Stories — we all have them. They live in our experiences, our imagination, and the lessons we’ve learned along the way.
And whether you realise it or not, crafting stories for marketing could be one of the most effective ways to build genuine emotional connections with your audience. Stories help you nurture a following, grow a community, and turn passive audiences into engaged advocates.
The good news? You don’t need to be Tolkien, Rowling, or Roald Dahl to get started (although having a Dahl-esque story in your locker wouldn’t hurt). You simply need to begin — and for most businesses, that first step is the hardest.
Here’s how to start crafting powerful stories for marketing.
1. Plan Your Story With Purpose
Great stories rarely happen by accident. Crafting an engaging brand story can feel challenging at first, especially if you try to do it off the cuff. That’s why planning your approach is essential.
Before you start writing, ask yourself:
Who is your audience?
Be specific. The clearer you are about who you’re speaking to, the more relevant and impactful your story will be.
When will you share your story?
Timing matters. A story about a Christmas campaign may not land in the middle of summer — unless, of course, you’re unapologetically festive all year round.
What is your core message?
Are you aiming to inspire, educate, promote a product or service, advocate for a cause, or raise awareness?
If you can’t summarise your core message in fewer than six words, it’s worth refining it further.
Brands like Disney demonstrate the power of clarity here. Their global success is rooted in a deep understanding of their audience and unwavering commitment to family-focused storytelling. When content doesn’t align with that audience, it’s carefully positioned elsewhere — reinforcing brand values while still reaching the right people.
2. Give Your Story a Clear Structure
Every compelling story follows a structure. Traditionally, this includes:
- A beginning that sets the scene
- A challenge or conflict
- A journey or transformation
- A clear resolution or outcome
Structure matters because it keeps your audience engaged. If people don’t understand where the story is heading — or why it matters — they’ll disengage before the payoff.
Most importantly, your audience should clearly understand the value of the story: the insight, lesson, or outcome they can take away.
3. Be Clear on Your “Why”
Your story should always be guided by a clear objective. Knowing why you’re telling it will shape your tone, message, and call to action.
Your story might aim to:
- Build connection by helping your audience get to know you as a person or brand
- Communicate values, attracting people who align with what you stand for
- Inspire action, using outcomes and results to encourage change
- Share knowledge, including lessons learned from challenges and mistakes
Authenticity is key here. Stories that acknowledge setbacks and show growth build far more trust than those that present a polished, unrealistic version of success.
4. Choose the Right Channel
One story can live across many platforms — but one size rarely fits all.
Whether you’re sharing your story via social media, a blog, video, or podcast, each medium requires a slightly different approach. That said, starting with a scripted video can be an effective foundation. From there, you can repurpose:
- The audio into a podcast
- The script into a blog
- Short excerpts into social content
This ensures consistency while maximising reach.
5. Start Writing (Even If It’s Not Perfect)
You don’t have to be great to start — but you do have to start to become great.
Perfection is the enemy of progress. Your first story won’t be your best, and that’s okay. What matters is momentum.
6. Share Your Story
Because storytelling only works when stories are shared.
Be confident. Be human. Be consistent. The more you show up with meaningful stories, the stronger your brand connection becomes.
