Brand storytelling guide

Learn how to develop powerful brand stories to capture your audience's attention

How will this brand storytelling guide help me and my business?

Engaging brand stories bring people together who share common interests and understand the core of a brand. However, despite what many think, brands aren't the main characters in these stories. Their job is to support consumers in reaching their goals. So, every story, whether about shopping or business, should ultimately be about your customers.

The more immersive the narrative, the more gripping it becomes for the hero of the story – in other words, the reader/site visitor. Using digital channels helps makes experiences feel more authentic and gives creatives many options for reaching and capturing their audience's attention.

This guide will help you explore the fundamentals of developing powerful authentic brand stories. Effective brand stories show how products or services are used, build loyalty, and can make your brand a trusted expert.

Who is this guide for?

This is aimed at communication professionals working in:

• Public relations
• Marketing
• Advertising
• Branding
• Reputation management
• Content creation
• Omni-channel customer experiences

How is the guide structured?

The main sections of the guide include:

• How brand stories fit in a world congested by stories
• A detailed look at brand stories in B2B marketing
• An overview of storytelling stages and frameworks
• How to develop the right type of brand messaging content
• A discussion of social responsibility
• Details on social community responsibility and corporate social responsibility

Resource Details

• Author: Jonathan Gabay – LinkedIn
• Editor: Amelia Cooper, Smart Insights
• Format: Online long-form article
• Related resources:
  • Brand vision and identity playbook – step-by-step practical advice on developing a brand strategy to elevate your business and market position

About the author

Jonathan Gabay is one of Europe’s premier creative branding authorities. He is the author of 15 books including university textbooks on content. His latest title is Brand Psychology.

Jonathan is a regular keynote speaker for major brands around the world.

News organizations including CNN, BBC, Sky, Bloomberg and many more, trust Jonathan to explain the stories behind the biggest brand news headlines.

In addition to advising global enterprises, including digital content contextual experience platform providers, Jonathan is involved with helping countries brand their stories on the world stage.