Updated: Apr 1, 2019

A clear and defined narrative drives success in

today’s market.

What's the best story you've ever heard? Narratives can captivate us, connect with us, and spur us to action.

Storytelling has been around as long as humans have—existing in too many forms to count. So it’s no surprise that a clear and defined narrative is critical to the success of any brand. But why is it so powerful? And more importantly, how can your brand craft a memorable story?

As you think about storytelling for your brand, remember that tugging at heartstrings isn’t the only way for consumers to latch onto your message. While TOMS’ business model offers an easy bridge to heartfelt storytelling, brands like Dollar Shave Club turn to humor in great narrative ways.


A brand’s storytelling must align with its brand mission and essence. This intentionally crafted narrative, in alignment with the target’s desires, has the power to spark a memorable emotional connection.

When a brand’s choice of narrative uses a tone or tells a story that deviates from its overall essence, it feels off, disconnected, and wrong to consumers. Think of Johnson & Johnson telling a story with the attitude and spunk of Nike’s “Dream Crazier” spot featuring Serena Williams... it wouldn't feel right.

Storytelling is powerful for brands, but only so much as it is the right story told in the right way.


Brands like YETI, Warby Parker and Airbnb also have admirable and effective narratives. They focus on what matters to their consumers and tell their story in compelling ways that are useful to their audience.

  • Airbnb uses the idea of “belonging” as the basis of their brand’s narrative to create a world where people can belong anywhere.

  • Warby Parker created an alternative for consumers needing eyewear at a reasonable price based on the belief that “everyone has the right to see” to become a fashion brand with a social mission to revolutionize eyewear.

  • YETI’s simple mission to build a cooler for the serious outdoor enthusiast drives their “nowhere state of mind” spirit that their consumers possess.

A brand story needs to be cumulative—shaping across all platforms and technologies. Each platform needs to reach consumers where and when they’ll see it. The use of cohesive brand storytelling helps convey the purpose of your brand across multiple platforms in an authentic way.


Brand stories that stick with consumers help drive success for those brands. The brands using storytelling tend to be favored in the market.


  • 94% of people are more likely to recommend a brand they’re emotionally engaged with

  • 92% want brands to make ads that feel like a story

  • 55% are more likely to buy the product in the future if they love a brand’s story


  • Messages delivered as stories can be up to 22x more memorable than facts

  • 15% of people will buy the product immediately if they love a brand story

  • Buyers are willing to pay 6% more for a product advertised that includes a brand story

  • Listings with stories attached attract 64% higher bids on eBay listings

  • 44% of people share the story if they love it

As humans, we crave stories. As brands become more and more integrated into our lives through technology, brand stories are arguably more important than ever.

What’s your brand story? If an answer doesn't quickly come to mind, it is time to start crafting one.


Today Secret Fort exists as a place to escape and let our imaginations run wild with creativity. We’re storytellers, finding ways to create authentic connections with our clients’ target and bring a more human experience through the stories we tell for brands.

Check back for more content on brand stories or take a look at some of the stories we’ve told for brands on our work page.

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