the branding lab podcast

Tune in as we explore what it takes to build a truly strategic, heartfelt brand.


The Art of
Brand Storytelling

By Yvonne Ivanescu

What is brand storytelling? And what do you exactly need to know before you hire a copyrighting studio? Brand storytelling is when a brand or a business has a specific story that connects to their ideal audience and that allows them to use those stories to emotionally connect with their community. Why is it important? Well mainly because marketing in this day and age needs to incorporate a more emotional side — human-centered marketing.


Cassandra Le, the founder of the Quirky Pineapple Studio, a brand strategy, and copywriting studio. Cassandra has been creating content and experimenting with branding and social media. Since she was 13 years old. She and her team helped mission-driven service-based business owners, share their stories and create engaging content to help businesses grow their community

In this episode, Cassandra and I talk about the importance of brand storytelling; the difference between storytelling and brand messaging; and what businesses should know before they even think about hiring a copywriting studio.  


Brand Storytelling is pretty similar to a regular story,  a novel. It needs to be broken down into what Cassandra calls the story connection timeline, which has seven parts: 





▶ Resolution


▶ Epilogue

The prologue in a novel is setting the scene and giving people a little bit of backstory into what’s going to happen. It’s really just to give people a little bit of backstory into what’s going to happen. Cassandra, for example, has been creating content since she was 13, and that is part of her story but not her current story now because as humans our stories change and we evolve. 

The prologue sets up the scene of. The beginning of Cassandra’s story would probably be when she took blogging more seriously and started diving into actually creating strategic content or content to get affiliate ads or paid ads — it then evolved from there. 

After the beginning then you get to the middle, which is like the meatier side. This is when you’re in it. And you’ve figured out your why and you understand what you’re doing, who you’re helping, how you help.

And then there’s a conflict. Because all good stories have a conflict and that could be okay. Something happened in your life or within your brand journey that was a problem for you or your ideal clients. And then you found a solution for it.

For Cassandra conflict came after she realized that she was creating so much content to the point where she was burnt out and none of her content was necessarily strategic. So she came up with an editorial calendar and planning out her content based on marketing strategies and her quarterly goals. And with that came the resolution to her problem/her conflict. Her solution is what she now teaches to her clients — how to strategically create content. From there she moved into the transformation stage, which is what happened after the business boomed. 

And that kind of became the resolution to my problem, my conflict, which is now actually what I teach a lot of our clients, how to do, because they come in with so many ideas they’re overwhelmed and they’re looking for a solution. Which is a solution I created for myself. And then we get into the transformation stage, which is what happens after the business boomed.

Then there is the end. But don’t think of it as the end, but the epilogue, which is, your plans or vision for your business.


Strategic content doesn’t need to be anything too complicated. Strategic content has a purpose and makes your target audience take action on something. So this means there is a clear call to action and its purpose is to guide the audience member to make their own educated decision.

This all connects back to copywriting. 

It is not convincing someone. It is not manipulating someone. It is educating someone so that they can make the best decision for themselves. In the end, it really is about connected to brand strategy right into your brand storytelling. You need to understand all these pieces before you even consider writing or creating your first piece of marketing material. 


If you are creating content without a clear brand message, then most of the time. No matter how much content you produce, it will probably not convert unless you have awesome paid ads and funnels, and automation. But usually, only really big types of companies have this type of budget. If you do not have this type of budget then you need to rely on strong organic and strategic content. If you don’t have a clear brand message and communication strategy then no matter how much content you produce, it probably won’t connect to your audience in the way that you are want to because your message is unclear. 



Cassandra always tries to lay down the brand’s message first, which is a mission statement or, the goal purpose, the why of their brand, who they are, what they do, who they help, how they help, why they help. 

She then focuses on the story. This is because you can’t really shape or figure out the story that you want to tell until you understand what is the message that you want to actually share. 

Once you understand the brand message, it’s often followed by the story and an understanding of who your ideal clients are, what they need, what are their goals, their vision, and then the services or packages, programs, products that you offer. 


Cassandra and I talk more about strategic content and then we discuss what is the difference between hiring a content writer versus hiring a copyrighter and what you really need to look at and what are the type of questions you need to ask when trying to craft your brand message. 

Hit play on the episode above for the full conversation on storytelling, strategic content, hiring a copywriter, and what you need to be able to produce branded content that your audience wants and needs.