Why Storytelling Isn’t Optional Anymore

In a noisy, scroll-happy world, people don’t stop for logos.
They stop for stories.

Whether you’re a small business, a solo creative, or a conservation project with a mission that matters, your story is your greatest asset. It’s how you connect with your audience, build trust, and stand out from the crowd.

But most brands are getting it wrong. Over the years, I’ve worked with everyone from founders and freelancers to NPOs and multi-national corporations, and I keep seeing the same mistakes pop up again and again.

Let’s unpack the 3 most common ones; and what to do instead.

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Mistake #1: Trying to Sound Bigger Than You Are

The Problem:
In an effort to sound “professional,” many brands write in stiff, overly polished language. The result? A story that feels robotic and forgettable.

What to Do Instead:
Drop the jargon. Be real. Speak the way you would to a client over coffee. Your story doesn’t need to impress, it needs to connect.

Fix it with this prompt:

“If someone asked what I do at a braai this weekend, what would I say?”

That’s your starting point.

Mistake #2: Talking About Yourself Too Much

The Problem:
It’s tempting to fill your website or social media with your achievements, credentials, and process. But your audience only cares about one thing:
What’s in it for them?

What to Do Instead:
Yes, tell your story, but always through the lens of how you solve your client’s problem. Make them the hero, and position yourself as the guide.

Fix it with this mindset shift:

Your story isn’t about you. It’s about them — told through your experience.

Mistake #3: Telling the Whole Story at Once

The Problem:
Many brands try to cram their full backstory, mission, and every product or service into one go. It becomes overwhelming — or worse, confusing.

What to Do Instead:
Think of your story like LEGO blocks.
Build it one brick at a time. Your About page doesn’t need to double as a novel. Your social feed doesn’t need to explain your entire origin story in one post.

Fix it with this rule:

Clarity beats completeness. Keep it simple. Layer over time.

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Final thought: Tell a Story That Sticks

Storytelling isn’t a trend. It’s how humans are wired to connect, remember, and act.

If your brand feels confusing, disconnected, or invisible it’s not a marketing problem. It’s a story problem.

And that’s where I come in.

Whether you’re a founder wanting to align your brand with who you really are, a conservation project struggling to communicate your mission, or a personal brand looking to show up with clarity and confidence then let’s work together to craft the story that gets you seen, heard, and remembered.

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