Tags: Non-dominant Branding
During the week, I spend most mornings walking my dog at Camosun Bog, a rare ecosystem about a 20min drive from my house. The tall trees, soft moss, winding trails, and birdsong always settle my nervous system. It’s where I draw creativity from.
Near the entrance, there’s a sign that tells a story passed down by xʷməθkʷəy̓əm (Musqueam) Elders. It warns of sʔi:ɬqəy̓, a two-headed serpent that lived in the bog and would eat children who played too far off the path.
Sounds intense. Yet, when you think about it, “you might fall in” rarely works on a five-year-old.
A hungry bog snake 🐍 though? That’ll keep you on the boardwalk.
It’s not about fear. sʔi:ɬqəy̓ made the danger real without needing a lecture.
That’s the power of a good story. They make the message stick.
This week, we’re talking about how to use storytelling to create meaning.
Let’s dive in ☕
~ Sarah
We’re more likely to act when we understand why.
There’s a reason fables stay with us.
We remember them because they gave us meaning.
→ The Tortoise and the Hare
→ The Boy Who Cried Wolf
→ The Wolf in Sheep’s Clothing
These stories don’t just tell us what to do, they show us.
And this matters in branding.
Because when you’re trying to build trust, inspire action, or make your work memorable, clever phrases or polished content won’t do it.
You need meaning that shows people, “This is for me.”
That’s what stories do.
But not just any story. I am talking about the stories that build trust, loyalty, and action. These types of stories share four traits. Here’s how to start using them today:
Brand Messaging: The 4 Traits of Stories That Build Trust, Loyalty, and Action
1. They orient the listener.
Too many brands tell stories to impress. When brands rush into what they do or why they matter without helping people feel grounded, it can overwhelm or disconnect the listener.
But when you begin by locating the listener by naming what they might be feeling, what they’ve experienced, or where they’re arriving from, you build enough safety for the rest of the message to land.
Instead of: “We’re transforming how nonprofits use data.”
Try: “If you’ve ever sat in front of a funding report wondering why the numbers feel disconnected from the real work, this is for you.”
This works because it starts where your community is, not where you want them to go.
It answers: Where am I in this?
2. They make the invisible visible.
Storytelling is how we wrap emotion around things people can’t see, like impact, trust, and belonging.
When you name something people feel before they have the words, you create instant resonance. It makes people feel seen.
For example, The Trevor Project could state on their landing page, “We are the nation’s leading LGBTQ crisis response provider.”
It’s factually true, but emotionally empty. Worse, it’s self-congratulatory. It centers dominance (we’re the biggest, the best) rather than care. So the person reading it doesn’t feel seen; they feel marketed to.
Spoiler: No one likes feeling marketed to.
Thankfully, their landing page really says, “You deserve a welcoming, loving world. And so do the people you care about.”
This works because rather than describing a service or outcome, it makes visible a truth that’s often invisible: the emotional toll of exclusion, and the simple, radical idea that you deserve better.
One version tries to be impressive. The other version succeeds at being felt.
3. They show, not state, values.
Rather than listing beliefs, good brand messaging reveals them through decisions, actions, and small but telling moments.
They build trust by letting people see your integrity, not just hear about it.
An classic example is Patagonia’s most famous campaign. Instead of saying “We care about sustainability,” they took out a full-page ad in the New York Times on Black Friday with that bold headline: “Don’t Buy This Jacket.”
The story that followed explained the environmental cost of consumerism and encouraged people to repair, reuse, or reconsider before buying new.
The takeaway? Instead of stating your values outright (“we believe in equity”), show what that looks like in practice. A single, specific moment will always land harder than a mission statement.
4. They invite people in.
Brand messaging isn’t about talking at people to make them take action (that’s manipulation 🤮). It’s about making space for them to step in into, and help shape, the story. That’s what real community is built on.
The best stories don’t say, “Hey! Look at us!”
They say, “Here’s where you come in.”
Common meh CTA: “Join Us”
Better CTA: “Are you in?” — GirlTrek
This works because it assumes the reader already belongs. It offers agency by saying: You belong here. You’re part of this. Are you ready/able to act?
When used with integrity, the most powerful branding tool is shared meaning, not persuasion.
The best stories don’t just inform, they orient, invite, and anchor.
If your message isn’t sticking, ask:
Is it clever… or is it true?
Is it polished… or is it felt?
Storytelling is how we close that gap.
Until next week,
Sarah & Jamie
P.S. At Recess Labs, we find that sweet spot where smooth ops meet magnetic messaging to help you scale your impact, not staff overtime. Here’s where to reach us.
P.P.S If this resonated, you’ll love our Non-Dominant Branding Playbook (it’s free!)
Sarah & Loki-Juan Kenobi @ Camosun Bog
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