From Storytelling to Story Building: Why Most Brands Get It Wrong

Storytelling has become a buzzword.

Every brand claims to have a story. Every marketing team talks about narrative. Every CEO wants a message that “connects.”

Yet most companies still struggle with differentiation, customer engagement, and employer branding.

Why?

Because they are focused on telling stories instead of building them.

In a recent conversation with brand strategist John Elbing, creator of the Story Building methodology, we unpacked why this shift matters and what leaders must understand if they want their brand to resonate in today’s market.

The Fatal Flaw in Traditional Storytelling

Most companies start with the wrong question:

What do we want to say?

They brainstorm taglines. They write mission statements. They craft clever campaigns.

But they skip the most important step.

Understanding the customer’s standpoint.

Story building flips the focus. It starts with empathy. It demands that leaders deeply understand what their audience recognizes, how they perceive the problem, and how they project themselves into a better future.

Without that structure, even the most creative storytelling falls flat.

Structure Before Narrative

One of the biggest insights John shares is this:

The right structure must exist before the narrative.

Story building is not about emotional fluff or inspirational copy. It is a strategic framework.

He outlines three key stages of engagement:

1. Recognition
   Does the customer see themselves in your message?

2. Perception
   Do they understand the problem in the way you frame it?

3. Projection
   Can they clearly envision success with your solution?

If your messaging does not guide them through these stages, you create noise instead of clarity.

And in today’s digital world, noise gets ignored.

Aligning Internal and External Narratives

Many organizations overlook a critical component of brand strategy.

Internal story and external story must align.

If your employer branding says one thing but your culture says another, trust erodes. If your sales messaging promises something your operations cannot deliver, credibility disappears.

Story building strengthens cohesion. It ensures that what your team believes internally matches what the market hears externally.

For CEOs and business owners, this alignment is not optional. It directly impacts recruitment, retention, and revenue growth.

Differentiation Requires Precision

Another common mistake is trying to speak to everyone.

Broad messaging feels safe. It feels inclusive. But it weakens impact.

Targeted messaging is powerful because it creates recognition. When someone feels seen and understood, engagement increases dramatically.

As John puts it, niche down and be really targeted.

Differentiation is not about being louder. It is about being clearer.

Empathy Is the Competitive Advantage

At the core of story building is empathy.

Not performative empathy. Not surface level statements about caring.

True understanding of customer psychology, needs, fears, and aspirations.

When brands validate their narrative with real customer feedback before launching, they dramatically increase the likelihood of resonance.

When they skip this step, they risk building a story that sounds good internally but fails externally.

The Future of Narrative in a Digital World

As digital channels multiply, attention shrinks and competition increases.

The brands that win will not be those with the flashiest campaigns.

They will be the ones with:

• Clear structure
• Deep empathy
• Aligned internal and external messaging
• Targeted communication
• Authentic positioning

Storytelling alone is not enough anymore.

Leaders must move from storytelling to story building.

Because in a crowded market, clarity is power.

And the brands that understand their customers best will always outperform the ones that simply talk the most.

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