Best Practices For Visual Storytelling In Advertising

Attention is Transactional. Emotion is Transformational. Most brands chase attention. The best brands? They create a connection. In today’s noisy marketplace, people don’t remember campaigns; they remember how you made them feel. ↷ And that emotional recall isn’t accidental. ↷ It’s strategic, thoughtful, and deeply human. 👉 Here’s how bold brands build emotional resonance: ✅ The Brand Feeling Loop (Framework): Trigger: What moment initiates the emotional connection? Emotion: What feeling are you intentionally sparking? Action: What behavior does that emotion inspire? Memory: How does that experience linger in their mind? Brands that design experiences using this loop create relationships, not transactions. ✅ Storytelling Pyramid (Model): Base (Relatability): Stories that mirror the audience’s hopes, fears, and dreams. Middle (Emotional Tension): Build stakes. Make them care. Peak (Transformation): Show the emotional payoff or resolution. When you climb this pyramid, you don't just sell, you create belonging. ✅ The Sensory Branding Map (Model): Great brands don’t just speak; they immerse. Sight: Colors, visuals, design consistency. Sound: Sonic branding, tone of voice. Touch: Packaging, physical experiences. Smell/Taste: (If applicable) Deep, primal connections. Emotion is built through multi-sensory storytelling, one memorable detail at a time. 👉 YOUR TURN: 𝗪𝗵𝗮𝘁 𝗯𝗿𝗮𝗻𝗱 𝗿𝗲𝗰𝗲𝗻𝘁𝗹𝘆 𝗺𝗮𝗱𝗲 𝘆𝗼𝘂 𝗳𝗲𝗲𝗹 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗴𝗲𝗻𝘂𝗶𝗻𝗲? → Post a photo or share a story of a branded experience you loved in the comments! (I'm collecting examples for a future post!)

If your story doesn't hit in the first 5 seconds It's Over You don’t get minutes to earn attention anymore. You get moments. That’s why the best ads today don’t start by selling. They start by storytelling, fast. Take this campaign: It opens like a zombie thriller. Not a product demo. Not a stat dump. Not a polished brand shot. But a story that grabs your brain before it even knows what it's watching. So why does it work so well? 📌 It uses genre to create instant tension Within seconds, we’re in a world. It’s not just an ad, it’s a scene. A story. One you can’t look away from. 📌 It anchors emotion before explanation We feel before we understand. That’s what powerful stories do 📌 It educates through narrative By the time we realize the message (synthetic materials take 200+ years to decompose), we’re already emotionally invested. 📌 It aligns cause with creativity This isn’t preachy. It’s precise. The storytelling is the message. The product is the punchline. Want to build content that hits like this? Here’s a storytelling framework to try: 1️⃣ Hook with conflict Every good story starts with tension. Show us something broken, scary, or just plain weird. Make us lean in. 2️⃣ Introduce transformation What changes? What insight or solution comes next? Keep us moving through the arc. 3️⃣ Reveal your message last Don’t start with “what”, start with “why care.” Let the product or idea emerge from the emotion. 4️⃣ Make it feel cinematic Use sound, visuals, pacing, not to show off, but to bring your audience into the moment. 5️⃣ Keep it short, sharp, and story-first We’re in the TikTok era. But attention spans haven’t died, they’ve just gotten pickier. Stories still win. Always. The best storytelling doesn’t sell the product. It sells the belief behind the product. And if you want your brand to rise above the noise Stop pitching. Start telling better stories. #storytelling #branding #sellwithstories #marketingtips I share storytelling and creativity to help you and your company sell more and grow. Let's Connect! 1. Try my other course on LinkedIn Learning: https://lnkd.in/gTh8R5Mc 2. Join 10,000 others learning weekly growth tips at: https://lnkd.in/eCDKabp2 Use the 3-Act E.P.I.C Structure to turn stories into sales: https://lnkd.in/e9_eczTG 3. 3 Ways To Grow Guide: https://lnkd.in/gZaq56hT (no sign-up needed)

Your product is not boring, Your way of selling is. Have you ever watched a commercial that made you feel connected to your community? This cement ad does just that, and it’s truly inspiring. This cement company has captured attention for its innovative storytelling and emotional resonance, showcasing how even "boring" industries can create impactful narratives. Here’s a breakdown of what makes this advertisement exceptional and why every marketer should take note. 1. Engaging Hook The commercial opens with a scene that sparks empathy. Viewers relate to seeing a visually impaired person navigating the streets. This connection makes the audience curious about solutions in their own cities. 2. Compelling Story Structure The story has a clear goal of helping visually impaired people reach their destinations. The challenge is the absence of a navigational system. This relatable conflict keeps viewers engaged. 3. Character-Driven Approach Sol, the cement company, becomes a character in the story. This humanizes the brand and makes it memorable. Sol helps the protagonist (the visually impaired person) overcome obstacles. 4. Element of Surprise At 55 seconds in, the ad introduces a clever solution for the visually impaired. This twist captivates viewers and showcases the brand's creativity. It reinforces that traditional industries can make a real difference. 5. Human-Centric Focus The ad features real people in Peru navigating their streets. This focus on human stories makes the message relatable and impactful. It highlights the brand's commitment to improving lives. 6. Strong CTA The ad concludes with a clear message: people are at the center of the story. Obstacles are overcome, and the impact is clear. This leaves viewers feeling hopeful and inspired. This cement company's advertisement demonstrates how effective storytelling can elevate a brand's message. Video Credit: Sightwalks- Cemento Sol/ Circus Grey Perú Youtube #Advertisement #Marketing #DTC #Ads