Storytelling
Content and brand
Content and brand
Storytelling means telling your message through a concrete story — a customer, a situation, a choice — instead of through features and claims.
A story sticks because it holds tension: there was a problem, a choice was made, an outcome followed. That shape works in a case study, an ad and a product page.
Keep it true. Invented or inflated stories get found out and cost more trust than they earn.
Related terms
- Tone of voiceTone of voice is how your brand writes and speaks: word choice, form of address, sentence length and what you deliberately don't say.
- CopywritingCopywriting is writing with a purpose: text that explains, convinces and leads to an action, in the reader's language.
- Brand identityBrand identity is how your brand looks, sounds and behaves: logo, colours, typography, imagery, language and how you treat customers.