As the story goes, storytelling is one of the [maybe the most] effective ways to make your business/brand more relatable to customers. People love stories, they love to share their experiences, they love to relate and storytelling positions you to do that accurately.

A simple Google search will bombard you with multitude of definitions, but one of my favourite definitions of this term is from Marketing Inside Group and they define it as: “Using a narrative to connect your brand to customers, with a focus on linking what you stand for to the values you share with your customers.”

I have learnt that – for my business to survive – I need to connect with audiences, pull at their heartstrings, and engage with them on a much deeper level than seen before. That’s where brand storytelling has played an effective role in my business.

Once you understand the concept behind storytelling and how it works, it will be much easier to create a storyline that is sure to appeal to your audience, this builds loyalty which then makes you able to convince them to choose you over your competitors.

Trust me, humans love stories!

I have briefly defined storytelling, now, let me show you a sample (This person is trying to pitch and talk about my business that provides branding, marketing and content creation for independent artistes):

I started making music when I was 17 years old. The music industry is a tough one to get into and to have a break in. I spent days and weeks in the studio making songs and getting excited about people hearing the song but for every song I released, it never really got the impact I wanted.

I tried paying bloggers, spamming my music on comments, sending to my friends, asking them to post on their page and the whole nine yards but nothing really gave it the push I wanted and this is the same problem for hundreds of thousands of musicians around the world. After being frustrated for some years, I took a short break from music to learn marketing, design and branding. This journey opened my eyes to what successful musicians were doing in order to be everywhere, on every phone and on every playlist.

 So, I decided to use one of my songs as guinea pigs. I tested my knowledge of marketing, playlisting, design and creative direction on my song.  And boom! The exposure was different. My music video did 50,000 views on YouTube in 3days, over 100,000 on Facebook, my Instagram posts went viral and this brought about followership and exposure to my music. So, I started to try this same strategy with other friends of mine who were musicians and the results were outstanding.

From branding to design, to playlisting, to content creation to marketing and to increasing streams – independent artistes who I worked with were getting results.  This is how The Premium Stage was born. The Premium Stage helps Independent Artistes create a Unique Brand Identity that sets them apart and puts them in front of music lovers.

Creator Premium Stage

The concept behind storytelling is to take your reader/audience through a journey. Let them feel your pain, fears, and then, position your business as the solution.

That way, you will take them from feeling sorry, to feeling excited that you found a way (the solution)! Storytelling wields an impact that cannot be overlooked. Research has shown that stories are 22 times more memorable than facts & figures alone and it lights up the sensory cortex in the brain, allowing the listener to feel, hear, taste, and even smell the story.

Wow! Makes you wonder why you haven’t utilized this tool in your marketing efforts.

So, I have unveiled storytelling to you as well as shown you a great example. Now, let’s dive into some elements that make a great story (you can thank me later)…


A good story will keep readers engaged and interested in what is coming next. It captivates attention.


A good story sparks curiosity and adds to the audience’s knowledge bank.


A good story should be relatable to the audience and people it is related to and tap into emotions and experiences that these people under-go.


Good stories follow a succinct organization that helps convey the core message and helps readers absorb it. Memorable. Whether through inspiration, scandal, or humour, good stories stick in the reader’s mind..

Storytelling was one of the marketing elements I overlooked for a long time, but when utilized it, my business completely transformed. You should try it too!

Until next time, I remain yours in the digital entrepreneurship journey,

Amanda Scarletclaw.

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