In this blog, I’m sharing thoughts on one of the most powerful yet misunderstood parts of branding: storytelling.
Whether you’re building a skincare line, running a studio, or simply trying to show up more meaningfully online, your brand’s story is not just background noise. It’s the thing that makes people stay, care, and come back.
I’ll be breaking down:
💛 What story-driven branding actually means (and why it’s not just your About page)
💛 Why aesthetics without meaning no longer work
💛 Real-world examples to help you start showing up with story and soul
Quick favour: If this kind of content supports you, I’d love to have you as part of this growing creative community.
👉 Subscribe here to get my latest posts, templates, and content drops straight to your inbox.
I still remember walking into an Aesop store for the first time back in 2014, while living in Sydney. I didn’t know the brand well. I wasn’t following them on Instagram (I didn’t even use Instagram yet), and I hadn’t researched them online. But the in-store experience, the scent, the tone of voice, the considered design, the care of the team, connected with me so deeply that I remember it clearly a decade later. I didn’t need a sales pitch. The brand spoke for itself.
What is story-driven branding?
When we talk about story-driven branding, we’re not just talking about your “About” page or the founder blurb on your website.
Story-driven branding is about building your entire presence, visuals, voice, messaging, and experience around a deeper narrative. It’s the through-line that connects why you started with why your audience should care.
It goes beyond “what you sell” and instead answers:
What do you believe in?
What transformation do you create?
What do you want people to feel when they interact with your brand?
In wellness and beauty, where markets are saturated and visuals are often similar, story is the differentiator. It’s how you create meaning, not just aesthetics. And meaning is what builds trust.
Think of it as the difference between:
A pretty Instagram feed → and a visual story that shows what you stand for.
A caption that describes → and a message that connects.
A logo → and a feeling people associate with your name.
Story-driven branding turns your business into a movement. A brand into a feeling. A founder into a voice that others want to follow.
Why story matters more than aesthetics alone
It’s no longer the main thing that builds connection or converts followers into clients.
People crave depth. In a world of filters, templates, and trends, they want to know what’s real. They want to feel something. And story does what design alone cannot:
It builds emotional connection. It creates meaning.
Your story is what turns a product into a purpose. It’s what takes someone from “Oh, this looks nice” to “This is what I care about.”
Here’s why it matters more than ever:
Story builds trust.
When people understand your why, they’re more likely to believe in your how. Story humanises your brand.
Story creates loyalty.
Beautiful design might get someone’s attention. But story is what keeps them coming back, because they see themselves in your message.
Story gives your brand a voice.
In a market where visuals can be copied, your unique perspective is the one thing that can’t be replicated.
Story drives decisions.
Purchases, referrals, shares, they’re emotional. People act when they feel connected, not when they feel impressed.
This doesn’t mean aesthetics don’t matter. They do, especially in wellness. But they need to work in service of a bigger narrative. Without that, even the best design is just decoration.
That’s where visual storytelling leverages the two human realities: people process images 60,000 times faster than text, and the overwhelming majority of us unconsciously tend to buy experiences rather than products.
How to start building your brand story
💛 1. Revisit your why
Ask yourself:
Why did I start this brand?
What change do I want to create?
What am I helping people feel or become?
This forms the emotional core of your brand, and it should echo in everything you create, from product to packaging to content.
💛 2. Define the transformation you offer
Your brand exists to take people from Point A to Point B.
Example:
From overwhelmed → to feeling cared for
From dull skin → to daily glow
From content chaos → to calm brand clarity
When you know the transformation, you know your message.
💛 3. Share the real founder story
Your audience doesn’t just want to see what you do, they want to know who you are.
Tell them:
What experience shaped your mission
What problem you kept seeing
What finally made you start
It doesn’t have to be dramatic. It just has to be honest.
💛 4. Translate story into brand voice + visuals
Once your story is clear, reflect it everywhere:
Visuals that match the feeling (calm, confident, caring, etc.)
Language that reflects your values
Content that shows the real “why” behind what you share
Consistency isn’t about repeating your logo. It’s about repeating your message.
💛 5. Tell your story often, in different ways
Your story doesn’t need to change every week. But it does need to show up in new formats, over and over again.
Here are a few real ways brands embed story across their content and customer journey:
🛍️ In product captions
→ “For skin that needs a moment of calm.” (Typology Paris)
→ “A scent for new chapters, inspired by wild roses, fresh starts, and slow mornings.” (Byredo)
→ “Our facial oil is inspired by the rituals of touch, made for women who give care all day, and deserve to receive it too.” (Your own example! 💛)
🧾 In sales pages & website copy
→ “This brand was built by a tired founder, one who knew that skincare should be simple, sensual, and rooted in care.”
→ “Everything here was created to make your content feel easier, without losing beauty, meaning, or strategy.” — (Hunter & Florence)
💌 In newsletters & emails
→ “What if your next launch didn’t feel rushed, but ritualistic?”
→ “Here’s what I wish I knew before posting my first offer…”
🎥 In reels & content
→ A behind-the-scenes reel showing your creative process
→ A voiceover: “This is how I bring softness into strategy for female founders…”
The key? Don’t let your story live in one place. Let it breathe through everything you touch.
Let people walk into your world, post by post, page by page, product by product.
From pretty to purposeful
You don’t need to be the loudest brand in your space.
You just need to be the one with something real to say.
Story-driven branding allows you to connect with your audience not just as a business, but as a voice, a guide, a presence they trust. It’s what moves your brand from just looking good… to meaning something.
So ask yourself:
💛 What do you want to be known for?
💛 What story are you telling every time someone lands on your page?
Because the brands that lead with clarity and soul are the ones people remember
💛 Let’s connect
If you’re ready to build your story into a clear, soulful brand presence. I’ve created tools that make it easier:
And if you ever want to share your story, ask questions, or just say hi, I’d truly love to hear from you.
— Paula
Founder, Hunter & Florence
