Great storytelling builds trust—or breaks it. Your move.

With great power comes great responsibility.

This timeless statement applies to storytelling, especially in branding. Stories shape beliefs, stir emotions, and influence behaviours.

What if that power is misused?

Brands today shape culture and society through their narratives. That’s why ethical storytelling matters. Honest, authentic, respectful and transparent. Because trust, once lost, is hard to regain.

Too often we see brands “storywashing”, spinning tales of values they don’t live or exploiting emotions without care.

Think about the backlash when a “real” customer turns out to be an actor, or when a cause campaign feels performative rather than purposeful.

Audiences crave stories rooted in truth and consistent actions.

Ethical storytelling also means respecting your audience’s emotional wellbeing.

Avoid stereotypes, seek consent when sharing real people’s stories, and steer clear of manipulative tactics. It’s about empathy and inclusivity, not just impact.

Brands like Patagonia and Dove show us the way by aligning powerful stories with genuine values and sustained action.

So then, how do you ensure your brand stories uphold ethical standards?

Storytelling for Brands. The most powerful marketing tool of all. Granger, Kris. | https://lnkd.in/eYY8xW24

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