Service · Storytelling
Storytelling and brand narrative
Finding the story worth telling.
Brand storytelling organises facts, ideas and messages into a narrative people can understand and remember. At Mariona Agency we work with the reality of each company to find what has value and how to explain it. We turn that thread into useful arguments for a website, a presentation, a campaign or a sales conversation.
Making sense of what already exists
Many companies have experience, knowledge and good reasons to be chosen, but present them as a list. Others pile up messages that sound good and say little about how they work. The narrative connects what the organisation does with what matters to its audiences.
We look at the origins, the offer, the decisions and the projects that can support that story. We choose a point of view and organise the information without inventing milestones or promises. The brand voice has to be recognisable and, at the same time, natural for the people who will use it.
How we think about storytelling
Every organisation has stories. The challenge is choosing which one to tell.
We join the facts that matter into a narrative with an origin, tension and meaning.
That way, the same narrative works for the website, the presentation and the conversation.
Animation: scattered facts are joined by a line that turns them into a narrative with an origin, tension and meaning; the same narrative then appears at once on a website, in a presentation and in a conversation.
Clear Flow and Human First
A clear narrative puts everything else in order: what is said first, what is left out and what is repeated. We work with the organisation’s facts, without embellishment, until we find the idea that explains them.
Stories are told to people, and by people. We write so the team can tell them in their own words, and so whoever is listening can see themselves in them.
What we build
Central idea and narrative
We define the thread that connects the company’s purpose, its contribution and the way it acts. A foundation that helps decide what to tell in each situation.
Messages and arguments
We develop key messages, explanations and the evidence available. We set levels of depth for a short presentation, a service page or a sales document.
Tone of voice
We define how the brand expresses itself, through principles and examples. The language adapts to the channel and to the person on the other side, while keeping a shared personality.
Applying the narrative
We carry the narrative into the agreed content: website, company profiles, presentations or campaigns. We test that it works for the team’s real communication needs.
A story that stands up to questions
A good narrative lets you go deeper: behind every statement there is an explanation, a decision or a project that supports it. We distinguish facts, aspirations and commitments so the communication is credible. We also make sure different spokespeople can share the same argument without having to memorise a rigid script.
How we work on the narrative
Understand
We listen to the company and gather facts, materials and references.
Clarify
We choose the central thread and the messages that need priority.
Design
We write the narrative and its applications at different levels of reading.
Refine
We check tone, clarity and accuracy with the people responsible for the content.
Launch
We hand over the texts and usage guidelines planned for the team.
Related work
Positioning and identity
Tutichip
For Tutichip we worked on positioning, the rebrand and the visual identity. The brand platform connected the company’s know-how with the way it treats its customers; the graphic system grew out of the silhouette of its own snacks.
See the project: TutichipQuestions about storytelling
Do we need a long story about the company?
No. The length depends on the context. Sometimes a short explanation of what the company contributes today is more useful than a chronology. The narrative has to help the reader understand why the brand is relevant.
What is the difference between storytelling and copywriting?
Storytelling defines the narrative thread and how the messages relate to one another. Copywriting turns that into text for specific pieces and objectives. Both can be developed within the same project.
Can you work with a technical or B2B brand?
Yes. The challenge is usually to organise knowledge and explain why it is useful without losing precision. We start from approved content and adjust the depth to each audience.
Let’s find your own way of explaining what you do
Tell us what sets you apart and what is hard to get across. We’ll build a narrative your team can make its own.
Let’s talk about your brand story