Harnessing the Power of Storytelling to Elevate Your Personal Brand

Discovering the Power of Storytelling

Recently, I picked up a book that’s had a big impact on how I think about branding and connection, How Your Story Sets You Free by Heather Box and Julian Mocine-McQueen.

As someone working across marketing and design, it struck a real chord with me.

What stood out most was this: storytelling isn’t just about sharing what you do, it’s about sharing who you are.

This is something I’ve been looking into more with Crafty Penguin and in how I show up online, especially on LinkedIn and here on my website.

Why Storytelling Matters in Marketing and Branding

In today’s digital world, we're surrounded by content. But it's the real stories that cut through the noise. Storytelling builds trust, creates emotional connection, and helps people remember who you are.

When I started sharing more about my own journey, my challenges, growth, and the things that inspire my creative work, I noticed people responded.

It reminded me that:

• People relate to vulnerability more than perfection.

• Authentic stories make brands feel human.

• Your personal story sets the tone for your business values.

  
  

Key Elements of an Effective Story

If you're trying to build a personal brand, or just connect more meaningfully with your audience, your story is your most powerful tool.

Here are four storytelling elements that I’ve found most impactful:

1. Your ‘Why’

Why do you do what you do? What motivates you each day? Your purpose matters.

2. Turning Points

What moments have shaped who you are? These could be career changes, lessons learned, or even struggles you’ve overcome.

3. Values

What do you stand for? These values should guide your tone, your decisions, and how you present your brand online.

4. Voice

Your voice is how your personality comes through. Whether you’re bold, calm, friendly or professional, consistency is key.

My Personal Marketing and Design Journey

For those who don’t know me yet, I’m Louise, and I run Crafty Penguin, a creative business that blends graphic design with strategic marketing.

Over the past few years, I’ve invested in growing both my business and personal brand. Along the way, I’ve been learning to share my journey more openly. From new courses I’ve taken, to lessons I’ve learned in building Crafty Penguin, every chapter adds something to my story.

And that’s exactly why I’ve started sharing more on LinkedIn and here on my site, because behind every brand is a real person with a real journey.

Why You Should Start Sharing Your Story

If you’re working in marketing, design, or any creative field, your personal brand is one of your most valuable assets. And building it starts with showing up as you.

When you share your story, you:

• Set yourself apart from others

• Show your values and personality

• Attract the right clients, opportunities, or connections

  
  

The truth is—your story is more than content, it’s your brand advantage.

Start Where You Are

You don’t need to have it all figured out. I didn’t either. But starting with where you are right now can be powerful. You never know who you might inspire.

So here’s my challenge to you:

Think of one moment that shaped your creative or career journey. Share it on LinkedIn. Add it to your website bio. Or even jot it down privately to reflect on later.

The more we own and share our stories, the more freedom and clarity we gain.

Final Thoughts

How Your Story Sets You Free reminded me that storytelling isn’t just a marketing strategy, it’s a personal growth tool. It brings authenticity into everything you create, and that’s what makes brands stand out.

If you’d like to follow along as I continue to grow in marketing and design, keep checking back here or follow me on LinkedIn. You’ll find more insights, resources, and behind-the-scenes moments from my journey.

Let’s keep building brands that are real, bold, and human, starting with your story.

Louise Cranstone-Spooner