Invites the public to participate

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Make sure your storytelling invites your audience to become part of the story you are telling.

Make them feel included, so that they not only identify with your message but also want to contribute with their comments and points of view.

If marketing used to be about brands as hospital contact list protagonists, remember that now it's about people. Let your audience be the focus of the story.

In the end, if they are not the direct protagonists of your storytelling , at least let them be real people with whom they can identify.

An example that I really like is the shoe brand TOMS. Its creator, Blake Mycoskie, has been responsible for making the story behind the shoes known.


The brand stands out for its social responsibility project One for One, in which for every pair of shoes sold, a child in need also receives one. It is undoubtedly an emotional and inspiring message.

Brand users feel part of that story because they know that with their purchase they are helping others. And that is worth sharing, isn't it?



It's all about the content
Spend all the time you need defining the content of your storytelling , remember that in terms of branding we could be talking about your company's masterpiece.

Think of it as a piece of art, it's not an exaggeration. Forget sales, numbers and marketing phrases for a moment.

Activate your sensitivity, your emotion and your desire to inspire others. Gather your creative team to write the beginning, middle and end of your story.

Once you have your script, think about the most appropriate content formats to deliver it.

Choose the platforms that best suit you and don't hesitate to use your social media profiles to share it with all your followers and theirs. If the content is good, your storytelling is good.

Some storytelling formulas that have worked before and that you can adapt to your brand are: telling the story of the business idea or the founder of the company, these are usually very inspiring stories of overcoming and entrepreneurship.

Think about the vision, mission, values ​​of the organization and how you can turn that essence into an interesting story for your audience. Note: without being corporate.

In any case, look at the human side of your organization, its workers and the little stories. If you look carefully, you will surely find treasures that will surprise you.