The importance of brand storytelling in your business growth strategy

When executed systematically, storytelling transforms strategic positioning into a business asset that directly supports growth

Businesses looking to expand usually start by developing a growth strategy. But many struggle to create one that’s both relevant and effective. A strategic positioning assessment is a useful tool to identify the right growth strategy for your business. Such an assessment will help you identify critical elements of strategic positioning, three of which include:

1. A unique value proposition
2. Clear messaging
3. Differentiation from competitors

Brand storytelling and messaging sit at the heart of this. They connect strategy to your target audience, communicate your value proposition, differentiate you from competitors, align and motivate your team, and ultimately drive expansion.

What is a growth strategy?

A growth strategy is a plan a business develops to expand in size, revenue, market share, or customer base. It serves as the company’s compass for initiatives aimed at increasing reach and profitability. Depending on the business model, a growth strategy may include product development, targeted market positioning, improving internal processes, or aligning messaging.

For startups, creating a growth strategy early on provides a systematic path to scaling and avoids haphazard growth. Back when Airbnb started as a niche idea (renting air mattresses in strangers’ homes), a growth strategy combining market development (expanding globally, adapting to local laws and cultures) and strong storytelling (highlighting hosts and unique experiences, reframing travel as community) helped it increase brand trust and loyalty and ultimate scale to be one of the biggest travel accommodation platforms today.

For more mature companies, a growth strategy is essential for creating new markets, diversifying offerings, or pursuing mergers and acquisitions. Google’s acquisition of YouTube turned what was then a small but fast-growing video site into the backbone of online video today and the second biggest search engine after its parent! YouTube opened a new advertising channel for Google, strengthened its dominance in search and media, and created one of its largest long-term revenue streams.

What types of growth strategies suit your business?

Not all growth strategies fit every business.

• Startups might benefit from initiatives like creating new products or opening new markets.
• Established companies may find growth by optimising internal processes to increase revenue with existing resources.
• Innovative product-driven firms might focus on exiting, while
• Mature market leaders could expand by acquiring or merging with other businesses.

Widely recognised methods include market penetration, product development, market development, and diversification. Many businesses also use a combination along with strong storytelling and messaging. For example, Fintech startup Revolut grew rapidly by offering low-cost currency exchange, then diversified into banking, crypto, and investments. Revolut’s growth strategy combined several methods, including market development (expanding from the UK into Europe, then globally), diversification of services, and clear storytelling that positioned them as an innovative alternative to traditional banks.

For startups and scaleups struggling with pricing, positioning, or team alignment, the root problem often lies in the absence of a suitable growth strategy. In these cases, assessing strategic positioning becomes critical.

The VAELIOU methodology for strategic positioning

Strategic positioning is not just a matter of messaging or marketing. It defines how a business competes, who it serves, and why customers choose it over alternatives.

Firms like VAELIOU help startups and scaleups assess their growth strategies through a structured methodology. According to VAELIOU, strategic positioning addresses three fundamental challenges that directly impact growth:

1. Internal alignment around the company’s competitive advantage
2. Clarity of value propositions and messaging
3. Market differentiation

When these elements align, startups can fuel long-term growth by optimising pricing, differentiating from competitors, and accelerating market and customer demand. 

VAELIOU recently helped client RiskShield Pro grow significantly from 70K MRR to €2 million ARR in 6 months through a comprehensive strategic positioning assessment. Through the process, RiskShield Pro discovered its competitive advantages, aligned its leadership on pricing, and ultimately improved its sales cycles length, sales conversions, deal size, and monthly revenue.

Why brand storytelling is vital to strategic positioning

One of the most important pillars of strategic positioning is clear communication of a company’s value to customers – in other words, clarity of brand storytelling and messaging.

• Simplification: Effective storytelling simplifies complex value propositions so customers understand how the brand uniquely addresses their needs.
• Emotional connection: Relatable narratives add a human touch, making the brand memorable and trustworthy. Neuroscience research shows stories boost trust and empathy, increasing the likelihood of action.
• Consistency: Messaging carried through all touchpoints – campaigns, sales, social media, customer service – builds a cohesive and recognisable identity.

When executed systematically – for example, through a messaging strategy framework – storytelling transforms into a business asset that directly supports growth. Apple’s marketing has consistently told a story of simplicity, creativity, and empowerment. Apple sells more than technology. It sells a lifestyle of creativity and ease. Storytelling is central to its ability to command premium pricing and brand loyalty.

How to ensure brand storytelling is part of your growth strategy

No matter what type of growth strategy you pursue, storytelling is woven into every phase: Developing, Implementing, and Monitoring.

Phase 1: Developing

• Assess current business situation and market conditions
• Define clear growth objectives
• Identify target markets and customer segments
• Choose tactics aligned with strengths and market demand
• Plan resources, risks, and timelines
• Develop a messaging strategy (pricing, benefits, value propositions, brand stories)

Phase 2: Implementing

• Align management and teams on messaging, pricing, priorities
• Prioritise projects that match growth objectives
• Allocate resources (staff and budget)
• Roll out messaging across marketing, PR, sales, product, and other channels

Phase 3: Monitoring

• Test whether initiatives are meeting growth objectives
• Measure performance using success indicators
• Adjust projects, resources, pricing, and targets as needed
• Test messaging in new markets or customer segments, validating what resonates and refining storytelling

Sounds & Stories can integrate storytelling into your growth strategy

Hi! I’m Hannah, Founder of Sounds & Stories. I collaborate with VAELIOU to help startups and scaleups identify their ideal growth strategies and position themselves for success.

• VAELIOU conducts rigorous assessments of strategic positioning, aligning leadership teams and identifying competitive edges.
• I step in to help businesses craft a clear messaging and storytelling framework to implement as part of their growth strategy.

I believe storytelling is a superpower for building awareness and customer demand. Stories that speak directly to customers build emotional connections, trust, and loyalty.

If your business is struggling to take the next step – or if you’re overwhelmed by the thought of systematising a clear brand messaging framework – consider working with VAELIOU and Sounds & Stories.

Book a free consultation to discuss how we can help identify and implement your path to growth.