Can you hook people in with your brand story? if not, you’re in trouble.


I tell stories for a living. And sometimes I get to tell great ones!

Can you hook people in with your brand story? if not, you’re in trouble.

My kids laugh when I say I tell stories for a job. They laugh even more when I say I help other people tell their stories.

I get it, it’s funny. They get my stories for free every night and are curious how I can make a living telling other people’s stories. Why would someone pay me to tell a story?

But that is what I do. I tell stories to shape people's perceptions and influence their actions. And sometimes I am lucky enough to tell really special stories.

Before I tell you one of those special stories, let me ask you a question. 

Do you know your story? 

If I asked you over coffee would you be able to tell me your organisation's story in a way that would stir interest and excitement? Could you hook me in? 

What if I visited your website? Or read your brochure? Or checked out your social media? Is your story clear? Is it compelling? 

If not you are in trouble. Let me say that again. If not you are in trouble.

As a company or organisation, even as a sole trader, your story is your greatest asset. You need to know what it is and how to tell it. Not just once, day in day out through lots of small stories that together make up your big story. They are the tiles to your brand’s mosaic.

The small stories can be anything that communicates what you do and the value you offer. A letter from a happy customer, a story of a changed life, an image of your product in the hands of a fan. You get the idea.

The way to hook people in, create interest, form what they think about your brand and ultimately to stir action is through your story. If you and your colleagues do not know what it is or how to tell it I encourage you to make it a priority and invest in it. You will not regret it and will see results immediately. 

Here's a special story

A few years ago I and two of my old work mates were invited to tell a series of stories for Cerebral Palsy Alliance. We spent two long days filming and listening to some of the most inspiring people I have ever met. Hearing their stories of pain, hardship, passion and determination was both energising and draining. They made me laugh and cry, a lot.

Can you hook people in with your brand story? if not, you’re in trouble.

The project was part of an initiative by CPA to tell stories that people needed to hear.

The 14 people we interviewed covered all age ranges and life experiences, including paralympians, musicians, students and successful business people. They spoke about their hopes, achieving their goals, coping with discrimination, as well as offering advice on how to build confidence and push past life’s obstacles. These are the tiles of CPA’s mosaic. 

The struggle with editing was choosing what not to include, as every person had a unique story worth sharing. And because we did not have the luxury of filming their everyday lives, we incorporated animation to visually support their stories and emphasise key points.

Here is one of the six videos we produced - 

Your story is your most powerful and influential asset. It will hook people in and ultimately stir positive action.

If you would like to chat about your story, let me know. The first conversation is on me.


Darryn Altclass

Brand & Marketing Consultant at

I am very lucky to work as a Brand & Marketing Strategist for a number of small businesses in Sydney - XYZ, The Learning Community and Website in a Weekend. All my work is focussed on telling the right story to the right people on the right platforms to get the right action. And I feel very blessed as I absolutely love what I do.

Comments (1)
Darryn Altclass

Darryn Altclass, Brand & Marketing Consultant at

not sure why the video link is not working. I will attempt to get this fixed asap. Apologies