4 storytelling tips for copywriting – and the best brand storytelling examples

14 Jun 2024

Once upon a time, there lived a centuries-old copywriting technique – perfect for transforming mere readers into loyal customers. Its name? Storytelling…

Over the years, many businesses and brands began to master the art of storytelling in order to forge emotional connections with the town folk and secure a place in their hearts for generations to come. 

Still to this very day, storytelling remains an unparalleled selling technique, and we’re here to share a few ways to sell your own brand – and throw in a few brand storytelling examples – in other words, the businesses who are getting it spot on.

storytelling tip #1: testimonial stories

Make your own customers the main characters. Put them in the protagonist’s position and tell their success stories through testimonials that showcase just how much you’ve helped. Essentially you’re showcasing yourself through the eyes of happy customers. 

Don’t be afraid to go a little deeper with this social proof too. Get creative…throw in lots of details, and give the plot a beginning, middle, and end that shows off the full transformation.

brand storytelling example…

Slack

Communication platform: Slack combines scannable headlines, big names, and clickable stories to paint a wonderful pretty picture of how its tech and tools benefit fellow businesses. 

storytelling tip #2: get personal  

It’s not just about your customers. You need to tell your own story too…and the best place to do it? On your ‘about’ page.

This is your very own podium built to highlight your journey, values, and quirks. Sure it’s good to add facts and achievements, but also try telling personal anecdotes about the moments that shaped you – and the hurdles you’ve overcome.

Start a narrative that you’re proud of. 

brand storytelling example…

Nike

This about page is a whole site in itself! Packed with feature stories and info on their exciting initiatives and future plans, international sports brand: Nike knows itself inside out and wants you to hear the whole story. 

storytelling tip #3: give your brand a personality 

Ask yourself: what kind of person would my brand be?

When you’re telling your story, don’t shy away from what makes you unique – whether it’s humour, vulnerability, empathy, or any other relatable value. By humanising your brand story, you’re inviting people to resonate with your business on a deeper, more personal level – ultimately increasing the chances of them loving what you’re about and sticking around. 

brand storytelling example…

Innocent

Smoothie company: Innocent certainly knows how to shine above competitors with their humour and lightheartedness. From whimsy jokes on their bottles to their distinctly playful and colloquial tone of voice, this is a brand bursting with charisma and charm. Their copywriting is just like you’re chatting with a friend.

storytelling tip #4: make it emotional

The best brand stories are the ones that evoke some kind of emotional response from the reader. And that could be any kind of feeling that entices you to take action: pure joy, surprise – even anger.  

Studies show that 71% of brand recommendations are based on an emotional connection, so never underestimate the power of forging this with your audience. Remember, emotions are what drive human behaviour. 

Try to pack a hearty emotional punch with your copy through cathartic techniques like descriptive imagery, powerful analogies, and brand messages that directly appeal to your customer’s needs and values. A sense of urgency works wonders too. 

So come on – get creative right now. Your story isn’t going to tell itself.

brand storytelling example…

Cadbury

Confectionary giants: Cadbury revolve a lot of their storytelling around one specific emotion: nostalgia. As a bittersweet feeling tinged with both comfort and a sense of sad longing, Cadbury campaigns immediately pull on your heartstrings. 

tell a story that’s writefully yours

We know how to create blooming brilliant storytelling – and can help give you a voice that’s uniquely yours. 

Your first chapter is getting in touch.