How to Use Storytelling in Marketing to Build a Stronger Brand
Chris Mulvaney is the CEO of CMDS. I make things... I’m the creative entrepreneur with passion for (re)making brands and inventing solutions to problems no one knows exist.
What’s the secret to building a brand people actually care about? It’s not a viral campaign or the perfect logo — it’s storytelling. At CMDS, we’ve seen firsthand how storytelling in marketing can transform the way businesses connect with their audiences. Recently on The Arrow Podcast, CMDS CEO Chris Mulvaney spoke with journalist and influencer Kimberly Buk about how small businesses can leverage their own stories to drive growth, awareness, and trust.
What is Storytelling in Marketing?
Story marketing is the deliberate use of storytelling to share your brand’s values, mission, and personality. Rather than listing services or features, brands that tell a fantastic story from emotional connections — and those connections convert.
“Every business has a golden nugget of a story — they just need to be helped to pull it out,” Buk says.
Why Storytelling Works: Real Examples from the Field
Buk’s story bears witness to the strength of storytelling both on-screen and off. A one-time Emmy award-winning news program producer turned media consultant, she began her company, KJ Media & Consulting, with a purpose of helping small businesses find their voice. From spotlighting neighborhood restaurants and charities to advising News 12 NJ, she uses her experience in storytelling to build brand awareness in a competitive online world. You don’t need to be a media professional to use storytelling. But you do need a great brand story — and the right way to share it.
How to Use Storytelling in Marketing
If you want to incorporate storytelling into your brand’s content marketing strategy, follow these practical steps:
Start With Your “Why”
Ask yourself:
- Why did we start this business?
- What problem are we solving?
- What values guide our decisions?
Sharing your origin story humanizes and emotionally connects your brand.
Highlight Real People
Highlight your team, customers, or founders in videos, testimonials, or written narratives. Authenticity breeds credibility.
Utilize Video Content
Short-form video is an engaging storytelling medium, especially on Instagram Reels, TikTok, and LinkedIn.
Link Stories to Customer Pain Points
Your customers must be able to see themselves in your story. Discuss their pain points and show how your business provides genuine solutions.
Repurpose Your Story Across Channels
Once you’ve crafted a story, use it everywhere — on your website, in email marketing, during live events, and on social media.
Storytelling in Events and Community Marketing
Buk’s work extends beyond the camera into community impact. She hosts the Elevate Leadership Summit, a TED-style networking event designed to empower business professionals, students, and career changers.
“Such events enable people to learn what inspires them, hear from experts, and leave feeling inspired,” she says.
Event storytelling tip: Record video interviews from participants or panelists and cut those into promotional materials for upcoming projects.
Don’t Just Sell — Tell
The best brands of the present are not transactional brands — they’re transformational. They create a story that builds connection, trust, and enduring loyalty.
Kimberly Buk shows that with the right voice, even the smallest company can make a big difference.
Why CMDS Champions B2B Storytelling
Here at CMDS, we help B2B companies find what makes them unique and what they have to give value, then develop marketing campaigns to leverage that message.
Our services include:
- Content marketing & blog writing
- Video production & editing
- Website design with messaging strategy
- Social media management
- Email marketing
We don’t just create content — we construct brand narratives that achieve tangible results.
Take Your B2B Marketing Strategy to the Next Level
At CMDS, we believe in data-driven marketing strategies that prioritize long-term success. Whether you’re struggling with client acquisition, social media strategy, or brand building, our team is here to help.
Ready to elevate your marketing strategy? Visit cmdsonline.com to learn more!
Listen to The Arrow Podcast for more insights and life lessons that can challenge you to drive innovation and growth in your business.
Frequently Asked Questions (FAQs)
What makes a good brand story?
A great brand story has several key characteristics. It must be authentic and relatable, allowing the audience to connect with the narrative. It should also be emotionally engaging, evoking feelings that resonate with the audience and create a memorable experience. Additionally, the story should be easy to understand, ensuring that the message is clear and accessible to all. Finally, a strong brand story maintains consistency across all platforms, presenting a unified and recognizable brand identity.
Can storytelling help with SEO?
Yes! Search engines prioritize helpful, engaging content. A strong story encourages longer time on site, backlinks, and keyword-rich copy — all SEO ranking factors.
Does storytelling work for B2B companies?
Yes. Storytelling is just as effective in B2B marketing as it is in B2C. Whether you’re targeting business owners, procurement teams, or decision-makers, stories about innovation, customer success, or company culture can help build credibility and emotional resonance.
