Deutsch
Every brand has one – that story no scriptwriter could invent. Maybe it starts in a garage, a classroom, or over a third cup of coffee in the break room. It is the vision, the stumbles, the people behind the scenes and all those pivotal decisions – big and small – that turn your brand into a movie worth watching. That‘s what transforms a company into a magnet for attention, trust, and true fans.
Welcome to the age of stories
We are living in an era where information is everywhere, all the time. Standing out? That takes more than buzzwords and slick presentations. What lingers in people’s minds? Stories that are real and a little rough around the edges. Experiences that don’t sound like ad copy. Messages that feel lived – not manufactured.
Marketing is no longer about the stuff that you make, but about the stories, you tell. – Seth Godin
3 golden rules for stories that resonate
1. Brand core: No compass, no adventure
Before you start, get clear on what your brand stands for.
✅ Why does your company exist?
✅ What values drive your actions?
✅ What makes you different?
If you don’t know the core of your brand, your story is always going to sound like a borrowed one.
2. People make brands
The best stories are written by real life:
✅ Show who you are: highlight team members who are more than their job titles.
✅ Share customer journeys – how they overcame challenges with your help.
✅ Talk about partnerships that go deeper than a handshake for the camera.
And yes, don’t shy away from the messy bits. Perfection is boring.
3. „Show, don’t tell“ – no more empty phrases
Your story isn’t just for you – it’s for your audience.
✅ What moves your customers or stakeholders?
✅ What values do they share with you?
Be specific. Show what drives you and your customers.
Storytelling in action: Where to start
1. Go on a treasure hunt inside your company
Dig for untold stories. Ask around:
- What was your team’s magic moment?
- Which customer story gave you goosebumps?
- When did things go wrong and how did you turn it around?
Every business has more story material than it thinks.
2. Hero’s journey, not glossy brochure
Every great story needs a hero – and it doesn’t have to be the CEO. Show how that hero overcomes challenges and what others can learn from it.
- Problem: “Our client faced a supply chain crisis.”
- Solution: “Together, we built an agile strategy.”
- Result: “Not only did we save the project, it won an award.”
The hero’s journey always beats heroic drama.
3. Pictures, Proof, Pow!
Bring your story to life with concrete examples, quotes, and snapshots from everyday life. The more vivid the images, the more your story will stick.
4. Think cross-channel – one story, many options
Combine blog posts, social media, and newsletters to use your stories in multiple ways – ideal for optimizing resources and creating a consistent message.
- A blog post is just the beginning. Turn it into social media snippets.
- Share customer success as a video interview or infographic.
- Use employee insights for newsletters or employer branding.
One story can fuel an entire universe of content.
Your story is unique - tell it!
Whatever kind of business you’re running – whether it’s a startup, a heritage brand or a public institution – your story deserves to be told. If you want people to remember your brand, you need to tell a good story. Get ready for some storytelling that isn’t like something you would hear in a textbook! Let’s find the stories that make your brand stand out.
Let's talk!