Why brand storytelling matters more than ever with content strategist Al Berry

Hi!

Last week I had the privilege of speaking with Al B. , a master content strategist whose journey spans from early days with Red Bull's groundbreaking content initiatives to consulting roles with industry giants like Tesco, Virgin, and numerous venture-backed startups. With a background in entertainment and broadcast, Al has an interesting perspective on how startups can leverage storytelling to capture attention.

Brand storytelling matters more than ever

Did you know, as consumers, we encounter as many as 5,000 marketing messages every day! Crazy. So for marketers, the challenge isn't just being seen – it's being remembered.

"Stories are what give us our history, our past, and our present," Al explains. "They're a means of communication that isn't just fact-based or cold, hard data. They're something we can emotionally resonate with."

This need to find an emotional hook has become increasingly important as the digital landscape has evolved. With social media algorithms demanding ever-increasing content volumes and AI tools making content creation more accessible, the risk of producing unmemorable, generic content has never been higher.?

As Al puts it, "If you start with one piece of content and use AI to make 12 variants, it doesn't make it 12 times better. You might just end up with something that's 12 times as ineffective."

Finding your story

One common misconception is that effective brand stories need to be dramatic or extraordinary. But Al emphasised that authenticity trumps sensationalism every time.?

He shared an example of working with a luxury fashion startup in the UAE, where the founders initially overlooked their most powerful story – their decision to leave comfortable corporate careers to pursue their true passion. And in the end it was this narrative that resonated more strongly with their target audience than any product-focused messaging ever could.

The key to discovering your story often lies in:

1. Your founder journey: Look beyond the obvious product origin story. What personal experiences, challenges, or insights drove the founding team? These human elements often create the strongest connections.
2. Effectively integrating your product narrative: Your story shouldn't just be about marketing – it should be woven into every aspect of your product experience. Al highlighted Vacation sunscreen's approach here: they didn't just create a sun protection product; they built an entire narrative around 1990s Miami culture, expressing it through everything from their whipped-cream-style packaging to their retro-inspired delivery notes.
3. Consistency: Every customer interaction, from user interface to customer service, should reinforce the story you’re trying to tell.?

Leveraging AI without losing authenticity

The emergence of AI tools has created both opportunities and challenges when it comes to storytelling. While platforms like Claude AI , Runway , and Pencil ?? offer incredibly powerful capabilities for content creation and testing, as Al said "We need to be more data-savvy than before. You probably need to really understand how these tools work if you're going to present something and not just take it for granted."

His recommendations for effective AI integration include:

• Using AI for content optimisation and testing rather than core story development
• Leveraging tools like Pencil Pro for creative testing before going big on a launch
• Being transparent about when and how you’re using AI, especially in sectors where trust is paramount
• Focusing on using AI to amplify your creativity rather than replace it

Making your story stand out

For early-stage startups looking to punch above their weight, Al recommended several approaches:

1. Embrace the challenger mindset: Smaller brands often have more freedom to experiment and take creative risks with their storytelling.
2. Focus on human connection: Remember that faces in thumbnails consistently outperform generic graphics, and personal stories tend to generate more engagement than product features.
3. Think beyond traditional channels: Look for unexpected ways to tell your story. Al gave some great examples of brands using LinkedIn's year-end features and creative chatbot personalities to stand out.
4. Build for memory: Every piece of content should contribute to making your brand more memorable. Ask yourself: "Will this help us become more front-of-mind than our competition?"

Looking ahead: The future of storytelling

As we work out how to navigate an increasingly AI-influenced marketing landscape, the fundamentals of good storytelling remain constant: authenticity, emotional connection, and clear purpose. However, the tools and channels we use to tell these stories will continue to evolve rapidly.?

Al predicts we'll see a shift toward more personalised brand narratives, enabled by AI but driven by human creativity. The challenge for startups will be maintaining authentic connections while leveraging new technologies to scale their storytelling efforts efficiently.

Key takeaways

1. Start with authentic stories that reflect your true journey and values
2. Integrate storytelling into your product development, not just your marketing efforts
3. Use AI tools strategically to amplify, not replace, human creativity
4. Focus on building trust through transparency and consistent narrative
5. Look for opportunities to tell your story in unexpected ways

Want to dive deeper into sustainable growth strategies? Join our weekly sessions or connect with Al B. on LinkedIn for regular insights on brand storytelling, content strategy, and the thoughtful application of AI in marketing.