Think about the last time you bought something you really love. Maybe it’s your favorite pair of sneakers, the coffee you drink every morning, or the phone you can’t live without. Why do you choose that brand over another?
Chances are, it’s not just about the product. It’s about a feeling. A connection. A story.
You see, our brains are wired for stories. For thousands of years, we’ve shared knowledge, culture, and values through storytelling. Today, in a world full of noise, ads, and choices, storytelling isn’t just for books and movies—it’s the most powerful tool you have in business and branding.
Let’s break down exactly what that means, and I’ll give you 5 Simple Storytelling Techniques Anyone Can Use to transform how people see your brand.
What is Storytelling in Business?
First, let’s clear something up. What is storytelling in business?
It’s not about making up fairy tales. It’s not about lying or being tricky.
Storytelling in business is the art of using narrative to connect your brand’s values, mission, and purpose with your audience on a human level. It’s about framing what you do, why you do it, and who you do it for within a relatable, emotional context.
Instead of saying, “We sell organic soap,” storytelling says, “Our journey began when our founder’s daughter developed sensitive skin to chemicals. After years of searching for a gentle solution and finding none, we decided to create our own—using only what nature intended. We believe everyone deserves to feel safe and nurtured in their own skin.”
The facts are the same. But the second version makes you feel something. It builds trust. It gives a “why.”
And what is storytelling in marketing?
This is the practical application. Storytelling in marketing is how you use those narratives across all your touchpoints—your website, social media, ads, emails, and packaging—to guide a customer from being a stranger to being a loyal fan.
It’s the difference between an ad that shouts “BUY NOW 50% OFF!” and a social media post that shares a real customer’s story of how your product solved a specific problem for them. The first is a transaction. The second is an invitation into a shared experience.
How to Be a Good Storyteller (Even If You Think You’re Not)
You might think, “I’m not creative,” or “I’m not a writer.” That’s okay. Being a good storyteller in business isn’t about being Shakespeare. It’s about being genuine, clear, and customer-focused.
Here’s how to be a good storyteller:
-
Listen First: The best stories come from your customers. What are their struggles, dreams, and daily lives like? Listen to their reviews, comments, and questions.
-
Know Your Core Message: What is the one big idea you want people to remember? (Example: “Empowering small farmers” or “Making complicated tech simple.”)
-
Be Human: Use “we” and “you.” Show the people behind the logo. Admit mistakes and share learnings. Perfection is boring; humanity is compelling.
-
Keep It Simple: Don’t use complicated jargon. Talk like you’re explaining your business to a friend over coffee.
-
Practice, Don’t Perfect: Start sharing small stories. See what resonates. You’ll get better with time.
Now, let’s get into the actionable techniques.
5 Simple Storytelling Techniques Anyone Can Use
These are not complex literary formulas. They are easy frameworks you can use today.
Technique 1: The “Before and After” Bridge
This is the most fundamental story structure: Problem → Struggle → Solution.
-
Before: Paint a picture of the customer’s life with their current pain point. “Felt overwhelmed trying to manage receipts for taxes…”
-
The Struggle: Acknowledge the frustration. “…tried spreadsheets, lost papers, dreaded April every year.”
-
After: Show the transformation your brand provides. “…now, with our app, they snap a photo and are done in minutes. Peace of mind, reclaimed time.”
Use it in: Case studies, product launch videos, homepage copy.
Technique 2: The “Origin Story”
People connect with beginnings. Why does your company exist? This builds immense authenticity.
-
The Spark: What personal problem or moment of inspiration started it all?
-
The Mission: How did that moment turn into a purpose for helping others?
-
The Values: What principles guide you because of that origin?
Use it in: Your “About Us” page, founder interviews, brand video.
Technique 3: The “Customer Hero” Story
Make your customer the hero, not your product. Your brand is simply the guide or the tool that helps them win.
-
Identify the Hero: A real or representative customer.
-
Their Quest: What goal are they trying to achieve? (Run a marathon, start a business, cook healthy meals).
-
The Guide & Tool: You (the guide) provide the product/service (the tool).
-
The Success: Show them achieving their goal, with your help in the background.
Use it in: Testimonials, user-generated content campaigns, success story blogs.
Technique 4: The “Behind-the-Scenes” Glimpse
Stories create intimacy. Show what happens behind the logo.
-
Process: How is your product carefully made?
