Storytelling | The Art Of Adding £Value To A Brand


“We don’t need a story!” That was their first mistake. “We just want a video explaining what we do!”, and that was their second. Already, the potential client had dismissed the most powerful tool for adding real-world, monetary value to their business… Storytelling!

Clients don’t always get it, sometimes we forget too. But here’s why storytelling is important.

Storytelling | Why It’s Important

We add value. The ‘thing’ is just a thing on its own. Without a story, nothing else matters. Who are we without our story? Why do we have CV’s, family histories, etc. People need to know how much ‘value’ to place in us or our products.

If you are a lifestyle blogger, your story is your business! It’s what people follow, why they read, and why brands will (hopefully) work with you to help tell their story too.

By the way, you know how important your first paragraph is, right? See this guide for writing a Killer Lead Paragraph that hooks readers!

Making Others Realize Its Importance

I wasn’t the biggest corporate film company (2 or 3 people). My camera gear was the best or the most expensive. I couldn’t compete on the level of the bigger companies. However … I had special knowledge.

How storytelling would add value to their brand or product.

I devised this example when I was pitching to clients. It perfectly illustrates the point, storytelling is essential for adding value to a product. You can use it too if you want to make them stop and think about their true needs.



Image for a second there is a workshop that produces watches. Nothing too special or expensive. And on this one particular day two watches leave the workshop.

They are made by the same people, to the same design, at roughly the same time. Effectively, they are identical in every way.

One of them is sold to someone who looks after it. Keeps it in ‘box-fresh’ condition in a display case and hardly ever wears it.

It remains ‘like new’.

An Astronaut buys the second watch. She wears it all the way through training. Getting scuffed and lightly scratched along the way. The strap needs replacing with something a bit more hard-wearing. Eventually, she takes it with her on the first return trip to the Moon since 1972. She wears it as she walks on the Moon’s surface.

The watch no-longer works and is being sold off as part of a charity auction when it returns to Earth.

Now, which watch do you think is worth more? The never-been-touched, working watch? Or the broken, scratched watch with the mismatched strap that went to the Moon?

It’s the Moon Watch! Isn’t it?

All because of the story attached to the object. Also, the story may even reach out and add value to the other watch, simply because it is the same model. This is how powerful a story is. This is how a story can add value.

What Do We Do?

Story matters. Not just for entertainment, but because it adds value to the things around us. We, as content creators, are the new storytellers. Adding mystery and intrigue to the mundane. We elevate the ‘every-day’, into the extraordinary.

I’m not suggesting that we lie about the brands we choose to work with. The story has to be genuine, otherwise, what’s the point? So, we need to dig down and find those story elements that make a difference.

Remember when Apple made a big thing about 1,000 songs in your pocket?

Or about it being made from a solid piece of Aluminium? Yeah, you remember it for a reason.

They are selling you a story. It’s a story about you walking around, living a lifestyle where you have 1ooo songs with you at every moment. Or one in which the construction of your laptop is more important than anything else.

Is Storytelling Just For Marketing?


Nope! I just use these examples to show that people place a value of the story. So much so that they will pay hard-earned for it. It matters as much as the material you make the product from (maybe even more).

But, storytelling is something we as content creators can use in all of our content:

  • Instagram – You even have a section called “Stories”. You can also arrange your feed to tell the story of your day. Three posts in a day? A beginning, middle and an end.
  • YouTube – Vlog anyone?
  • Blog – Have you ever noticed how I structure most of my posts? They are (usually) an out and back journey that overcomes challenges. This one isn’t, but This One Is.

Knowing how to bring out the elements of a story should be at the front of our minds. Even when writing our Instagram captions. I put a lot of thought into my captions and I try to place the reader in the situation. Describing how it felt to actually BE there when I took the photograph.


quitting social media

Story matters. So, I hope you can see that now. I’m currently writing a How-To guide to writing a story as a content creator. This won’t be how to make a novel. But, it will apply some of the same principles and explain how I arrange my blog articles into a story structure for maximum effect. I’ll link to it once it is published. So, be sure to sign up to Friends of #J below to be notified once it is out.

Thanks for reading this far and I hope you found something that you can use on your client discussions. Let me know what you think in the comments below. Or, even better yet – drop me a message on Instagram or Twitter.

Thanks again, have a great day, watch less, create more,

Ta Raa!


Friends of #J


Sharing is caring!

Leave a Reply

Notify of