Why storytelling works for Brands.

English Wheel Fabrication

Not so long ago I woke up with a really strong desire to tell peoples stories through video. Now I don’t know where that came from, but it was a very clear message – I wanted to tell authentic stories that would make those watching have an emotional response.

I have been telling stories for years as a photographer, but video is a completely different animal. Using sound, lighting, composition and a compelling story was something that gave me a new sense of urgency to my life – an exciting new direction if you like.

I want to make these stories for Brands, for small businesses, individuals as well as NGO’s to provoke thought, build real connections, shift behaviour and drive change. I know why storytelling works for brands, and have found some scientific reasoning to back it up.

I want to be involved in telling those stories, and would love to help you tell your story.

Your brain loves a good story.

Many business people have already discovered the power of storytelling in a practical sense – they have observed how compelling a well-constructed narrative can be. But recent scientific work is putting a much finer point on just how stories change our attitudes, beliefs, and behaviours.

According to the scientists, we know that people are substantially more motivated by Brands or organisation’s transcendent purpose (how it improves lives) than by its transactional purpose (how it sells goods and services). Transcendent purpose is most effectively communicated through stories – for example, by describing the hopeless situations of actual, named customers and how their problems were solved by your efforts.

Make your audience empathise with the pain the customer experienced and they will also feel the pleasure of its resolution – all the more if some heroics went in to reducing suffering or struggle, or producing joy.

In short, when you want to motivate, persuade, or be remembered, start with a story of human struggle and eventual triumph. It will capture people’s hearts – by first attracting their brains making consumers a lot more likely to buy from you.

During the process of filming and editing Harry’s story, I was so captivated that I became convinced I needed a 1968 Porsche 911.

Here’s why you should be telling people your story.

No-one likes adverts.

Be honest now, do you skip the adverts on TV? What about “sponsored posts” on social media. These days very few adverts are even worth the money that was spent on them and consumers resent them. But they don’t have a problem engaging with a compelling story. It is our jobs as content creators to help Brands find the story and connect their audiences in an authentic way.

Communicate brand values.

Social and environmental responsibility are becoming increasingly important to consumers and they are more likely to support brands that share their values. Storytelling is a powerful way to communicate these values and show how your brand is making a positive impact in the world.

Make your brand memorable.

A great story told well will almost certainly help your brand stand out in todays cluttered advertising and marketing content. It helps your audience to focus on your brand or product above others.

Trust and likability.

Empathy is key in your campaign. It helps to make your brand more trustworthy, relevant and liked by your audience.
I truly believe that now more than ever consumers are hungry for emotional connections and there is no reason why brands cannot also evoke that kind of support.

Build a brand community through stories.

Storytelling can help create a sense of community by sharing stories that resonate with the audience. These deeper connections with customers are far more valuable than selling them a product or service.


I really would love to help you tell your story.


Quintin is a highly experienced Photographer and Creative Director with a 30 year history of working in the Advertising & Photography industry. With skills in Commercial PhotographyPortraits and Corporate HeadshotsInteriors and Architecture PhotographyFood and Beverage photography and Video Production, he brings a huge amount of value to your project.

With a list of Advertising Industry Awards and an even longer list of assignments in Johannesburg, across South Africa and Southern Africa, Quintin Mills has gathered valuable experience which he brings to his photographic services. When you work with Quintin you know he is going to deliver to the best of his abilities and provide top class imagery for your brand.

Quintin works as a Johannesburg Photographer and Videographer, but also works in Pretoria, Sandton as well as the rest of South Africa and Southern Africa.

You can request a Photography or Videography quote here for your next project.

Quintin Mills Canon Evangelist

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