The power of storytelling

In a world where we are constantly bombarded with marketing messages, it can be hard to stand out from the crowd. But there is one tried and true method for getting your message to cut through the noise: storytelling.


Humans have been telling stories since the dawn of time.

It’s how we make sense of the world and connect with one another. And it turns out that our brains are wired to respond to stories. When we hear a good story, our brains release dopamine, which makes us feel happy and engaged. 

So, what does this mean for marketers? You need to learn how to tell good stories and narrative design that can help you do just that. 

So, what is Narrative Design? 

Narrative design is the practice of using stories to create user experiences that are both useful and compelling. By understanding how people interact with stories, narrative designers are able to craft experiences that guide users towards a desired outcome—whether that’s making a purchase, signing up for a newsletter, or anything else. 

One of the most famous examples of narrative design comes from the video game industry.

In the early 2000s, a new type of video game called an “emergent narrative game” began to emerge. These games allowed players to shape the story through their choices and actions. One of the most popular examples is the “Choose Your Own Adventure” series of books, which were turned into a successful video game franchise. 

Why Narrative Design works 

The reason why narrative design is so effective is because it taps into our natural desire for narratives. As humans, we crave stories because they help us make sense of the world around us. When we encounter a problem, we naturally look for a story that will help us understand what happened and what we should do next. 

In addition, narratives help us connect with one another on a deeper level. When we share our stories with others, we create bonds that can last a lifetime. That’s why storytelling is such an important part of cultures around the world—it helps us create connections with others. 

How to use Narrative Design in marketing 

Use customer testimonials: Customer testimonials are powerful because they show potential customers that your product or service has helped real people solve real problems. When crafting your customer testimonials, be sure to focus on the story of how your product or service made someone’s life better. 

Create brand guidelines: Brand guidelines are essentially stories about your brand—who you are, what you stand for, and what makes you different from your competitors. By creating brand guidelines, you can ensure that everyone who works on your marketing campaigns is telling the same story about your brand. 

Develop buyer personas: Buyer personas are fictional characters that represent your ideal customers. When developing buyer personas, be sure to give each one a name and back story so they feel like real people rather than abstract concepts. Doing so will make it easier for you to craft marketing messages that resonate with your target audience. 

Stories are powerful things—so powerful that they’re scientifically proven to engage our brains in ways no other content can.

💭 As marketers, we can use this knowledge to our advantage by incorporating narrative design into our campaigns. By understanding how people interact with stories, we can craft experiences that guide users towards a desired outcome—whether that’s making a purchase, signing up for a newsletter, or anything else.