
Q: I’m struggling with the concept of storytelling for my beauty brand. Can you help me takeaway the complexity of this process and clear my confusion?
Storytelling. Marketers tell you it’s essential, and writers roll their eyes – of course it’s essential. Stories are life. And yet it’s often very hard to get anyone to pin down exactly what storytelling means, or how you do it for a beauty brand. I touched on this gap between expectations and actual skill recently in this article, but I wanted to look more specifically at brand storytelling. Because there’s a lot of mystery around it – and there shouldn’t be.