We all have our story: shaped over time by the paths we take and those we choose to avoid.

We all create stories: the ones that captivate, the ones we use in interviews and job presentations, or the ones we experience in our daily lives.

We all encounter stories: in the news, on the streets, in the local café, in books and films, in a LinkedIn post or TikTok video, and in history textbooks with a capital “H.”

History has always been made up of big and small stories. And brands know this—or at least they should. Storytelling can make the difference between being a love brand and just “another brand.”

Brand storytelling is a technique that uses elements of a brand’s history to evoke emotions and connect with consumers. To achieve a greater impact, it is essential that the brand’s values align with its story.

Let’s consider the case of Nike. Is it just a sports brand? No, it’s much more than that. It embodies a set of values, mission, and purpose that, along with the tagline “Just do it,” aim to inspire millions of athletes around the world. Each Nike campaign tells its own story, resulting in millions of views. The message always aligns with what we know about the brand.

“Great brands more easily tell a great story.” This idea isn’t necessarily true. We could argue that they have access to better resources to sell their stories, which is certainly the case. Nike, for instance, invests around 4 billion dollars a year in advertising.

Nevertheless, the power of storytelling will always depend on authenticity. But do all brands have something authentic to share? There are ways to uncover that.

A story can be divided into the following elements: context, plot, characters, and theme. This structure works for movies, series, books, and plays. So why shouldn’t it work for a brand?

The context is the brand’s universe, the plot is its origin and journey, the characters are those who bring the brand to life (from the CEO to the end consumer), and the theme encompasses the set of values, mission, and purpose previously mentioned.

We can find this structure in the story of Delta Cafés. In the coffee universe since 1961, the company founded by Rui Nabeiro started with just 3 employees. Today, the family continues to lead the business: the market leader in coffee in Portugal, with 3,000 employees and the motto “one customer, one friend.” All the elements of the story we discussed earlier are present.

Globally, Nike will continue to tell its story. Nationally, Delta will do the same. I believe that these and other good examples of storytelling will remain a source of inspiration for old, new, and future brands.

In a world that has long been digital, storytelling also enriches the online user experience. Duolingo—through the way it guides us on a learning journey—and Spotify—through its personalized recommendations and playlists—are two references in this field. They aim to understand us and place us at the center of the action.

However, with the advancement of Artificial Intelligence, this greater humanization may be at risk. Currently, there are several AI tools capable of creating stories for brands. They do so in a personalized and even emotional way. This opens up a vast range of possibilities, but also presents potential dangers.

Ethical considerations cannot be forgotten by brands. Artificial Intelligence should always be a means to an end, not an end in itself. What good is an incredible narrative if it isn’t the truth?

We can talk about social media, apps, AI tools, or major investments. But for me, nothing beats a good story. It’s up to brands to find theirs.

Has storytelling become a thing of the past? Tell me your stories.

Written by João Fernandes, Copywriter at Bliss Applications, published in Marketeer magazine.