Great storytelling isn’t about spectacle, it’s about connection. In experiential activations, a narrative must do more than entertain; it must embody brand values, engage audiences, and create a lasting impact. Dan Colborne, Executive Creative Director at Identity, explains why storytelling isn’t just a creative choice, but a strategic necessity.

A great brand experience doesn’t start with a product, a space, or a spectacle. It starts with a story. But storytelling in experiential activations isn’t about standalone narratives or a generic hero’s journeys. It must be an extension of a brand’s identity, woven into the very fabric of its values, purpose, and audience expectations. Without that alignment, an activation might be visually stunning, but it will ultimately feel hollow. True storytelling in experiences is about resonance, not just recognition.

Not just a moment… a movement

Brands often fall into the trap of designing for the moment; the photo opportunity, the ‘wow’ factor, the ‘Instagrammable’ instant. But storytelling isn’t about isolated moments. It’s about movement. A good story has an arc, and a great experiential activation invites the audience to step into that arc, not just observe it.

This means thinking beyond the event itself. What’s the ‘anticipation’; the intrigue and expectation that builds before the audience even arrives? What’s the ‘participation’; the moment where people are drawn in, engaged, and emotionally connected? And what’s the ‘celebration’; the final takeaway that cements the experience in their memory? If we’re not answering these questions, we’re only delivering spectacle, not storytelling.

Authenticity: the difference between connection and gimmick

For storytelling to land, it has to be true to the brand. A high-end fashion label and a disruptive tech startup shouldn’t be telling stories in the same way, because their values, audience, and cultural significance are different. Too many activations chase trends rather than truth. They mimic what’s ‘hot’ rather than what’s authentic.

When storytelling aligns with brand truth, it becomes a force multiplier. It amplifies trust, deepens engagement, and makes an activation more than just an event, it makes it an experience with purpose.

Creating a world, not just a scene

Think of experiential storytelling like immersive theatre. The most compelling productions don’t just stage a performance; they build a world. Audiences aren’t passive spectators, they’re participants, emotionally and physically engaged in the environment around them. This is where set design, soundscapes, interactivity, and human engagement become essential tools.

A brand activation that tells a story well doesn’t just ask people to look, it invites them to step inside. It doesn’t dictate a singular message; it allows for personal interpretation. It’s not rigid, it’s fluid, adapting to the audience’s journey through it.

A lasting legacy

In experiential marketing, success isn’t measured in footfall alone. It is measured in the stories people take with them, the emotions they recall, and the impact that lingers. Storytelling is the difference between an activation that is momentarily exciting and one that is meaningfully memorable.

So, the question isn’t ‘What’s your story?’, it’s ‘How does your audience become part of it?’ Because in the end, the best brand stories aren’t just told. They’re lived.