Branding is an important step for any company, but it's also something that can be difficult to do well. One way that companies can improve their branding is by implementing storytelling techniques. Using stories and narratives as part of your brand building process can help you create a more cohesive and compelling message, while also making your brand more relatable to customers.

What is narrative?

Narrative is a story that's told in a sequence of events, and is connected to each other. It can be fictional or non-fictional, but all narratives contain some form of conflict and resolution.

Narratives are used to communicate messages through stories we tell ourselves (and others), but there are many different types of narratives:

  • Fictional Stories - These are stories that aren't based on real life experiences; they're made up by writers who create their own characters and settings for readers to enjoy. Examples include Harry Potter, Lord Of The Rings And Cinderella

  • Non-Fictional Stories - These are stories based on real life experiences; they're usually told from one person's point-of-view about something that happened in their past or present day lives

Why do we love stories?

We love stories because they allow us to experience the world through someone else's eyes. Stories help us to understand who we are and how we fit into the world. They also help us make sense of it all.

Narratives have been used throughout history as a means of passing along wisdom, teaching moral lessons and instilling values in new generations of people. Today, brands use narrative-based marketing techniques to build relationships with customers by telling stories that resonate with them on an emotional level--and then positioning themselves as part of those narratives when appropriate (for example: "I love my brand because...").

How to use narrative to help build your brand.

  • Use a hero's journey

  • Create tension and conflict

  • Make your brand the hero, not the product or service

  • Use villains to create tension and conflict

The importance of the hero's journey in storytelling.

The hero's journey is a story structure that has been used for thousands of years. It can be found in countless stories, including the Bible, the Iliad and The Odyssey. The hero's journey helps brands to connect with their customers on an emotional level by creating relatable characters who face obstacles and overcome them through perseverance and determination.

It's important to remember that these characters are not always heroes; they're just people trying to get through life as best they can. That makes them easy for your audience members or readership base--the people who will identify with them most strongly--to relate with on a personal level because everyone has been through challenges like these at some point in their lives!

The role of conflict in storytelling.

Conflict is the central element of drama, and it's also a source of drama. It can be found at the heart of every story, whether it's told through words or images. Conflict is what pushes characters to make choices that lead them down their own paths toward resolution--or not!

Conflict adds tension to narrative: without it we might have no compelling reason for readers/viewers/listeners to stick around for more than a few seconds (or minutes). In fact, many people would argue that conflict is one of the most important ingredients when creating any kind of content because it makes your audience want more from you--and if you want people coming back again and again then giving them enough stakes so they care about what happens next is critical!

The role of tension in storytelling.

Tension, or the feeling of uncertainty and anticipation that keeps people reading, is the main reason people keep reading. Tension is what makes the story interesting. It keeps readers engaged in what happens next and wanting to know more about your brand or product.

A good way to create tension in your narrative (and therefore increase engagement) is through conflict: two sides fighting over something important--a person, place or thing--that both want but can't share equally with each other because one side has more power than another. This kind of struggle creates suspense and builds up anticipation until we reach resolution at the end of our stories when everything gets resolved with either victory over defeat depending on who wins out in their battle against each other

Brands can use storytelling techniques to help customers relate to their brand and understand what it means to be part of the community.

Narrative is a powerful tool for building brands. It can help you connect with customers, build a community and even help you build your brand.

In this article, we'll look at how narrative can be used as a branding tool by examining some of the most successful examples of brands using storytelling techniques to achieve these goals.


Stories are an essential part of how we understand the world and ourselves. They're a way to make sense of our experiences, learn from others' mistakes and successes, and connect with people who share similar values or interests. Brands should use this power to help customers relate to their brand and understand what it means to be part of the community.