Storytelling is a way of conducting brand communication with customers, which is often referred to as narrative marketing. When properly selected and constructed, it can also become a fantastic form of advertising that differs significantly from standard promotional methods. This is because in storytelling, everything is based on a story whose main task is to stimulate the imagination, move and evoke emotions. In many cases, recipients can identify with the characters introduced in the narrative, which has a positive effect on remembering such subtle advertising.

The story can take a variety of forms, most notably: textual, visual or audiovisual. In the vast majority of cases, it is the latter that works best, as they still have an intense effect on the senses. Thanks to emotional and sensory stimulation, a bond begins to form between the brand and the audience, which positively influences the image of the company or the trust that customers have in it.

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