Storytelling is one of the oldest human skills in terms of building culture and relationships because its very purpose is to evoke an emotional response in its audience. A compelling story can be told over and over again, and that’s what makes it so powerful. This is especially true when it comes to branding, where stories are far more compelling than blatant advertising that just aims to sell, sell, sell.

Storytelling communicates what a brand stands for and allows it to be transparent about its failures as well as successes. These experiences and values help consumers feel included and connected to the brand – and this is especially important for long-term brand building.

But, as with all methods of digital brand building, creating trust is crucial. What a brand chooses to say about itself as well as where, when, how, and who it employs to tell these stories can make or break consumer connections.

To create real connections, brands need to be credible and authentic. One brand that understands the value of transparency and authenticity is the British fitness clothing and apparel brand Gymshark. The brand included consumers on its journey from small clothing retailer to global superbrand, openly sharing its successes and failures via social media as they happened. It was a simple strategy that paid off, as the brand's users now feel invested in its success and are fiercely loyal to the brand.

Who tells the brand’s story is just as important as the story itself. Trust in advertising is declining, and sometimes it’s better to let others do the talking and make them part of the story. This is something online accommodation marketplace Airbnb does very successfully - putting user-generated content, or UGC, at the heart of its communications strategy.

The brand has recognized that users trust fellow travelers’ recommendations far more than comms from the brand itself – so, it lets its users tell its story by sharing their own experiences. Airbnb’s social media channels blend this content with content created by the brand itself, and it’s also used this tactic with more traditional media, using real guest and host experiences in TV ads.

Strengthening Your Connection With Your Audience

About