Why is Brand Storytelling in Branding and Brand Positioning Important?


Ever since brands have become a staple in the business world, the idea of marketing has also taken strong roots. Appealing to the customers and making your brand stand out is a vital aspect of running a profitable venture and a key aspect of marketing is branding, which in turn can be defined by brand storytelling. In this blog post, we will discuss what is brand storytelling, and why it is so important for successful branding and brand positioning strategies.

What is Brand Storytelling?

Brand storytelling is the act of using stories to connect with customers and create a connection between the customer and the brand. When done correctly, brand storytelling can be an incredibly powerful tool for building customer loyalty and creating an emotional connection between the customer and the brand.

Importance of Brand Storytelling

There are many reasons why brand storytelling is important in branding and brand positioning, and why it’s taught in management courses. Here are 5 reasons explaining its importance:

Helps Stand Out From the Competition

In a world where companies are constantly vying for attention, it’s important to have a strong brand that stands out from the competition. Brand storytelling is one way to achieve this. By creating an engaging story around your brand, you can position yourself in a way that resonates with consumers and helps you stand out from the crowd.

In today’s competitive marketplace, it’s more important to have a strong brand that can cut through the noise. Brand storytelling is one of the most effective ways to achieve this. By crafting a compelling narrative around your brand, you can connect with consumers on an emotional level and create a lasting impression.

Humanises The Brand

People want to connect with brands that feel human. In a world where we are constantly bombarded with marketing messages, it can be difficult for brands to break through the noise and connect with consumers on a personal level.

Brand storytelling humanises the brand, making it feel relatable and trustworthy. When consumers feel like they know the brand, they are more likely to do business with it and when they have a positive relationship with the brand, they are more likely to be loyal customers.

Draws in the Target Demographic

Brand storytelling is all about creating a narrative around your brand that will resonate with your target demographic. When done correctly, brand storytelling can help you connect with your audience on a deeper level, which can ultimately lead to more sales and loyal customers.

It also makes it easier to generate sales, as knowing the target audience is key to generating actionable leads. Instead of marketing to a wider audience, the right kind of brand storytelling can draw in loyal customers and prospective consumers who might resonate more with the brand.

Make it Easy To Highlight Brand Value

People often think of brand storytelling as a way to sell more products or services. But it’s much more than that. Brand storytelling is one of the most powerful tools you can use to create a strong brand identity.

A well-told brand story can make your customers feel like they are part of something larger than themselves. It can emotionally connect them to your brand in a way that rational arguments and feature lists never will. Apart from that, it can help them understand and remember what makes your brand unique.

That’s why brand storytelling is so important in branding and brand positioning. It’s not just about making a sale today, it’s about creating an emotional connection that helps in retaining a customer.

Offers Control Over the Brand Story

In any management course featuring branding, it is made clear that to create a strong brand, businesses need to be able to control the story that is told about them. This means having a clear and concise message that can be communicated to existing and potential customers. It is important to have a brand story that is compelling and differentiates the business from its competitors, which in turn, will help position the business in the marketplace and build loyalty among its customer base.

Examples Of Successful Brand Storytelling

There are many examples of brands that have used storytelling effectively to position themselves in the market and connect with their consumers. Some of these include

  1. Nike

    Nike has built its brand around the idea of “Just Do It”, using stories of athletes overcoming adversity, in order to inspire others.

  2. Coca-Cola

    Coca-Cola has used emotional storytelling in its advertising, from iconic Christmas ads to more recent efforts like the “Share a Coke” campaign

  3. Apple

    This brand is built on the idea of innovation and design excellence, and its marketing often tells stories about how its products have changed people’s lives for the better.

Looking to boost your management career to the next level? Consider enrolling in the Professional Certificate Programme In Advanced Management, offered by IIM Kozhikode. Brand Value and Brand Positioning are integral parts of the curriculum, you will understand how to leverage these aspects to make your organisation stand out. In this Advanced Management Programme, you will also learn Consumer Behaviour, Social Media and Branding as well as Digital Advertising, all closely intertwined with brand storytelling. So enroll today to get ahead in your sector. 

Apart from this, there are multiple IIM Kozhikode courses geared toward creating competent business managers and leaders, so be sure to check them out.


Brand storytelling is an invaluable tool in building a successful brand. It is essential for creating a strong and recognizable brand identity, as well as helping to differentiate your product or services from your competitors. 

Jaro Education
Jaro Education

Editor's Picks

Talk to our Program Expert


Fill the form to get more information.

(Privacy and Security Guaranteed)

Coming Soon