How to Build a Brand Story That Sells and Sticks

Back in 2006, I once pitched a campaign involving flying rickshaws (don’t ask). The client said, "Let’s just run a newspaper ad." You can imagine how that went.

Fast forward to today, and storytelling is finally having its main character moment. But here's the kicker: most brands still don’t know how to do it right.

They confuse storytelling with content. Or worse, they hire a copywriter and say, "Make it sound cool."

Here’s the truth I’ve learned after two decades and one-too-many jargon-stuffed presentations: Good brand storytelling starts with truth, not tactics.

Build a Brand Story That Sticks | Storytelling Tips from TSFC

The TSFC Storytelling Framework:

1. Truth – What do you really stand for? Not the brochure version. The bold, human one.

2. Relevance – Why does it matter right now? (Spoiler: if your story doesn’t meet your audience in their moment, it won’t move them.)

3. Resonance – Does it spark something real? Emotion. Curiosity. Action.

If you can nail these three, you don’t need to shout. You don’t need influencers. You just need to show up with something worth hearing.

Brands that nailed it:

• Nike: Truth = You have greatness. Relevance = In a world full of doubt. Resonance = Just Do It.

• Amul: Truth = Everyday India. Relevance = Always topical. Resonance = Laughter, nostalgia, connection.

Your Turn:

Take a look at your current brand story. Is it true? Is it timely? Is it moving? Or is it just... there? If you're stuck, call us. I’ll build your story squad and bring the magic.