Everybody has a story to tell and we use different media to do so: a conversation, a book, a radio show, a painting, a film. Things got a lot more fun when the internet came around.

Storytelling is the heart and soul of brand building, and on social media a great story can help your brand stand out among the noise and connect with your customers.

The embrace of social media has changed the way consumers interact with brands: social media has put people in control. It also provides greater credibility for brands. Sharing a real story, with a human touch, with which the consumer can relate, generates more confidence in your brand and builds a relationship with your customers.

A study by Time Inc. reveals that 92% of customers believe that “brands have expertise on topics and add value to content.” In other words, people believe brands are knowledgeable about certain topics and want to hear it from you.


From Sharing on Cave Walls to Sharing on Facebook Walls

Long gone are the days when our ancestors used to huddle around the campfire to tell stories. Nowadays we share stories on blogs, websites and social media platforms.

Storytelling is the heart and soul of brand building, and on social media, a great story can help your brand stand out among the noise and connect with your customers.

Everybody loves a good story! As Lisa Cron writes in her book Wired for Story, “Neuroscientists believe the reason our already overloaded brain devotes so much precious time and space to allow us to get lost in a story is that without stories, we’d be toast. Stories allow us to simulate intense experiences without actually having to live through them.”

Tap into the power of storytelling to connect with your audience, humanize your brand, and show your “why”.


Our Rules For Great Storytelling


1. Keep It Simple

“Less is more” is a basic rule of good storytelling. Avoid complex details, words, and structure. Simple narrative is the best way to get your message across. A simple story is more likely to stick. Remember: you are trying to share an experience and connect with your audience.

2. Keep Your Audience in Mind

For your story to hit home, the audience must be able to relate to it. Sharing a story with which your audience can relate builds confidence and trust between your customers and your brand (and then builds revenue).

3. Be Authentic

Presenting a real and human element is particularly important for small businesses. Let yourself be vulnerable. It makes you more human and helps your audience connect and empathize with you. A brand with a human touch can form deeper and more genuine relationships with customers.


  • Don’t be afraid of sharing anecdotes of struggles, failures, and obstacles. Or something silly and fun. We all make mistakes and people love those who are able to laugh about themselves.

4. Be Strategic

Decide the purpose of your story. Storytelling is extremely versatile. It can be used to educate, motivate, position yourself as an expert, feature customer reviews, highlight your brand’s personality or demonstrate a new product.

5. Keep Social Media Social

Promote your story on your own media (website, blog, email, newsletters, podcasts, etc.) and share it on your social media. The more places you share your story, the more engagement you can expect from your audience.


Still hesitant about storytelling?

At McLernon & Co. we continue to expand our storytelling capabilities because we know it increases awareness, builds thought leadership, creates new customers and produces revenue.

We have created visual stories that provide ROI to our clients as they use them for paid ads, social media content or on their website.

Have questions on how to move forward with storytelling, social media or the strategy behind your marketing? Schedule time with us. We are based in Denver and would love to grab a coffee and get to know you.