Written by Ria McKelvey, Copywriter & Brand Strategist
Ria McKelvey is a Brand Strategist and Copywriter who draws on 20+ years in fashion, beauty, and lifestyle to help brands deeply understand their target market. Through strategic insights and the power of words, she enables brands to connect meaningfully with their audiences and drive success.
In today’s competitive lifestyle, fashion and beauty markets, startups need more than a great product to stand out. They need a compelling story that resonates with customers and turns casual buyers into loyal ambassadors. Brand storytelling isn’t just a buzzword; it’s the key to building emotional connections that inspire action around your mission. Here’s how your startup can use storytelling to make an impact.
8 step guide for startups to connect emotionally with customers
1. Step into your customer’s shoes: Understand their story
To connect emotionally, you first need to know who you’re talking to. Understanding your audience’s values, pain points, and aspirations is the foundation of effective storytelling. How to understand your audience:
Create customer personas: Identify your ideal customer’s demographics, lifestyle, and challenges. Are they eco-conscious millennials seeking sustainable fashion? Are they professionals looking for high-quality beauty products that simplify their routines?
Ask for feedback: Use surveys, social media polls, or direct interviews to understand what matters most to your audience.
By knowing your audience, you can tailor your story to reflect their needs and values, making it deeply relatable.
2. Your brand’s beginning: Tell a story that resonates
Every startup has a story to tell. Sharing the “why” behind your brand’s creation helps customers connect with you on a human level. Key elements of an engaging “Behind the brand” story:
The problem: What gap or challenge inspired your brand?
The spark: What event or insight led to your brand’s creation?
The solution: How does your brand solve the problem differently or better?
The bigger picture: What mission or movement is your brand part of?
Example:
When I noticed how much fast fashion harms the planet, I knew there had to be a better way. With no design background but a passion for sustainability, I launched [Your Brand Name] to create timeless, eco-friendly pieces that make a difference.
3. Define your mission and vision
Your story should have a clear purpose that inspires your team and customers. Mission vs. Vision:
Mission: What does your brand stand for today?
Vision: What impact do you hope to create in the future?
Example:
Mission: To create beauty products that celebrate natural ingredients while empowering women globally.
Vision: A world where beauty is ethical, inclusive, and sustainable.
Articulated values help position your brand as more than just a product; you’re a part of something bigger.
4. Use relatable, emotional themes
Great brand stories tap into universal emotions like hope, pride, fear, or joy. These emotions make your fashion, beauty and lifestyle brand’s narrative unforgettable. How to apply emotional themes:
Identify the emotional driver of your story (e.g., empowerment, nostalgia, belonging).
Weave these emotions into every brand touchpoint, from website copy to social media captions.
Example:
A sustainable fashion brand could focus on themes of hope and action, emphasizing how each purchase contributes to a better planet. Think of Nike’s 'Just Do It'; it’s more than a slogan; it’s a call to action that taps into determination and resilience. When customers feel something, they remember it. Whether your brand story centers on empowerment, nostalgia, or sustainability, emotional storytelling creates a lasting impact.
5. Spotlight real people
Authenticity shines when you highlight real stories. People connect with people, so showcase the humans behind your brand. Ideas for authentic storytelling:
Founder Stories: Share your personal journey as a founder.
Customer Stories: Feature how your product has positively impacted customers.
Team Stories: Highlight the people behind your brand to humanize it.
Example:
"Meet Sarah, who felt beautifully confident wearing our eco-friendly dress to her friend's wedding."
6. Align storytelling across channels
Consistency is key. Your story should be recognizable and cohesive, no matter where customers interact with your brand. Tips for consistent storytelling:
Use storytelling in your About Page, Social Media Captions, Email Campaigns, and even Packaging.
Ensure your tone and values are reflected in every piece of content.
Example:
If your story revolves around sustainability, include a card with every product explaining the eco-friendly production process.
7. Engage customers through interactive storytelling
Brand storytelling isn’t just about sharing your journey; it’s about inviting your audience to be part of it. When customers feel included, they become emotionally invested, leading to stronger brand loyalty. How to engage effectively:
Encourage participation: Use Instagram polls - Q&A stickers, social media platforms and LinkedIn posts to ask for opinions, sparking conversations around your brand values and mission.
Let customers shape the story: Create interactive experiences where they make choices such as voting on product features, naming a new release, or co-creating campaigns.
Host storytelling challenges: Invite customers to share how your product or service has impacted their lives, turning testimonials into compelling user-generated content.
By making storytelling a two-way conversation, you build a brand that feels personal, relatable, and community-driven. Glossier, for example, built a cult following by including customers in product development. Through social media polls and open feedback loops, customers felt like co-creators of the brand. The result? A loyal community that advocates for the brand organically.
8. Keep evolving: Measure, adjust & refine
Storytelling is an evolving process. Track your efforts and refine your approach based on what resonates with your audience. Metrics to monitor:
Engagement (likes, shares, comments) on social media posts.
Website analytics to track time spent on storytelling pages.
Direct feedback from customers about what they love about your brand’s story.
Your brand’s story is what sets you apart. Are you ready to tell it in a way that resonates? Share your thoughts and reach out for expert help in crafting a story that turns customers into ambassadors.
Read more from Ria McKelvey
Ria McKelvey, Copywriter & Brand Strategist
Ria McKelvey draws on her experience in fashion design and brand ownership to empower brands with the strategic insight they need to thrive. By helping clients understand their target market, she ensures each brand voice resonates authentically. Working across fashion, beauty, and lifestyle, Ria specializes in using the power of words to forge connections that drive results, turning thoughtful storytelling into a tool for engagement, loyalty, and business success.
