Powerful brand storytelling for small businesses


It’s more important now than ever, where consumers are bombarded with an endless stream of advertisements, that we put the power of brand storytelling as our differentiation and emotional engagement key.

Now, I know what you’re thinking. “Ingrid, I’m not exactly Shakespeare over here.” But here’s the thing – you don’t need to be!

Your brand already has an incredible story. You just need to learn how to tell it. And repurpose, over and over. That’s the magic.

Putting myself under the light here: I remember when I first started Penguin Designing. I was so focused on showing off my design skills that I forgot to share why I was doing this in the first place. But when I started intentionally sharing my drive to help fellow creatives into my brand story message? That’s when things really took off.

The Numbers Don’t Lie: Brand Storytelling Works

Okay, let’s talk numbers for a sec (don’t worry, I’ll keep it short and sweet!).

Statistics show that storytelling doesn’t just make your brand more memorable – it actually boosts your bottom line. How cool is that?

Check this out:

A study by Headstream found that when people love a brand’s story:

  • 55% are more likely to buy the product in future
  • 44% will share the story
  • 15% will buy the product immediately

Those aren’t just good numbers – they’re game-changing when it comes to conversion rates for our brands and offers!

Research in neuroeconomics by Paul Zak shows that stories stimulate oxytocin production in our brains. That’s the hormone that makes us feel all warm and fuzzy, enhancing our sense of empathy and connection.

Translation? When you tell your brand’s story, you’re not just informing your audience – you’re connecting with them on a chemical level. Pretty powerful stuff, right?

So, next time you’re tempted to just list your services or product features, remember: your story could be the secret ingredient that turns a browser into a buyer!

The Science of Storytelling: Why Our Brains Love a Good Tale

Ever wonder why stories are so darn effective? It’s not just because they’re entertaining – there’s some serious brain science behind it.

Narrative Transportation Theory

First up, we’ve got something called Narrative Transportation Theory. Fancy name, simple concept:

When we’re engrossed in a story, we’re mentally transported into that world. We forget about our surroundings and become fully immersed. It’s like when you’re reading a good book and suddenly realize hours have passed! (Yes, hi, it’s me… I get lost in books…)

In marketing terms, this means when someone’s caught up in your brand story, they’re more likely to:

  • Believe your message
  • Feel positively about your brand
  • Take action (aka, buy your stuff!)

Mirror Neurons and Empathy

You know how we hear “everyone wants to jump on the bandwagon? Yeah, it’s actually our brain that wants to do so!

These are brain cells that fire both when we perform an action and when we see someone else perform that action.

When we hear a story, our mirror neurons activate as if we’re experiencing it ourselves. This creates empathy and connection — exactly what we want for our brands!

Your brand story works with the natural wiring of our brains. Pretty cool, right?

Next time you’re crafting your brand message, remember you’re creating an experience that can connect with your audience on a neural level. Now that’s some powerful conversion stuff!

I’ve got two strategic storytelling for small business examples for you

Because, let’s face it, I love to explain in detail and I want you to see how this marketing tactic plays out in real life. 💜

And yes… mood boards are included to compliment this nerd brain drop because everything’s better with visuals to complete the story.

First Example: A Sustainable Fashion Brand

Background Story:

Imagine a fashion entrepreneur passionate about environmental conservation. She starts a brand centered on sustainability, with a compelling narrative: fashion that respects our planet.

Storytelling in Action:

  • Blog Content: Her blog is packed with stories. We’re talking behind-the-scenes peeks at how they source eco-friendly materials, introductions to the artisans who craft the clothes, and real talk about the impact of sustainable fashion.
  • Interactive Online Experience: The website features an interactive journey, allowing customers to trace a garment’s lifecycle – from the farm where the organic cotton grows to the moment it lands in your closet. It’s like “How It’s Made” meets “The Magic School Bus” (but for grown-ups who care about fashion).
  • Video Marketing: Their social media is on fire with mini-documentaries. You get to meet the farmers growing the cotton, the wizards turning it into fabric, and the designers making it all look fabulous.


  • Educational Influence: This approach establishes the brand as a leader in sustainable fashion education, elevating its position in the industry.
  • Emotional Connection: Customers don’t just buy clothes; they buy into a mission, creating a deeper emotional investment in their purchases.

Second Example: A Handcrafted Jewelry Designer

Background Story: 

A jewelry designer starts her journey rooted in her heritage, using traditional techniques passed down through generations, blending them with contemporary design.

Storytelling in Action:

  • Website Narrative: Her ‘About’ page? It’s not just a bio; it’s a time machine. You’re transported from her grandmother’s cozy workshop to her sleek modern studio. Sprinkled with personal photos and heartwarming anecdotes, it’s like flipping through a family album (but way more stylish).
  • Social Media Campaign: She’s got a killer campaign going on. Each post showcases a piece of jewelry and the story behind it. But here’s the kicker – she invites customers to share their own stories too. Suddenly, it’s not just her story; it’s everyone’s story.
  • Product Descriptions: Forget boring specs. Each piece comes with its own mini-saga. You learn about the inspiration, the ancestral techniques used, and how it connects to cultural roots.


  • Community Building: This strategy fosters a sense of community among customers who value heritage and modernity.
  • Brand Loyalty: The jewelry becomes more than an accessory; it’s a narrative that customers wear and cherish.

These could be any of us. Again:

The size of the business doesn’t matter because we can all tap into storytelling marketing.

You don’t need to be a big corporation to tell a great story. Your small business has its own unique tale – all you need to do is start telling it!

By tapping into compelling narratives in your brand, you can create deeper connections with your customers, establish a distinct brand identity, and build a loyal community.

Want to explore your own powerful storytelling?

Let’s do it over a VIP day!

And if you’re ready to refresh your visuals, check out my custom brand services.

We’ll ensure every visual element of your brand supports and enhances your powerful narrative.

Your brand has a story worth telling. Let’s make sure the world hears it.

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Branding, Business, Social Media, Tutorials


I'm Ingrid, welcome!  I'm a branding designer + Showit Design Partner, doggy mamma, and tea drinker.

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Hi I’m Ingrid

I design strategy-led brands and Showit websites that confidently represent you.

I’m a designer with a magic touch for monetizing websites. I’m also a tea-lover, dog momma, Ravenclaw, INFP and 2w3 (for all you personality-test nerds like me). 

I’ve also been called a Showit website expert (been with them since 2013), and a sucker for understanding customer journeys, brand psychology, and consumer and sales psychology. My clients have some pretty cool results after working together, things like doubled shop conversions, booked-out services in weeks, and increased monthly revenue, among other cheer-worthy celebrations.

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