Fixing Common Mistakes in Brand Storytelling Approaches

Getting your brand’s message across is one thing. Making people care about it is another. That’s where brand storytelling really matters. When done right, a clear and honest story gives your business a human side. It helps people connect with you emotionally, not just logically. It’s not just about what you offer – it’s about who you are and why you do what you do. A good story is remembered long after a product or service is forgotten.

But a lot of businesses still get it wrong. The mistakes aren’t always obvious. Some stories sound too flat, others try to say too much at once, and many miss the mark when it comes to connecting with real people. We’re breaking down the most common brand storytelling mistakes and showing exactly how to fix them.

Misaligned Stories And Brand Values

When the story your brand tells doesn’t reflect what you really stand for, people notice. You can say all the right things on paper, but if your actions or tone tell a different story, trust breaks down. Let’s say your brand claims to care about sustainability, but your packaging tells another story. That gap between the message and the reality is where things start to crumble.

Misalignment can hurt in small and big ways. It can confuse people, dilute your message or even make your brand look insincere. The key is making sure your story fits your values, not the other way around.

Here’s how to stay on track:

- Review your brand’s mission and vision. Does your story support both?

- Look at your website, marketing materials, social posts and customer service tone. Are they all telling the same story?

- Ask your team how they talk about the brand. If they’re saying something different, there’s already a problem.

Don’t try to look perfect. People want honesty more than polish. A strong brand story doesn’t need to cover everything – it just needs to say what matters and be true to your values.

Overcomplicating The Narrative

Trying to do too much in your brand storytelling is a common trap. Often in an effort to stand out, brands stuff their messaging with buzzwords, industry terms, and too much background detail. This overwhelms people and makes your message less clear.

Simple stories are usually the most powerful. They’re easier to understand, easier to share, and easier to remember. A helpful trick is to imagine how a friend would describe what your brand is about. That’s the kind of clarity you want to reach.

To keep things simple:

- Focus on one clear message. What’s the big idea behind what you do?

- Cut the fluff. Only share background that helps the story move forward.

- Skip the jargon unless your specific audience really knows what it means.

If you’re a small coffee company in Exeter working with local farms, don’t cram your story with supply-chain buzzwords. Instead, show one farm’s story and how that partnership shapes your product. That one real story can carry your whole message.

Being simple doesn’t mean watering things down. It means respecting your audience’s time and communicating in a way that actually connects.

Ignoring Audience Interests

You can’t tell a good brand story without knowing the people you’re talking to. Ignoring what your audience actually cares about is a fast way to lose attention. You might think your story is inspiring, but if it doesn’t line up with their values, goals, or needs, it falls flat.

When you get this part wrong, everything else suffers. People won’t stick around, and they won’t share your story. They may even turn to brands that listen and reflect their point of view.

Ways to avoid this:

- Get feedback. Useful tools include surveys, informal interviews or even short polls.

- Watch how your audience behaves online. Sites like X offer insights into what content they react to and share often.

When your stories line up with what matters to your audience, they feel personal. It’s this sense of connection that builds loyalty over time. People will come back to your brand not because of what you sell, but because of how your values match theirs.

Lack Of Consistency Across Channels

A good story loses its effect if it sounds different everywhere people see it. Brand storytelling should feel consistent whether it’s shown on social media, posters, your website or product packaging.

When the message jumps around in language, look, or tone, people start to feel confused. And confusion doesn’t help with trust or clarity.

To stay consistent, try this:

- Keep your style and voice steady between channels.

- Create a brand guide. It should include your tone, visual style, messaging themes and any phrases you want to stick with.

- Review your content regularly to check that all platforms are aligned.

Someone who scrolls through your feed on X, walks into your shop in Exeter, or opens your website late at night should always have the same feeling about your brand. That predictability builds familiarity and trust over time.

Not Evolving The Story With The Business

Your brand story isn’t frozen in time. As your business grows, your story should shift and grow too. If you stick with a message that no longer fits who you are or what you offer, people might tune out or move on.

Stories that don’t evolve can feel stale or disconnected from reality. That can hold back new growth and make it harder to reach new audiences.

How to adapt and update:

- Review your mission and goals from time to time. Are they still reflected in your storytelling?

- Keep an eye on what’s changing in your space and adjust your narrative when needed.

- Share updates and additions to your brand story that reflect new directions or milestones.

Maybe you started as a local service-based business in Exeter but now offer on-demand solutions too. That change is a great story to tell. It shows movement, relevance and ambition.

A flexible story feels more human. People live with change every day, so brands that acknowledge change tend to feel more relatable and more real.

Bringing Your Brand Story Back to Life

If your brand storytelling isn’t working, it might only need a few honest tweaks to come alive again. Whether your message is misaligned, too complicated, tone-deaf or inconsistent across channels, telling better stories starts with paying attention.

Don’t let your storytelling drift. Keep it focused, true to your values, and in step with your audience’s heartbeat. Make time to check whether what you’re saying is what people are hearing.

Taking action now means you won’t have to start over later. Keep the story alive, and let it evolve with your business. A well-told brand story makes people feel something—and once they feel something, they remember it. And when they remember it, they’re more likely to act on it.

Are you ready to bring life to your brand storytelling? EvoMedia can help you create engaging stories that connect with your audience and strengthen your brand's identity. Explore our comprehensive videography services to capture and tell your story with impact and creativity, making sure your message resonates across all platforms.