Why Storytelling Matters

Zach Vanasse | January 21, 2021


In the 11th video in our Bannikin Branding & Storytelling series examining how you can make your brand work for you, Zach Vanasse, our manager of creative & branding, delves into the importance of storytelling and provides a classic template to help you tell stories that connect with your audience.


Viewers of this video series have likely noticed a lot of branding is about playing with psychology as we try to work with how our brains function in order to get the best content out of ourselves. Well, storytelling might just be the biggest brain hack available to content creators.

Storytelling has become something of a buzzword in recent years, and there’s good reason for it. It’s because storytelling works. However, you have to know how to tell a story well to get the most out of it.


While some individuals are natural storytellers with a gift for telling memorable tales that pull the audience in, you don’t have to be an inherently gifted storyteller to hit the storytelling beats people are most receptive towards.

Joseph Campbell, an American professor of literature at Sarah Lawrence College who worked in comparative mythology and comparative religion, studied the myths, legends, fables and folktales humans have been using to communicate and share information for centuries in order to come up with a helpful template demonstrating that most stories share many of the same touchstones. He called this “formula” The Hero’s Journey.

In this video, Zach highlights which part of The Hero’s Journey are most useful in storytelling for your travel brand and takes a closer look at how one exciting brand, Aqua Expeditions, employs storytelling to highlight their luxury small-ship expedition brand to their audiences. And check out the Aqua Expeditions newsletter here.

Subscribe to the Bannikin Branding Newsletter to get the video series regularly delivered directly to your inbox, or follow along on our Instagram, Facebook, Twitter and YouTube channels.


Bannikin has teamed up with Aqua Expeditions to take a closer look at their brand and also to award one Bannikin Branding Newsletter subscriber with a $500 future travel credit with Aqua Expeditions!

The winner can use the credit for their own booking with Aqua Expeditions, or gift to a client to apply to a future travel booking. Sign-up for the newsletter by January 31, 2021 and you’ll automatically be entered to win. If you’re already a subscriber, then you’re already entered!

Bannikin Branding Videos

Video 1: What is a brand?
Video 2: What makes a brand?
Video 3: The importance of branding guidelines
Video 4: The right tools
Video 5: The brand triangle: rational attributes
Video 6: The brand triangle: emotional benefits
Video 7: The brand triangle: brand persona
Video 8: The brand triangle: UPS/UBS
Video 9: The brand triangle: The brand promise
Video 10: How to create buyer personas
Video 11: Why storytelling matters
Video 12: Finding your brand voice
Video 13: The value of workshops