Introduction: What Can Go Wrong in Brand Storytelling
Brand storytelling is one of the most powerful strategies to connect a business with its audience. But instead of focusing only on success stories, it’s important to understand the most common mistakes made when telling a brand’s story. These errors can have a serious impact on communication—after all, messaging defines the success of any business.
In this article, we explore frequent brand storytelling mistakes and share tips on how to avoid them, helping you build a more consistent, authentic, and effective narrative.
1. Focusing Only on the Product Instead of the Customer Experience
It’s natural to want to tell the story of the product or service being offered. However, what really drives results is highlighting the experience and transformation it brings to people’s lives. The goal of brand storytelling is to show how someone’s life improves when they choose your product or service.
In my opinion, we’re all a bit lost in this noisy world. Information overload and constant stimulation make it hard to see clearly.
So if someone is scrolling on their phone and sees just another ad, it probably won’t help. We need a creative and differentiating element—something that breaks the routine. A well-told story can cut through the noise and standardization of content.
2. Being Inconsistent with the Brand Identity
A common mistake is telling a story that doesn’t align with the brand’s identity. Inconsistency can confuse consumers and damage credibility. It’s not unusual to find brands that claim to be friendly and accessible but communicate in an elitist tone.
It’s important to define what the brand *is*—its values and mission. Often, the problem stems from a fear of taking a clear stance in the market.
It takes courage to own who we are. That applies to brands—and to life. And it’s the only way to attract the right people.
Making bold communication choices isn’t always easy, but it’s necessary. Don’t be afraid to admit that your business targets clients with a monthly revenue of €20,000. I’ve seen cases like this.
Ultimately, every entrepreneur has the freedom to choose their niche and ideal client. So be bold: define who you are and who you want to reach through your brand.
3. Ignoring the Target Audience
Some brands create stories without considering the needs, desires, and expectations of their audience. Without a clear audience, storytelling becomes ineffective.
Here at Pássaro Amarelo, one of our biggest challenges was precisely this: Who was our audience? We had to run surveys, test ads, make mistakes, refine, and reposition our brand. Today I can say with confidence: not every client is for us. And that’s okay. You must be intentional about who you want to reach—because attracting the wrong audience can hurt your business.
4. Using Jargon or Overly Complex Language
In my experience, it’s essential to avoid using overly technical or complex language that makes your message hard to understand. People want access to knowledge in a clear, approachable way.
This can be hard when running a business. Customers don’t need to understand the technical side—but they must feel like they do. That’s very different.
That’s why storytelling is so helpful: it allows you to explain your mission and purpose in a way that’s simple and inspiring. Here at Pássaro Amarelo, we have a unique service in Portugal called ‘Escrita que resolve’—writing that solves. It helps people deal with daily challenges using simple, direct language.
5. Lacking Authenticity in the Story
Avoid telling stories that aren’t true or feel exaggerated and disconnected from reality. Authenticity is key when sharing your brand’s journey.
Don’t confuse the effect of a false story in your personal life with the professional consequences. You might get away with exaggerating your cooking skills with friends, but in the market, a dishonest message can destroy customer trust forever.
6. Telling Too Many Stories at Once
Avoid trying to tell too many stories at the same time. Your brand’s narrative should have a central theme so your audience can clearly remember you.
Storytelling is a powerful tool—especially for small businesses without big budgets. But it needs to be used carefully and consciously. As the saying goes, we shouldn’t play with people’s emotions.
7. Not Adapting the Story to Each Platform
Every communication platform requires a different approach—whether visual or verbal. Instagram is great for visual content, Facebook allows for longer text, and your blog is where you can tell your brand story in full.
Always adapt your storytelling to suit the platform and your audience’s expectations.
8. Ending Without a Clear Call to Action (CTA)
Never end your story without a call to action. Otherwise, even the most beautiful narrative may not lead to meaningful engagement.
Speaking of which—have you checked how Pássaro Amarelo can help you tell your story more effectively? Just click here to learn more!
