How Storytelling and Content Marketing are the Peanut Butter and Jelly of Branding
Storytelling and content marketing go together like peanut butter and jelly - they’re just better together!
In 2025, the rules of branding have evolved, but the core of a successful brand remains the same: heart, soul, and a passionate connection to your audience. Your brand stands apart because you’re not just in business to make money - you’re here to make an impact. But here’s the kicker: if your customers don’t see that heart and soul, you might as well be shouting into the void.
Why Emotional Connection Matters
In the fast-paced, saturated marketplace, it’s not enough to exist. People want to feel something about your brand. They need to understand what drives you and why you do what you do. It’s no longer about products or services but values, mission, and connection. If your actions, content, and campaigns don’t align with your values, you’re missing a critical opportunity to resonate with your audience.
A 2024 survey from Capital One found that 65% of consumers are willing to pay more for brands that align with their values. So, if your brand strategy doesn’t include an emotional connection, it’s time for a refresh.
The Fine Line Between Likable and Overbearing
A 2024 BuzzStream survey showed that nearly half of all respondents will unfollow a brand that’s too self-promotional. Nobody wants to deal with a brand constantly patting itself on the back. But here’s the good news: likability is within reach for brands that balance promotion with authenticity.
The same survey also revealed that the #1 reason people follow a company is simple - they like the brand. To be likable, show your authentic personality and values.
Framework for Balancing Your Content Effectively
One-third self-promotional content: Showcase your products, services, or achievements without overdoing it.
One-third thought leadership: Share insights, ideas, and inspiration from your industry.
One-third personal interactions: Humanize your brand with relatable, genuine engagement.
This mix creates an informative, inspiring, and approachable narrative - everything a modern audience craves.
The most successful brands share their story by balancing emotion with just the right amount of information.
5 ways to elevate your brand story in 2025
Start with your origin story: Your origin story is where your brand’s heart shines. Share the challenges, triumphs, and "aha!" moments that brought your brand to life. Make it personal, relatable, and impactful. What’s your brand’s mission, and how can you bring it to life for your audience? In 2025 and beyond, your mission is everything, so get it right!
Humanize your brand voice: People connect with people, not faceless corporations. Build a brand voice that feels approachable, human, and aligned with your audience’s values. Identify a few key adjectives to guide your tone - maybe you’re witty, compassionate, and bold; then apply them consistently across all your communications. Authenticity is non-negotiable.
Be radically transparent: In 2025, transparency isn’t just nice to have; it’s expected. A Label Insight study found that 94% of consumers are loyal to brands prioritizing transparency. Whether you’re addressing challenges or sharing the story behind your products, honesty builds trust. Remember, owning the narrative is better than letting others fill in the blanks.
Commit to causes that matter: Social responsibility is a cornerstone of modern branding. Net Imperative’s research shows that 40% of consumers are willing to ditch brands that don’t give back. Align with causes that resonate with your mission and your audience. Whether it’s sustainability, social justice, or community outreach, show, don’t just tell, how you’re making a difference.
Showcase your people: Your employees are your brand’s secret weapon. Share their stories, celebrate their successes, and let their personalities shine. This boosts morale and helps your audience connect with the actual humans behind your brand. Employee advocacy through blogs, videos, and social media can amplify your message and strengthen your reputation.
Company transparency is key to brand loyalty.
The Peanut Butter and Jelly of Branding
Storytelling and content marketing go together like peanut butter and jelly. They’re just better together. The most successful brands balance emotion with information, using storytelling to humanize their mission and engage their audience.
