Story vs. Storyteller: The Essential Balancing Act of Your Brand Voice

Every brand has a story, but who tells that story can be just as important as the story itself. In a world where audiences want to know more about the brands they are consuming, the key question for marketers is this: which holds more weight – a compelling narrative or a trustworthy storyteller?

Think of a movie you’ve watched where something felt just a bit off, even if you loved the plot. That movie for me is Grease. The musical numbers? Catchy. The car flying into the sky at the end? Pure cinematic magic. However, can anyone truly believe the Pink Ladies are high school students? It’s a classic case of the storytellers not quite fitting the story. But even if I don’t believe the students at Rydell High are teenagers, I always finish the movie.

That’s just my personal experience. I’m one person, one consumer in a sea of millions. But, for some, this disconnect in the storytelling could be a deal-breaker – enough to hit pause and never finish the movie. Now, apply this idea to your brand. To have an effective story, you need to understand the relationship between the story you tell and the voices that bring it to life.

Your brand voice and your storytellers

Every brand has a story (and it’s more than just your “about us” page). You also probably have more than one storyteller. In a world where authenticity is king, a brand voice doesn’t come from one person. It’s often a chorus of different voices, each adding a new layer of credibility. Let’s explore some of the key storytellers in your brand’s narrative.

Founders and leadership

This is a strategy that places the founder or senior leadership at the center of its presence, messaging, and trust-building efforts. This could include anything from authoring LinkedIn updates to being the star of TV commercials. Take Mark Zuckerberg and Bill Gates. You know who they are, and which brands they represent. For better or worse, their names are as much a part of their brands as the products, creating a more personal bond with potential customers.

You don’t have to be a mega-brand like Microsoft or Meta to dabble in founder-led storytelling. You could be the craft brewery owner that started brewing in a basement, or the coffee brand that fell in love with the craft by roasting beans in your studio apartment. And with social media, the level of transparency between brand leadership and audience is clearer than ever. According to a study, one third of consumers say they would purchase more from brands whose CEOs demonstrate transparency on social.

Influencers

Influencer marketing relies on people (internal or external to the brand) to gain access and build trust with audiences. This type of storytelling has been around for a while and has exploded in popularity with the rise of social media.

However, many brands have misconceptions about the current state of influencer marketing. You might think, “I’m a B2B business, not a B2C. How can influencer marketing help me?” Whereas B2C leans on traditional influencer trendsetters, B2B influencers are not necessarily top TikTokers. Rather, they are subject matter experts, academics, business owners, and journalists whose professional opinions are rooted in proven experience. This can be as simple as having a guest post on your blog by an industry expert.

Your audience

Your brand’s most authentic storytellers are often the people who use it every day. These are the people who leave testimonials, reviews and post user-generated content. Their stories and experiences, shared in their own words, build a sense of community and trust that no official marketing campaign can truly replicate. If the story they share matches up with the brand you created, then you’ve empowered your storytellers in an authentic way.

Employees and vendors

The service or product you provide is delivered by people, not robots. Employees, from the person answering the phone to the one creating the product, are a living, breathing extension of your brand. They are the human touchpoint for every customer interaction and truly shape your brand story.

Now that we have examples of your brand storytellers, that brings us back to our question: is the story or the storyteller more important?

Building genuine trust in your brand

The answer is: both. If you have a good story but bad storytellers, you’re going to have a hard time building audience trust. If you have great storytellers, but your story is inconsistent, you run into the same problem – your audience won’t believe you. We hate to be the bearer of bad news, but there is no secret trick you can use to instantly build trust with audiences. This is something that happens after you put in the legwork of building a genuine brand reputation. However, there are some things you can do to help this process:

Define and evolve your core brand story

Audiences can sniff out unauthentic and fake storytellers. Putting a warm and funny spokesperson in front of people does not equal trust. Build your brand with a core brand story and let it purposefully evolve over time. Allow your storytellers time to prove themselves trustworthy to a skeptical audience.

Your story is more than words

Words are just a piece of your brand story. Don’t forget everything else that builds a brand. Imagery, collateral, colors, logos, and language all define your brand identity and build trust.

Ultimately, the choice between the importance of your brand story and the storyteller isn’t really a dilemma. To build the genuine trust that builds long-term brand success, you need both. A compelling, consistent, and well-defined core story gives your brand meaning and value. Meanwhile, your storytellers, from the CEO to the customer, must embody that story with authenticity and credibility.

Your brand voice is much more than what you or others tell people. It’s a combination of factors – facts, feelings, and allowing that relationship to evolve over time, you create a powerful, synchronized chorus that not only gets noticed but is genuinely believed.