How Storytelling Impacts A Marketing Journey
- rodriguezdevin0601
- Sep 27
- 3 min read
In the world of marketing, creating a bond between the brand and the target audience is essential to a successful long-term campaign. This relationship that gets develop has multiple personalities attached to it. Having many feelings and emotions being interchanged between the brand and the target audience will create trust with one another and eventually leading onto loyalty. The storytelling process is the cause for all of this. I have asked five experts in their respected fields how does storytelling impact a marketing journey and here is what they stated.
As brand strategist and marketing educator, Anthony Miyazaki states, “Storytelling in marketing isn’t just about sharing a narrative—it’s about inviting your audience to step into it. If customers can see themselves in the story, they’re far more likely to stay engaged and take action. That means designing campaigns that move beyond features and benefits to show how real people experience the brand. When audiences feel like participants instead of bystanders, the marketing journey becomes personal, meaningful, and memorable.”
When storytelling, the target audience must be in tune with the brands product/service. This engagement must be natural and attract the audience to want more.
Current marketing student, Adia Pena claims, “Viewers want to know the journey of the product or service. That is why storytelling is key within marketing. Using this method gives a connection and showcases not what a service or product can do but also the values, emotional connects, trust, and impact to a viewer."
The target audience needs to know what they will be getting out of this product/service when it is being advertised. They do not want to be a part of a story that that has a negative impact on their life.
Former marketing graduate, Andis Plava claims, “Storytelling transforms marketing from selling products into creating emotional connections. A well-crafted story makes brands relatable, memorable, and trusted because it ties the product to a real human experience. Instead of just presenting features, storytelling communicates purpose—and that’s what inspires customers to act and stay loyal throughout their journey.
Andis makes a great point here in stating that a well written story will make a brand relatable. The more the brand relates to the audience the more deeply connected the potential customer will feel. It's as if the advertisement is personal and was created for one individual.
Visual infusion strategist, Joshua A. Hayes says, “Storytelling should be the main dish, not the fancy garnish. Storytelling is how people make sense of brands, values & why any of it should matter. Don’t just describe the product; that’s a trash story. A great story invites people into a world where they feel at home. Look at Nike’s “You Can’t Stop Us.” It stitched together a narrative of resilience, movement & unity that just so happened to be told by a brand that sells shoes. The message hit hard because the emotion came first. That’s storytelling that scales & can connect with.”
The storytelling process should be comfortable for the projected target audience. It is the main source of feedback for a brand.
Finally, social media analytics specialist, states, “Storytelling shapes the marketing journey by turning data and strategy into human-centered narratives that inspire action. It allows brands to connect with audiences on an emotional level, making messages more memorable and persuasive throughout each stage of the buyer’s journey. When marketers use authentic stories, about brand purpose, customer impact, or real experiences, they not only drive engagement but also build trust and long-term loyalty.”
Using data and analysis from previous campaigns can allow the brand to make the storytelling process more impactful to those being targeted.
Storytelling has its wants and needs. It wants to attract as many people as possible, and it needs to make a positive impact on as many people as possible. When developing a campaign where storytelling is the key component to its success, gathering data on what is trending in the world is essential. This is crucial because when showed to your projected target audience, they will relate to it even more because they feel comfortable in the process.
In conclusion, the marketing industry has many factors that play a role in the success of a brands product/service. Storytelling is one of the factors that can make or break your brand. It will show the world what is the brands true mission. The representation of the brands mission is the brands way of life.
