them feel. Coca-Cola gets this. For decades, they’ve built their brand on emotions like nostalgia, excitement, and trust. Think of their holiday ads featuring Santa Claus or the polar bears. They don’t just sell soda; they sell the idea of joy, togetherness, and timeless memories.

Think about it: we remember how something made us feel long after we forget the specifics. Like when a fun ad becomes part of everyday culture. Take Budweiser’s “Wassup” campaign. It wasn’t about beer—it was a story about how friends connect and have fun together. Decades later, people still mimic that iconic “Wassup” call because it struck a chord. That’s the power of storytelling—it connects on a level facts alone can’t.

But it’s not just about making people feel good. A story also gives your brand personality. It’s how you stand out in a crowded space where everyone claims to be the best or the fastest. Think of Nike’s “Just Do It.” That phrase isn’t just a tagline; it’s a story about determination and breaking limits. It’s the voice of a brand that’s bold, motivating, and relentlessly focused on pushing boundaries.

Here’s a thought: What if you didn’t focus so hard on selling? What if you focused on helping your audience see themselves in your brand? Patagonia does this brilliantly. Their storytelling doesn’t scream “Buy this jacket!” Instead, it invites you to picture yourself exploring the wild, protecting the planet, and being part of a movement that cares. That’s when real connections happen—when people see your brand as a reflection of their own values and aspirations.

How Design Brings Stories to Life

Design isn’t just decoration—it’s how your brand becomes distinctive. As a designer, I may be biased, but it sets the tone, draws people in, and communicates emotions faster than words ever could. A distinctive design doesn’t just look good; it feels like your brand without needing a logo to remind people who you are.

First Impressions That Stick

Before anyone engages with your story, they experience your design. Colors, fonts, and imagery send immediate signals about your brand. Dr. Squatch, for example, uses bold colors, hand-drawn illustrations, and a rugged, playful vibe that instantly communicates their mission: natural soap for men who don’t take themselves too seriously. You know what they’re about before you even read the label.

What does your brand say in those first few seconds? Do the visuals reflect your story?

Consistency Across the Customer Journey

A story falls apart if it’s inconsistent, and the same goes for design. When your visuals align across every touchpoint—ads, packaging, website, and even in-store displays—it creates a seamless experience for the customer. Dunkin’ Donuts nails this. From their bright orange and pink branding to their fun, energetic typography, every piece of their marketing feels like it’s part of the same story. Whether you’re scrolling Instagram, sipping a coffee, or seeing an ad, it’s unmistakably Dunkin’.

But it’s not just about matching visuals to platforms; it’s about putting the customer at the center. Each touchpoint should feel intentional and connected to their journey with your brand.

Design That Guides the Customer

Good design doesn’t just tell a story; it leads the customer through it. Fonts, layouts, and imagery create a roadmap. Take Liquid Death. Their sharp, edgy design doesn’t just look cool—it commands attention, keeps you intrigued, and makes their water feel like a rebellion against boring brands. The design guides you to think, “This isn’t just water; it’s a movement. Water in a can is rock and roll!”

Your brand design should make every step of the customer journey feel intentional and engaging. It’s not just about being polished—it’s about making your brand distinctive and irresistible at every turn.

Storytelling in action

Sometimes the best way to understand great storytelling is to see it in action. Let’s look at two recent ads that do more than sell—they connect.

Kroger: The Spirit of the Holidays

Kroger’s holiday ad feels distinctively Kroger from the start. The animated characters they’ve used across their campaigns return, instantly tying the ad back to the brand. The story unfolds with a warm, neighborly gesture: a family notices their elderly neighbor might spend the holiday alone and invites her to join them for dinner.

Here’s what makes it work: The ad isn’t about shopping. It’s about sharing. Food is the backdrop to a larger message of connection and generosity, showing how Kroger is part of creating those special moments. The animation, the tone, even the soft music all work together to make Kroger feel like more than just a grocery store—it feels like a part of the holidays.

FedEx: Entertaining with a Purpose

FedEx’s ad uses humor to tell a story about the lengths their people will go. when something has to get there fast. A FedEx driver, getting new instructions for this special package urgently, rushes through town to save the day.

Here’s why it stands out: The ad is funny and relatable, but it doesn’t stray from FedEx’s core message. They’re dependable, efficient, and a smart solution for high-stakes shipping needs. The humor keeps it memorable, while the story reinforces the brand’s promise. It’s not just entertaining; it’s purposeful.

Simple Steps to Build Your Brand’s Story

Building a brand story doesn’t have to be overwhelming. It’s about knowing who you are, understanding your audience, and crafting a narrative that connects. Here’s how to start:

1. Start with Emotion

Decide how you want people to feel about your brand. Safe? Inspired? Bold? A clear emotional foundation makes your story resonate.

Take Liquid Death as an example. They reject the status quo of plastic water bottles, packaging their product in cans with rock-and-roll designs. It’s not just water—it’s a rebellion against the ordinary. That emotion of being part of something different and daring is what draws people in.

2. Keep It Authentic

Your story should reflect your brand’s real purpose and values. People crave authenticity, and anything less feels hollow.

Here’s a quick exercise: Think about what would happen if your brand disappeared tomorrow. Would your audience miss it? If yes, why? The answer to that question reveals your authentic purpose—the “why” that sets you apart. Build your story around that, and you’ll naturally begin to stand out.

3. Evolve with Confidence

Evolving your story can feel risky, but staying stagnant is often the bigger risk. Brands grow, audiences change, and stories should reflect that.

Look at Dunkin’. When they dropped “Donuts” from their name, it wasn’t a rejection of their past but an evolution that kept them relevant. They stayed true to their playful, welcoming identity while showing they offered more than coffee and donuts.

Think of it this way: Growth doesn’t mean abandoning your core—it means building on it. If your story stays rooted in what makes your brand special, you can evolve without losing what your audience loves.

 Wrapping up…

Your brand’s story is already being told. Is it one that resonates with your audience and reflects who you are? If not, it might be time to rethink your narrative.

A good story doesn’t just sell a product—it builds a relationship. When you tap into emotions, reflect your brand’s authentic purpose, and adapt your story as your brand grows, you create more than a marketing message. You create a connection that lasts.

Remember, storytelling isn’t about perfection. It’s about being distinctively you—at every touchpoint, in every interaction. Start with small steps: align your visuals, revisit your purpose, and focus on the emotions you want to evoke. Over time, those steps become a journey your audience will want to follow.

Make your brand’s story one that people can’t wait to share.