The purpose of gatekeepers in authentic brand storytelling

In a world flooded with content, the need for gatekeepers in brand storytelling has never been more crucial. Authenticity is the currency of trust, and brands that curate meaningful stories can build lasting emotional connections with their audience.

During the recent Breakthrough Sessions 2024 on Crafting Narratives: Turning Brands into Beloved Stories, industry experts discussed the essential elements of brand storytelling that drive passion and loyalty. Speakers Samantha Finnegan, Founder of Madebox, Sonia Clarke, Principal of Clever Manka, and Jocelin Abbey, Head of Audience Development at Mamamia, shared their unique perspectives on how brands can transform their narratives into a movement.

The Power of Storytelling: Building Emotional Connections

“People want to connect with real people,” said Samantha Finnegan, reflecting on her experience with Madebox, a corporate gifting solution that features small-batch makers from across Australia. For Finnegan, storytelling has been central to Madebox’s mission of supporting small businesses, especially after the challenges of bushfires and prolonged lockdowns. “We frame up the story of small-batch makers and present them in a way that makes it really uplifting. We hope people connect with them on an emotional level.”

Finnegan’s approach demonstrates the need for brands to focus not only on selling a product but also on creating a deeper connection with their audience. “At Madebox, the story isn’t just about the products we sell—it’s about the people behind those products, their struggles, and their triumphs.”

Storytelling in Business: Authenticity Over Sales

Echoing Finnegan’s sentiments, Sonia Clarke, whose work at Clever Manka focuses on bridging business strategy with innovative communication, emphasised the importance of maintaining authenticity. “Where brands often go wrong is when they become too self-serving or product-centric,” Clarke said. “Just like any story, brand storytelling needs strong characters, emotional resonance, and a well-structured narrative arc. Start with the audience, not the product.”

Clarke pointed to brands that have mastered the art of honest storytelling. “It’s critical that brands are transparent. In corporate storytelling, especially, if the narrative doesn’t ring true, it won’t land. You have to balance being realistic about the current state with painting a vision of the future.”

A Multichannel Approach to Brand Storytelling

With the constant evolution of the media landscape, brands are challenged to tell their stories across multiple platforms. Jocelin Abbey of Mamamia noted the importance of adapting stories for different formats, saying, “We try to hit 15 key moments in our audience’s day. Whether it’s a three-second clip on TikTok or a longer piece on YouTube, the essence of the story must remain intact. It’s the story that creates the emotional connection, but it’s how and where you tell it that ensures its reach.”

Abbey’s insight highlights the growing complexity of modern storytelling, where a strong narrative must not only be compelling but also adaptable. “In this fragmented media landscape, the challenge is to curate content that feels genuine and resonates with the audience across all platforms,” she said.

Balancing Authenticity and Aspirational Storytelling

One of the session’s most thought-provoking discussions was on the balance between authenticity and aspiration in brand storytelling. “People can smell inauthenticity from a mile away,” said Clarke. “You can’t just tell employees or customers a rosy, aspirational story without acknowledging the challenges they face. It has to be real, but you can still provide a vision of what the future could look like.”

Finnegan added that authenticity often lies in the brand’s purpose. “When you give your brand a purpose that goes beyond the product, you create a much stronger emotional connection. Brands like Thankyou and Tom’s are great examples of this—they took everyday products and gave them a real purpose.”

The Gatekeepers of Authenticity

In today’s content-saturated world, the role of gatekeepers—those who curate and filter stories with a thoughtful, discerning eye—has never been more critical. As Jocelin Abbey from Mamamia pointed out, “People are overwhelmed by the sheer volume of content, and much of it lacks authenticity.” 

With the rise of AI-generated content and the flattening effect of algorithms, consumers are increasingly turning to trusted curators—brands, media outlets, and influencers who offer authentic, purpose-driven narratives. These gatekeepers serve as navigational beacons in a chaotic digital landscape, guiding audiences to content that resonates with their values and identity. “There’s an opportunity for brands to step in and act as tastemakers, curating content that reflects not just their products but a larger cultural purpose,” Abbey added. 

This gatekeeper role not only builds trust but also distinguishes brands in a marketplace flooded with impersonal, automated messaging. True authenticity, rooted in purpose and delivered through curated storytelling, is the antidote to the noise and offers consumers something real to connect with.

AI in Storytelling: Help or Hinder?

With the rise of AI, brands are increasingly relying on technology to generate content, but this trend comes with concerns about authenticity. An audience member asked whether AI can help or hinder brand storytelling. Finnegan weighed in, “AI can assist with content creation, but it should never replace the human touch. At Madebox, we use AI to streamline certain processes, but there’s always a person ensuring the story remains true and authentic.”

Abbey pointed out that while AI is useful for research and execution, it can’t replicate the human experience. “People are becoming more aware of AI-generated content, and there’s already a sense that it’s less authentic. Brands that emphasise human-driven stories will stand out in an increasingly automated landscape.”

As the session drew to a close, it was clear that the key to successful brand storytelling lies in authenticity, emotional resonance, and adaptability. In an era where content is ubiquitous, the brands that will stand out are those that can tell real, meaningful stories that connect with their audience on a personal level.

“Storytelling is a powerful business tool when done right,” concluded Clarke. “It’s not just about the product—it’s about the people, the emotions, and the journey that define the brand.”

With these insights from Finnegan, Clarke, and Abbey, it’s clear that the art of storytelling is essential for brands looking to foster loyalty and passion among their audiences. In a crowded marketplace, it’s the brands that can craft genuine, emotionally compelling narratives that will rise above the noise.

If you’d like to attend live online event like this, you can register for the next session here before 25 October when we conclude Breakthrough Sessions 2024.