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The significance of storytelling within marketing

The significance of storytelling within marketing


In an age where almost every consumer is now glued to their smart phone, tablet and laptops storytelling marketing is becoming more and more important.


Storytelling is one of the most powerful ways to breathe life into your brand. By giving your products and services an identity, by capturing and sharing the stories you can take your audience on a journey they yearn to experience. (i-Scoop. 2016.)


But why does the storytelling technique work better or more effectively than the traditional call to action or mass marketing strategies? Simple. ‘Stories work in marketing because human brains are hardwired to remember them. Storytelling is as old as time. They have long been used to hand down history and help build communities and strengthen families.’


Creating a great narrative for your business also provides another benefit. A great story cuts through the clutter of (too much) information. (Sarah Mitchell. 2015.)


So how does a brand create and implement a great storytelling campaign?


Storytelling is not about inventing a story, in fact the very reason you exist as a company is because of your story and the fantastic product or service that has come as a result. So tell that very story! The key within the story though is to get across how your brand, product and service fulfils your consumers need.


James Lush says all storytelling campaigns should pass the TRUTH test and knowing the elements of a good story. He states five elements that make for an effective campaign:


  • Topical – is this the right time to tell this story? Is your audience looking for the information now?
  • Relevant – It’s rare to have a ‘one size fits all’ story. Make it relevant to the audience you’re trying to reach.
  • Unusual – If you really want to cut through, come up with a new angle for your stories.
  • Trouble – One thing fiction writers know is there has to be some sort of conflict to tell a story. What makes it interesting?
  • Human – No one wants to be friends with your brand. They do however; get interested in the human element surrounding your brand. Put a human face to your stories and you’ll have a lot more success.

(James Lush. 2015.)


The word storytelling often comes with childish connotations, but the truth is far from it. Perseverance with a strategy of storytelling can result in consumer brand loyalty and their own ambition to be your brand ambassador due to the emotional connection you’ve created with them. It’s no coincidence then that the number one ranked storytelling brand in the table below (Mindi Chahal. 2016.) is Apple, a brand that has one of the biggest and most loyal brand ambassador armies out there.



Mindi Chahal. (2016). Top storytelling brands capitalise on consumers’ smartphone obsession. Available: Last accessed 03 October 2016.


Sarah Mitchell. (2015). Content Marketing: Why Storytelling Is Essential. Available: Last accessed 03 October 2016.


(2016). Using storytelling to strengthen your brand. Available: Last accessed 03 October 2016.