In today’s cluttered digital landscape, audiences are exposed to thousands of messages every day. Traditional promotional content often gets ignored, skipped, or forgotten. What truly cuts through the noise is storytelling, especially when it is rooted in real human experiences. Here are some timeless stories created by global brands.
- Nike ‘Just Do It’
Nike uses real athlete stories, struggles, and victories to show resilience, and self-belief, making the consumer the hero, not the product.
- Apple ‘Shot on iPhone’
By showcasing real photos and videos captured by everyday users, Apple tells authentic stories that celebrate creativity and human perspective.
- Dove ‘Real Beauty’
Dove challenged traditional standards by featuring real women and their stories, creating an emotional connection rooted in self-acceptance.
- Airbnb ‘Belong Anywhere’
Airbnb highlights host and traveller stories focusing on connection, belonging, and cultural exchange.
What is human-centred storytelling?
Human-centred storytelling allows marketers to build emotional connections, create trust, and drive meaningful engagement. It focuses on people, not products. It highlights emotions, challenges, aspirations, and values. Stories help transform a B2B and B2C brand message into something personal and memorable.
Understand Your Audience First
Every powerful story begins with audience understanding. Before crafting a narrative, marketers must take time to understand their audience-their needs, motivations, pain points, and desires. When marketers understand who they are speaking to, storytelling becomes more relevant, relatable, and effective.
Define the Problem Clearly
When brands define the problem, they position themselves as empathetic listeners rather than aggressive sellers. For example, customer frustration, inefficiency, or emotional uncertainty can all serve as powerful starting points. Once the problem is established, the brand’s solution comes organically.
Choose a Protagonist Your Audience Can Relate To
Customer stories feel relatable. For B2C brands, the protagonist may represent everyday consumers navigating life’s moments. For B2B brands, it could be a business leader overcoming challenges. When audiences relate to the protagonist, engagement increases significantly.
Create an Emotional Journey
Effective storytelling takes audiences on an emotional journey, struggles, realizations, transformation, and success. Whether it is hope, relief, confidence, or inspiration, emotional stories stay with audiences for a long time, and drive the decision.
Types of Human-Centred Brand Stories
- Functional brand stories focus on real-life problem-solving and practical benefits.
- Lifestyle brand stories highlight aspirations, daily moments, and emotional connections.
- Celebrity and influencer brand stories leverage familiar faces to build trust and relatability.
- Social mission brand stories showcase purpose, values, and positive impact on society.
Use Real Voices and Simple Language
Stories should use real voices and simple language that sound natural and human. Authenticity builds credibility and trust in testimonials, interviews, and all types of content. This is particularly important for B2B brands, where decision-making is driven by trust and long-term relationships.
Make It Visual and Meaningful
Humans process visuals faster than text, making it essential to make it visual. Videos, photographs, illustrations, and even well-designed infographics enhance storytelling impact. Beyond visuals, marketers must make it meaningful. Stories should reflect the brand’s values and purpose.
Human-centred storytelling is now a strategic necessity. When done right, it helps generate high-quality leads. We at 3 Dots Design are inspired by human-centred stories created by global brands, and we have some amazing story-based campaigns to our credit. To know more, do get in touch.