Storytelling marketing is a tactical approach that uses narrative to emotionally engage audiences. It’s about crafting stories that spark connection – whether that’s through a campaign, a brand film, social content, or a founder's journey. The focus is on emotion, memorability, and engagement.

Brand communication strategy, on the other hand, is the strategic foundation that defines how your brand speaks, behaves, and connects across all touchpoints. It includes your tone of voice, messaging hierarchy, narrative frameworks, and positioning. Its role is to create clarity, consistency, and cohesion – internally and externally.

In short:
Strategy sets the direction.
Storytelling brings it to life.

Both are essential – and when done right, they feed into each other.

Because people don’t just remember what you do – they remember how you made them feel. Storytelling turns strategy into meaning, emotion into identity. In an oversaturated market, it’s not facts that stick, but stories.

Both. I support brands from foundation to execution: brand narrative, messaging frameworks, tone of voice – but also campaign concepts, directional copy, and creative guidance to ensure consistency across touchpoints. From manifesto to Instagram caption.

I partner with brands that think deeply and feel boldly – from luxury and lifestyle to culture, innovation and wellness. My sweet spot? Where strategy, creativity and cultural relevance intersect.

Success is about more than just numbers. Of course, I look at engagement, reach, and conversion – but as a creative strategist, I also measure success on deeper levels:

Resonance – Does the story stick? Is it connecting with the right audience?

Consistency – Does it align with the broader brand architecture and experience?

Relevance – Is it in tune with cultural context and consumer shifts?

Impact – Has the brand claimed a stronger space in both mind and heart?

The true power of a campaign often lies in what it triggers – not just what it delivers.