The Power of Storytelling: Crafting Compelling Narratives to Drive Brand Awareness

From our clothing to our speech, everyone is telling their story 24/7. The same goes for brands. Whether you’re selling jewellery or house and land packages, the role of storytelling behind the product or service is now more important than ever.

In this digital age of artificial intelligence, SEO services, and influencers, seemingly everyone is on some form of social media — from WhatsApp to Snapchat and everything in between. We’ve watched the world’s content move from average home videos to professionally edited short films! With the quality of content being of such a high-level, how genuine can it be?

In 2023, social media has now come full circle with a craving for authenticity to return to our screens. This resurgence of truthfulness requires a human element – the person viewing your content wants to feel something other than jealousy or disconnection from the content creator. They want to feel included, seen and understood.

So how does this relate to marketing and advertising? It’s actually a great thing for businesses and brands as you just need to show your personality – people will either love you or hate you, but hey, that’s show biz or… marketing.

In this blog, we will delve into the ways your brand or business can tell a story and how important the role of storytelling is to sell your product or service.

Human Element

You’ve probably heard the saying, “People want to do business with people.” Adding a human element to your branding is always a great idea as it puts a face to the name. This makes your company or brand more approachable with a customer-centric feel.

Adding elements such as “meet the team” to your social postings or to your website can make your business seem more “real” by giving your customers a look behind the curtains. This creates a level of intimacy between business and customer, reminding the customers that there are people behind the brand.

Company Culture 

No one wants to buy from a company whose values don’t align with their own. You may think sustainability and ethical awareness, but it also boils down to more superficial things like what games you have in the office or where the company had its staff party. If you’re selling the dream of having fun and your office isn’t having fun, that’s a red flag for the consumer. It’s like selling pool tables when your office doesn’t have one.


Truly loving what you’re selling is an important part of coming across as genuine. Yes, we can’t all sell champagne and basketball rings, but making desks and water coolers seem fun is possible through authenticity. Sell your story, not the product.

A great example of this would be a sustainable makeup company. It’s made in Melbourne and they sell the fact that there are more important things in life than makeup. Instead of plugging their products regularly, they sell their stories of wearing makeup and what it’s like navigating this crazy world of beauty standards – it’s genuine and real, which in turn helps them sell products.

Find the story surrounding your product, not the product itself.

Turning your Customer into Fans

By selling your story, you craft an organic audience that helps to make emotional and personal connections. This is the best thing a business or brand can do – turn your customers into fans! When you have a fan, this person talks about your brand and your product or service, giving you the ultimate form of marketing – genuine word of mouth.


Need some help with where to start telling your story? OtherBirds keep it genuine and we know how to sell the story behind the business. Give us a no-obligation call to see how we can turn your brand into a memorable one.