I’ve seen brands with incredible products struggle to gain traction.
Not because the product was bad.
But because the story around it was forgettable.
And then there are brands with average products—but they thrive.
Not because of superior features, but because they have a story people want to believe in.
That’s the thing about storytelling:
It’s not about “sounding good.”
It’s about being remembered.
I’ll never forget working with a brand that had all the right ingredients—great product, strong team, growing market. But their messaging? A PowerPoint full of buzzwords. It was technically accurate but emotionally empty.
We didn’t add more words.
We removed them.
We stopped trying to impress and started trying to connect.
We boiled it down to three simple questions:
- What problem are we solving?
- Why does it matter to the people we want to reach?
- What makes our approach different—and why should they care?
That shift changed everything.
Not because we found the perfect tagline.
But because we stopped telling our story and started telling the story our audience needed to hear.
The 3C Framework for Storytelling That Sticks:
If you’re stuck, try this:
- Clarity: Are you saying too much? Simplify until it’s unmistakably clear.
- Connection: Are you making people feel something? Facts inform, but emotions move.
- Consistency: Are you reinforcing the same story everywhere? Great brands don’t change the story—they repeat it until it sticks.
The truth is, people don’t remember brands because of features.
They remember how the brand made them feel.
And that’s the power of a good story.
Curious—what’s a brand story you’ve come across that stuck with you long after you saw it?
