The digital world is saturated, where attention spans are measured in seconds and trust is hard-earned, one thing remains clear, brands that tell stories outperform those that just push products. Storytelling is no longer a luxury or a “nice-to-have.” It’s a necessity. But not just any story will do.
To stand out, your brand story must do at least one of three things:
Entertain. Educate. Inspire.
These themes have existed in storytelling for thousands of years, from oral traditions to viral TikToks, and they remain the backbone of the most engaging brand content today.
Let’s unpack how each theme works and how your brand can apply it.
1. Entertainment: Make Them Feel Something
Entertainment isn’t fluff, it’s strategy.
People want to laugh, feel, or be surprised. And when a brand can deliver that experience? It becomes memorable.
Think of Old Spice’s iconic “The Man Your Man Could Smell Like” or Duolingo’s cheeky TikToks. These brands don’t just show features, they create moments that entertain.
Why it works:
- Emotions boost recall
- Shareability skyrockets
- It humanises the brand
How to apply it:
- Use humour, relatability, or unexpected twists
- Create characters or recurring themes (like a mascot or skit series)
- Play on trends or culturally relevant topics in your tone of voice
Ask yourself:
“Does this make someone stop scrolling just to enjoy the moment?”
2. Education: Teach Something Worth Knowing
Some of the most powerful brand stories are also the most useful.
When you help your audience solve a problem or learn something new, you build trust, and trust builds loyalty.
From HubSpot’s inbound marketing academy to Glossier’s skincare breakdowns, smart brands are winning by turning themselves into valuable resources.
Why it works:
- Solves a real problem
- Builds authority and credibility
- Keeps people coming back
How to apply it:
- Break down complex ideas simply (via carousels, reels, or threads)
- Share tips, frameworks, or “how we did it” breakdowns
- Position your product as part of the solution, not the hero
Ask yourself:
“What useful thing can we teach that aligns with our expertise?”
3. Inspiration: Move Them to Act or Reflect
Inspiration taps into something deeper. It’s not about selling, it’s about purpose. These are the stories that make people feel seen, understood, and motivated to change.
From Nike’s “You Can’t Stop Us” to personal founder stories of failure and grit, inspirational content gives your audience something to believe in.
Why it works:
- Creates an emotional connection
- Drives word-of-mouth and loyalty
- Makes your brand feel bigger than the product
How to apply it:
- Share real customer stories with transformation
- Highlight mission-driven work or causes you support
- Show vulnerability, truth, and progress, especially from your team or founder
Ask yourself:
“Does this make someone say, ‘If they did it, maybe I can too’?”
The Best Stories Combine All Three
The magic happens when you don’t limit yourself to just one theme.
Great brand stories often entertain, educate, and inspire, sometimes all in one piece of content.
Example:
A short-form video that opens with humour (entertain), teaches a valuable hack (educate), and ends with a call to believe in yourself or your business (inspire).
That’s not just storytelling. That’s modern marketing.
Final Thoughts
If your content isn’t making people feel, learn, or dream, it’s not storytelling.
It’s selling dressed up in pixels.
And your audience?
They can feel the difference.
So the next time you sit down to plan your content calendar, don’t just ask “What are we posting?”
Ask:
“Are we telling a story that entertains, educates, or inspires?”
Because that’s what builds connection, and connection builds brands.