Brand narratives: A strategic lever for transformation

Your brand story is a strategic asset, and a potential liability. AI can churn out thousands of words, images, and videos in seconds…but without a clear, coherent narrative, even the strongest business message will get lost in the noise.

Narrative isn’t a marketing add-on, it’s what connects strategy to stakeholders. Customers, employees, investors, and regulators are more demanding than ever. Trust is fragile. Digital habits are shifting. Reputational risks can escalate overnight. A strong narrative anchors your brand in this volatility and helps your organisation speak with one voice.

A 2023 Journal of Marketing Analytics study found that storytelling strengthens both rational responses, like brand identification, and emotional ones, like brand affection. We’ve seen it in action. In a transformation programme for an Irish pillar bank, a fresh narrative helped drive a 72% contact rate with a previously disengaged customer cohort, compared to BAU norms of just 6–11%.

Own your story, or risk being defined by someone else. AI and digital disruption aren’t slowing down. The leaders who thrive will be the ones who adapt with clarity. Your brand narrative isn’t a side project, it’s a strategic enabler.

Why brand storytelling matters: A strategic asset for transformation

A brand narrative defines who you are, what you believe, and how you connect with customers. It aligns your purpose, tone, and values into one clear message. Nail it, and customers become advocates.

Why now

AI has changed the content landscape. The explosion of generative AI has flooded digital channels with generic, low-quality content. Narrative is now your only differentiator.

Consumer trust is shifting. Audiences are increasingly skeptical of what they see online. They’re looking for authenticity, consistency, and values they can believe in. A strong narrative builds trust, and trust drives conversion, loyalty, and resilience.

Digital habits are evolving, fast. The way people discover, engage with, and evaluate brands is changing. Search is fragmented, social is influential, and attention is scarce. A strong narrative ensures your brand shows up consistently across channels.

Narrative is a multiplier, not a silo. For CEOs and CFOs, the brand narrative is a strategic enabler. It underpins everything from product positioning and talent attraction to investor communications and customer experience. 

The cost of inaction is rising. We’ve seen brands lose ground not because they lacked capability, but because they lacked clarity. Competitors who’ve invested in narrative are moving faster, aligning teams better, and converting more efficiently. The longer you wait, the harder it is to catch up.

Grant Thornton’s approach

At Grant Thornton, we believe that every communication is an opportunity to deepen the brand narrative. 

We embed narrative into transformation, not around it.
Unlike traditional agencies, we embed narrative into the architecture of transformation. We don’t just tell stories; we build strategic clarity that drives measurable change. 

Case in point:

• AML Remediation Programme for State-Owned Agency. 
• A radically different approach to language, tone and content led to a highly successful engagement rate. 
• Successful engagement with 89% of campaign customers (versus BAU norms <30%).
• Positive customer feedback received, with zero complaints.
• AML data updated for successful future customer engagement.
• Staff empowered with new tools and messaging.

We’re trusted by transformation leaders.

Our clients don’t just come to us for campaigns, they come to us when the stakes are high: new leadership, strategic pivots, reputational risk, or major change. With our deep sector experience across regulated industries, we understand both the narrative and the business context it needs to serve.

We make narrative operational.

We don’t stop at storytelling. We embed narrative into leadership communications, employee engagement, product positioning, investor relations, and customer experience, ensuring consistency and impact.

We’ve seen what happens when it’s missing.

In the last 12–18 months, we’ve helped clients recover from fragmented messaging, internal misalignment, and stalled transformation efforts, all rooted in the absence of a clear, unifying story. We know how to fix it, and more importantly, how to prevent it.

Elements of an effective brand story

Start with clarity and consistency, starting with a clear purpose, vision, values and personality. Make it evident in every customer interaction.

Example: A client acquired a €5bn mortgage portfolio. We crafted simple, customer-first messaging to reflect their values of putting customers first and removing complexity.

Make it customer-focused and emotional

Focus on solving customer problems, rather than pushing your products or services at them. 

Example: We helped a financial services firm simplify messaging for a new payment feature. Instead of technical jargon, we focused on benefits which landed well with both customers and in the media: “An easier and faster way to pay family and friends in your mobile app.” 

Your brand’s history can strengthen emotional connection, showing how you’ve evolved and what sets you apart. Create an emotional connection and your customers are much more likely to connect with your brand and become loyal fans. 

Example A retail bank revised apology messaging from passive to human: 'We’re sorry. Here’s what happened, and what we’re doing to fix it.' Result: low complaint levels and positive reception.

In the 2023 Journal of Marketing Analytics Study, ‘The Influence of Storytelling on the Consumer–Brand Relationship Experience’ found that:

Know your brand inside and out

Define your brand’s voice and tone and be consistent with this across all platforms. Ensure your brand visuals, from logos to colours, align with your story. 

Grant Thornton’s colour purple reflects wisdom, creativity and leadership. Our Möbius-inspired logo (a one-sided continuous loop), introduced in 2008, symbolises infinity and unity: reflecting the different perspectives that we bring together to provide a seamless service for clients.  

Authenticity isn’t optional. If your story doesn’t ring true, your customers will hear it, so make sure your actions match your message. Empower your employees to embrace your brand’s story in every customer interaction.

Nail your narrative and it’s easier for your customers to remember and recognise you. Consistency in your story builds recognition and trust. When your messaging is aligned, your customers feel more confident in your brand, leading to greater loyalty. A well-crafted story helps your brand stand out and fosters long-term engagement.

Strategic risks of a weak narrative

1. Erosion of customer trust: Customers can spot inauthenticity fast. Overcomplicating the story is confusing, making it hard for customers to connect to your message. Sticking to the same old story, without showing evolution, will outdate your brand and, you risk being left behind. Failure to focus on your customer’s needs will always just feel like a sales pitch.
2. Reputational damage: Over-promising, inconsistent messaging and weak visuals all undermine credibility. Your actions must match with your brand’s story, or your customers may walk elsewhere.
3. Build a story that works hard: A great brand story doesn’t just build trust, it drives loyalty, unlocks growth, and sets your business apart. Stay true to your purpose, stay consistent, and your story will deliver lasting success.

But even the best story can fall flat without the right people to deliver it. Whether you need short-term expertise or a longer-term workforce strategy, our flexible solutions can help you align with your brand and business goals.

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