Authentic Brand Storytelling. For Everyone.

A lot of people talk about brand storytelling and even more talk about building a business that’s true to your why. But I wish more people were talking about connecting their authentic why to their brand storytelling.

Over the years, I’ve been involved in many marketing efforts, both for clients and in my own business. And I can tell you heart matters more than the right words.

Don’t get me wrong. The right words absolutely matter, which is why I’ve written this series on brand messaging. (Incidentally, this piece on authentic brand storytelling concludes the series, which began with Messaging Strategy Demystified.)

However, when you’re not telling authentic brand stories, it’s painfully obvious to most people that you’re going through the motions or have ulterior motives. And if you’re just going to half-ass something, what’s the point?

On the other hand, when you’re genuinely acting from a place of truthfulness and joy, people can sense it.

And that’s when the sales start to roll in.

If you’re reading along, nodding your head, and thinking all this sounds great, but you wonder what it would look like in your business, you’re in good company.

And you’re in the right place.

I’m going to show you how to actually use authentic brand storytelling in a way that leads to sales instead of just making people feel good. Because as much as you might be in business for many reasons, it’s reasonable to assume you’re also in business to make money.

Because of that, before we go any further, I invite you to download 65 Curated Story Marketing Ideas to help you get started. In addition to story marketing prompts, you’ll also see how to use storytelling and email marketing in your business. Download it here.

Why is Marketing Storytelling Important?

I’ve always been responsible for the marketing and communication in this business. Several years ago, I realized most people who struggle with sales fall into one of these categories:

The first is Selling Without Nurturing. Whether it’s people sliding into your DMs “Hey Hun…” or your email inbox “Dear Sir/Madam.” We’ve all gotten those generic, unwelcome messages pushing us to buy.

While you might get lucky with cold sales, there’s a reason it doesn’t work well. When you go directly for the sale without sharing context or building relationships, people run away instead of buying.

The second is Education Without Sales. Many people fall into this trap because they just want to help. I get it—really, I do. I’ve been there, myself. Here’s the thing: creating and sharing educational content is fantastic, but when you solve people’s problems for free, they don’t need to buy. That’s where marketing storytelling comes in.

Incidentally, after years of teaching without selling, I realized what was happening and developed our Winning Workshop framework to turn our free events into successful conversion opportunities. (Learn how I fill seats to those free events.)

Wondering how to use story to grow your business and fill your events? Set up a call with Amy, and she will help you find the best solution.

What is Story Marketing?

Around the time I identified the biggest problems most coaches and consultants were having with marketing, Humans of New York was taking off—and whether they realized it at the time or not, their approach was brilliant. (If you don’t follow them, run, don’t walk to Facebook, and follow the HONY page.)

They tell stories, one by one or in multiple parts, dripping them out over a day through a blend of photos and interviews. And people LOVE it, going back throughout the day to read the next part of the story.

That’s when I saw an opportunity that most marketers and other business owners weren’t taking advantage of—using story to create an emotion and nurture people.

Whether you call it marketing storytelling or story marketing (as I do), there are lots of ways you can use story—as long as you do it authentically.

• Business Origin Story: You started your business for a reason. When you communicate that reason, you can make your audience feel something and build connections.
• The Customer Spotlight Story: By putting your clients front and center in your business, you can tell stories to share their wins and successes.
• Business Evolution Story: Every entrepreneur finds their sweet spot as they gain more experience, find things that bring them joy, or as their lives change. Stories that communicate this are relatable and engaging.
• The Values-Driven Narrative: When you can stand up for what you believe in with your whole soul, you can stand out as a coach, consultant, or expert.
• Mission-Based Stories: People get behind a cause, so when you tell stories that explain what you’re doing and why, you can rally your audience behind your mission.
• Imagine a Better Future Story: Your audience wants something to change, so when your stories tap into the transformation they genuinely want, you grow connections rooted in a shared dream.

We teach these stories at Joyful Business Revolution™ because they help you connect with your audience, increase trust, and nurture relationships. You can learn how to bring them to life by joining our next story immersion event.

Understanding the Role of Visual Stories

That’s just the tip of the iceberg when it comes to storytelling in your business—whether you tell the story or hire a writer or marketer to support you.

And I can’t tell you how much time I spent as a copywriter searching for free images—especially for blogs—that captured the vibe of what I was writing for clients.

As I went through the Humans of New York epiphanies, I thought, “Why not flip the switch?”

We all have millions of dollars of images sitting right on our phones.

Seriously, just about every photo you take has the power to generate hundreds of thousands of dollars. The key is knowing how to use them in your story marketing to build your community and show up authentically.

Not sure how you show up best or where to direct your energy? Our Content Personality® Quiz is designed to help you understand how to use your natural strengths to create marketing content and maximize your time and energy. Take the quiz here!

Connecting with Your Story

Story is unique to each person. By that, I mean ten people can hear and connect with the same story in ten different ways, because we all have such different experiences and perspectives.

So there’s an art to using stories to connect with people at different levels and stages of the buyer journey. There’s also science and psychology at play, but you don’t need a degree in human sciences to be a good story marketer. In the end, it’s about being memorable.

That’s where Humans of New York excels. Most of their stories are gritty and real, and they make you feel something. That’s every marketer’s dream.

But how do you convert their human interest concept to business and marketing?

Start by exploring how to connect your stories to your business. Remember, not everything has to relate to your business. As a coach or consultant, your audience wants to get to know you more personally.

Some people talk about the 80/20 rule, but my advice is a bit different. To be genuinely authentic, go with what feels right instead of trying to tick a box. And if you notice a shift in sales, do more of what’s leading you to more sales.

Authentic vs. Inauthentic Brand Storytelling

Since Donald Miller’s Building A Storybrand took off, there has been a huge influx of people using storytelling to market their businesses.

Has it all been authentic? Not so much.

Has it all been great? Also no.

Some of the greatest flops come from politicians who tell alternate truths or intentionally misremember or misrepresent what happened. Without naming or shaming, we’ve ALL seen some examples in the last few decades.

Instead of talking about people’s failures, though, I’d prefer to focus on some of my favorite authentic brand storytelling wins from companies in recent years.

Humans of New York

Type of Story: Customer Spotlight

No one tells stories better than Humans of New York. You’ve probably guessed that by how much I’ve referred to them here.

What started as a person with a camera talking with ordinary humans in New York City and sharing snippets of their stories on Facebook has turned into a movement. Brandon Stanton has changed lives, bringing people together through compassion and empathy. He’s helped individuals raise money to support their families, brought awareness to international causes, and even got people off the streets.

What started as a passion project has become a successful brand, resulting in bestselling books, a ton of fantastic press, and an increase in tissue sales because there’s never a dry eye in the house.