-
Team: Introduce the person who answers emails, the designer, the crafter.
-
Failures & Lessons: Sharing a small setback humanizes you more than any perfect ad.
Use it in: Instagram Stories, “A Day in the Life” posts, blog posts about production.
Technique 5: The “Future Vision” Narrative
Where are you and your customer going together? This inspires and builds a community.
-
Shared Challenge: “We all face the problem of too much plastic waste...”
-
The Journey: “We’re on a journey to find solutions, step by step.”
-
The Invitation: “Join us in creating a cleaner future. Here’s how.”
Use it in: Mission statements, sustainability reports, keynote speeches.
These are just some storytelling techniques. The key is to pick one and start.
From Campfire to Computer: What is a Digital Narrative?
Today, stories aren’t just told around a campfire. We have a whole digital world. So, what is a digital narrative?
It’s your brand’s overarching story, told across multiple online platforms and formats. It’s cohesive, but tailored to each medium.
-
Your Website: The central story hub (Origin, Mission, Customer Heroes).
-
Social Media: The daily, real-time chapters (Behind-the-Scenes, quick Customer Wins).
-
Email Newsletters: The deeper, personal letters to your community.
-
Blogs & Videos: The long-form explorations of topics related to your story.
-
Ads: The short, compelling story hooks that grab attention.
A good digital narrative means someone can move from your Instagram, to your website, to your email, and feel like they’re getting different angles of the same, consistent story.
Finding Your Lane: What Are the Best Categories for Storytelling?
Not every story fits every brand. Think of these as genres for your business storytelling. What are the best categories for storytelling? Choose the one that best fits your core message:
-
The Origin & Mission Story: Perfect for founders with a strong personal “why.” (Think: TOMS Shoes, Patagonia).
-
The Product Creation Story: Ideal if your product has a unique design, ingredient, or crafting process. (Think: Dyson explaining its technology, a local bakery showing sourdough starters).
-
The Customer Transformation Story: The most powerful for services, coaching, software, and health brands. Show the real change.
-
The Cultural or Value-Based Story: Connects through shared beliefs—sustainability, community support, fairness. (Think: “Buy One, Give One,” or brands advocating for a cause).
-
The Educational “How-To” Story: Positions you as an expert. Your story is about guiding the customer from confusion to competence. (Great for B2B, finance, DIY brands).
You can mix categories, but having a primary one helps keep your message clear.
Bringing It All Together: Your Storytelling Action Plan
Let’s stop talking theory and start doing. Here is your simple plan:
-
Mine Your Story: Grab a notebook. Answer: Why did we really start? What’s a funny failure we learned from? What’s the best compliment a customer ever gave us?
-
Pick Your Hero: Is it you (Origin Story)? Or is it your customer (Hero’s Journey)? Decide.
-
Choose One Technique: This week, try the “Before and After” Bridge. Write one social media post using it. Next week, try a “Behind-the-Scenes” photo.
-
Map Your Digital Narrative: Look at your website, Instagram, and email. Do they tell different parts of the SAME story, or are they saying random things? Aim for cohesion.
-
Listen & Adapt: Pay attention to which stories get the most saves, shares, and comments. Do more of that.
The Final Chapter: Your Story is Waiting
In the end, people won’t remember your bullet-pointed features or your slick sales pitch. They will remember how you made them feel. They will remember the story you made them a part of.
Your business already has a story—you just need to start telling it. Use these simple techniques. Be human. Be consistent. Watch as customers stop being just buyers and start becoming believers, supporters, and even friends of your brand.
Start your story today. The world is ready to listen.
🌸 About Neeti Keswani
Neeti Keswani is the founder of Plush Ink and host of the Luxury Unplugged Podcast, where luxury meets spirituality. As an author, storyteller, and self-improvement coach, she helps conscious creators and professionals align with purpose, identity, and abundance through mindset transformation and emotional healing.
Her mission is to empower people to live with intention, authenticity, and joy — blending inner work with outer success.
Connect with Neeti:
🎙️ Luxury Unplugged Podcast — https://podcasts.apple.com/us/podcast/luxury-unplugged-podcast-where-luxury-meets-spirituality/id1551277118
📖 Instagram — https://www.instagram.com/luxuryunpluggedpodcast/
💼 LinkedIn — https://www.linkedin.com/in/neetikeswani/
🌐 Plush Ink — https://www.plush-ink.com/