Why Every Brand Needs a Compelling Story: Unlocking the Power of Narrative Marketing

By Angelika Attwood, Dje'ka Creative Director

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Over a decade ago, before the world became flooded with AI tools, social media influencers, and trendy marketing tactics, I began my journey in marketing and advertising. Back then, we had a singular resource: the timeless printed books from the 80s and 90s. These were our primary sources of wisdom, and it was in those pages that I learned the true essence of marketing.

We were the first class at the top economic school in the town to take Advertising and Marketing courses, and let me tell you, no one was prepared. The professors were so concerned about their own lack of expertise that they made us memorise textbooks meant for university students. They believed this method would shield us from their own doubts and ensured we earned a passing grade only if we scored above 70%. The pressure was immense. But, as daunting as it was, this intense experience became a significant part of my marketing foundation. I didn’t rely on AI tools or ready-made templates back then—I had books, real-life case studies, and my own intuition guiding me.

I remember the endless subjects we studied—everything from advertising law, creative advertising, psychology, and business management to commodity science and even foreign languages in business (I learned English as part of my curriculum). By the time I was 16, I had a depth of knowledge that most current marketing juniors wouldn’t have until their second or third year of university.

But how does all of this relate to brand storytelling?

The Foundation of Brand Storytelling

At the heart of what we were taught was the understanding that a brand is not just a logo or a series of flashy advertisements. It’s far more intricate than that. The brand encompasses colour psychology, scent psychology, the customer experience, the quality of service, and the emotional connection a customer has with the brand. When all of these elements are done correctly, they create a repeatable, trustworthy experience that turns a product or service into a brand that people believe in.

In one of our foundational classes, we were introduced to a simple yet brilliant example of how a brand's story can come to life through multiple sensory and emotional cues:

Imagine a local bakery. The logo uses a timeless font—something classic and reliable. The colour scheme is based on brown tones, evoking a sense of stability and trust. The bakery uses a slogan created in 1955 that centres on the concept of trust, built over 70 years of delivering quality products.

But here’s where the magic happens. As you walk by, you’re hit with the irresistible smell of freshly baked bread and doughnuts wafting through the air. The door is wide open, inviting you in. You step inside and are greeted by the friendly, well-dressed staff, who greet you with a smile, perhaps even cracking a light-hearted joke. You feel at ease, comfortable, and maybe even a little more generous. The experience is simply delightful.

Then, the cherry on top: you’re handed a coupon for a future visit, ensuring that your experience is not just a one-time transaction but part of an ongoing relationship.

Bob from accounting was just passing by, but suddenly he found himself inside, purchasing a dozen doughnuts. The experience was so pleasant, so well-executed, that he told everyone in the office about it. Soon, Bob was almost running a covert "doughnut-sharing operation" at work. People weren’t just talking about the doughnuts—they were talking about the experience of visiting this bakery, a place that has been trusted for decades.

So, you tell me: Is this bakery crushing its brand storytelling? Or do brands like ZARA, Dior, or Coca-Cola hold the monopoly on creating compelling narratives?

The Power of Sensory Storytelling

This bakery is the perfect example of how every brand—whether global or local—can effectively use narrative marketing to build a strong, emotional connection with their audience. When executed well, storytelling becomes a fundamental element of a brand's DNA.

The bakery is leveraging sensory cues that go beyond a mere transaction. It’s telling a story about heritage, trust, and community. The powerful blend of psychology and sensory engagement ensures that customers not only leave with a product but also with an experience they’re eager to share.

Let’s break down some of these psychological tactics:

• Colour Psychology: The brown tones used in the bakery’s branding suggest reliability, comfort, and stability. According to colour psychology, brown is often linked with feelings of warmth and dependability, which are crucial for a brand that wants to be seen as trustworthy. As colour expert Angela Wright explains, “Brown is often associated with feelings of stability, reliability, and warmth. It’s a color that invokes a sense of dependability, often used in branding to convey trustworthiness and comfort.”[1]

  
  

• Font Psychology: The timeless font used in the logo can evoke a sense of heritage and reliability, enhancing the brand’s long-standing reputation. The use of traditional fonts often implies that the brand is well-established and has stood the test of time, much like the bakery’s 70 years of service. This is crucial for creating a narrative of trust and longevity.

  
  

• Scent Psychology: We are all familiar with how a specific scent can trigger memories and influence purchasing decisions. Studies show that the smell of fresh bread or pastries can increase sales by up to 300% [2]. The bakery’s intentional use of smell to engage customers isn’t just about creating a pleasant experience—it’s about tapping into deep-rooted emotional triggers. As Martin Lindstrom points out in his book Brand Sense, “Our senses are the gateway to the subconscious. If a brand can get it right, the results can be transformational.”[3]

  
  

The Power of Brand Stories—Big or Small

Whether you’re a local bakery or a multinational corporation, brand storytelling isn’t just a luxury; it’s a necessity. It’s about creating an experience that your customers want to be part of and talk about. Companies like Coca-Cola have long understood the importance of emotional connection—look at their iconic holiday commercials, which center around themes of togetherness, nostalgia, and happiness. Even a brand like ZARA tells a story of fashion-forward thinking, fast-paced innovation, and affordability.

But at the core of it all is the same principle: a brand is not just what you sell—it’s the experience you create. No matter the size or scale of the brand, storytelling is what turns a product into a brand and a transaction into a relationship.

Conclusion

So, what is the story behind Dje'ka? I’ll let you in on that as well, but first, I challenge you to look at the brands you interact with every day. How are they telling their stories? Do they evoke feelings of trust, nostalgia, or excitement? Or do they simply sell a product?

In the world of branding, your story is everything. Whether it’s a local bakery or a global corporation, narrative marketing is the key to building lasting connections with your audience. And when done right, those connections will keep customers coming back, time and time again.

“Marketing is no longer about the stuff you make but the stories you tell.” [4]— Seth Godin

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References:

1 Wright, A. (2017). The psychology of color in branding: Understanding the emotional impact of color in marketing. Color & Design Journal, 24(3), 32-45.

2 Hirsch, A.R. (1995). Effects of ambient odors on slot-machine usage in a Las Vegas casino. Psychology & Marketing, 12(6), 585–594. https://doi.org/10.1002/mar.4220120605

3 Lindstrom, M. (2005). Brand Sense: How to Build Powerful Brands through Touch, Taste, Smell, Sound, and Sight. Free Press.

4 Godin, S. (2005). All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World. Penguin Group.