How to Solve Common Storytelling Issues in Branding

Storytelling in branding helps put a face and voice to a business. It draws people in, forms a lasting impression, and allows companies to build trust through shared values or emotions. Getting that story right, though, isn’t always simple. The message might sound scattered, the tone could feel flat, or the characters (if used at all) may lack any real human qualities. If your audience isn’t sticking around, there’s likely a roadblock in your narrative.

Knowing how to spot and fix these problems is key to building consistent relationships with your audience. When the story doesn’t line up with the values or experience your brand is trying to deliver, it shows. Customers feel it. They might scroll away, click off, or forget your brand altogether. Let’s take a closer look at how to find those gaps and reshape your message into something that actually connects.

Identify Your Brand's Core Message

Your core message acts like a compass. Every story you tell should align with it. If you're unsure of what that message is, or if it changes every few months, there's likely going to be a disconnect for the people trying to support or learn more about your business. Brands often struggle when their messaging is too broad or stuffed with industry jargon that doesn’t say much.

One common mistake is trying to appeal to everyone and ending up with a message that’s so watered down it doesn’t mean much to anyone. Another is shifting tone or purpose from one platform to the next. If your social media posts sound completely different from the wording on your emails or website, it can confuse or push people away.

Here are a few ways to sharpen your core message and make sure it's hitting the mark:

- Keep it simple. Focus on one big idea you want your audience to remember.

- Speak their language. Use familiar words over buzzwords or technical phrasing.

- Stick to the same tone across all platforms.

- Make sure your message reflects your actual values and goals, not just what sounds trendy.

- Ask someone outside your team to summarise what they think your brand stands for. If they struggle, the message might need adjusting.

A clear core message acts as your branding anchor. Once you've got it, every part of your storytelling, from short posts to long-form videos, should point back to it.

Create Relatable And Authentic Characters

People are hardwired to respond to stories about other people. That’s why strong characters are such a key part of successful brand storytelling. Whether it’s a founder’s journey, a loyal customer, or even an imagined personality who represents your brand, characters help your audience see themselves in your story.

One common pitfall is creating dull or overly perfect characters. Audiences aren’t drawn to flawless. They connect with vulnerability, humour, and even failure when it feels honest. Another issue is using a character that feels too generic or disconnected from your audience’s daily life. You don’t need to reinvent the wheel, but the person at the centre of your story should feel believable and relevant.

Let’s say you run a small café in Exeter and you want to connect with your local community. A story featuring a long-time customer who stops by every morning on their way to work, sharing their love for the café’s oat flat whites and quiet atmosphere, does a better job than a made-up influencer sipping coffee in front of a laptop somewhere sunny and vague. The first feels real and grounded. The second, not so much.

To build better characters, try this:

- Use language and situations that reflect your audience's real-life experiences.

- Let your character have flaws. Perfect isn't relatable.

- Focus on a specific person, not a vague crowd.

- Make sure every story told through this person aligns with your bigger brand message.

Once your audience sees themselves, or someone like them, in your brand story, they'll feel more at ease and more willing to engage again.

Maintain Consistency Across All Content Formats

Consistency is key in storytelling. When your brand's message shifts from one platform to another, it can create confusion and erode trust. It's vital to keep your storytelling uniform across emails, social media, websites, and any other platforms you use. A consistent voice ensures that no matter where your audience encounters your brand, they receive the same message. This harmony helps reinforce the narrative and build a stronger connection.

Inconsistencies arise when different teams or individuals create content without a unified strategy. This can lead to mixed tones, conflicting messages, and a fragmented brand image. You might also find that certain platforms require a more formal approach while others allow a more laid-back tone. Regardless of the differences, the underlying message should remain steadfast.

To achieve consistency in your storytelling, consider these strategies:

- Establish a brand voice guide that outlines tone, style, and messaging.

- Regularly train your team to understand and implement this guide.

- Conduct frequent audits of your content to check for any inconsistencies.

- Use templates or frameworks that help ensure every piece of content aligns with your brand's core message.

- Involve key stakeholders in the content creation process to share insights and keep track of narrative alignment.

As you maintain a consistent narrative, your audience will find your brand not only more reliable but also more enjoyable to engage with.

Engage Your Audience With Emotional Resonance

Emotions play a powerful role in storytelling. An emotional story taps directly into the human desire to feel connected and understood. Whether it's happiness, surprise, or even sadness, the emotions tied to your stories can drive audience engagement. Stories that move people tend to stay with them longer and are more likely to be shared.

Brands face challenges when their storytelling lacks genuine emotion or when their attempts feel forced rather than authentic. Forced emotions can do more harm than good, leading audiences to doubt your intentions.

Consider these tips to develop emotionally resonant stories:

- Identify the emotions you want your story to evoke and align them with your brand values.

- Present real-life stories that involve genuine experiences rather than theoretical situations.

- Don't shy away from negative emotions if they lead to a redemptive or positive outcome. Difficult journeys often make the most compelling stories.

- Ensure the visuals, language, and tone work harmoniously to create a cohesive emotional narrative.

Once your stories evoke strong emotions, your audience will be more likely to resonate deeply with your brand, leading to increased loyalty and connection.

Encourage Interaction And Feedback

Interaction transforms passive readers into active participants. Inviting your audience to share their opinions, experiences, or just tag along in brand-related activities fosters a sense of community. Storytelling becomes a conversation rather than a monologue, which can deepen connections.

You may struggle to engage your audience if they don't perceive value in interacting or if the process isn’t intuitive or welcoming. To overcome this, make your call-to-actions clear and inviting, and explain the benefits of engagement.

Here are some practical ways to encourage interaction:

- Pose open-ended questions within your content to spark conversations.

- Use interactive elements like polls, quizzes, or surveys to gather real-time feedback.

- Create content series that involve audience participation or feature user-generated content.

- Host regular Q&A sessions or live events where your audience can engage directly with your brand.

Fostering interaction not only enriches your brand story but also creates a feedback loop that provides valuable insights and strengthens your relationship with your audience.

Making Your Brand Story Stick

Building a powerful, consistent story helps form a deeper bond between your brand and your audience. Taking the steps to refine your core message, create detailed and believable characters, maintain consistency across all formats, and engage with empathy will make your brand more memorable. This approach to storytelling takes planning and effort, but it’s worth it.

Take time to step back and look at your storytelling with fresh eyes. Is there alignment in what you say and how you say it? Are the people in your stories true to what your audience needs to hear? With just a few thoughtful improvements, your brand story can start leaving a real mark and stick with the people you want to reach.

To truly elevate your storytelling in branding, consider how visual content can enhance your narrative. Photography and videography play an integral role in showcasing your story with depth and authenticity. If you’re exploring ways to make your brand's message more compelling, learn how storytelling in branding can connect you with your audience in a powerful way. At EvoMedia, we help bring your stories to life through dynamic, creative visuals that leave a lasting impression.