7 Business Storytelling Types Every Company Should Use

At Reach Video, we believe the right story told well can change how people see your business. Stories are more than content. They are how we make sense of the world, build trust, and decide who to connect with. For any business or organisation, the ability to tell the right kind of story at the right moment can be transformative.

Here we explore seven essential types of brand storytelling that every business can use. Each story type has its own role to play, and when combined, they form a complete video storytelling strategy that supports awareness, trust and meaningful action.

1. Origin Stories

Why it matters

Origin Stories explain where your business came from and why it exists. They make you relatable, approachable and real, helping people see the human side of your business.

Crafting

Begin with the moment that sparked the idea. Share the challenge, the turning point, and the commitment that followed. Highlight the people and values that shaped your journey.

Most effective for

• Connecting emotionally with your audience
• Establishing credibility and authenticity
• Building brand loyalty early in the customer journey

Example

Laura’s Story (Ryedaura): Laura shared her journey of resilience and the decision to start her own virtual assistant business. Her film showed her determination to support others while building a company grounded in service and care.

How to use

Place Origin Stories prominently on your About page, in recruitment campaigns and in introductory brand films. They are powerful in social media introductions or when meeting new partners.

2. Values Stories

Why it matters

Values Stories show not just what you do, but how you do it. They demonstrate integrity and help people decide if your approach aligns with theirs.

Crafting

Identify a core value that drives your business and illustrate it with a moment where it was tested. Share what happened, the choice made and why it mattered.

Most effective for

• Building alignment with like-minded partners and customers
• Demonstrating integrity through action
• Strengthening employer branding and recruitment

Example

A sustainable packaging company shared how they chose to use higher-cost recycled materials even when it reduced margins, showing that their values guided decisions, not just profit.

How to use

Feature Values Stories in recruitment, social media campaigns and company culture films. They are ideal for onboarding new staff and strengthening brand reputation.

3. Why Stories

Why it matters

Why Stories reveal the deeper purpose behind your work. They explain not just what you do, but why it matters, inspiring connection and loyalty.

Crafting

Have someone share the personal reason they are committed to their work. The strongest Why Stories are rooted in real experiences that show the lasting impact of purpose.

Most effective for

• Inspiring audiences at the start of the customer journey
• Strengthening brand positioning
• Creating a powerful emotional pull

Example

Tess’s Odyssey: After losing her own voice and facing imposter syndrome, Tess built her business around helping others find theirs. Her film showed how personal struggle became the foundation of her purpose.

How to use

Use Why Stories in presentations, fundraising campaigns or as cornerstone brand storytelling videos. They help audiences understand what sets you apart.

4. Vision Stories

Why it matters

Vision Stories paint a picture of the future you are working towards. They allow people to see where you are going and invite them to be part of that journey.

Crafting

Describe the future you want to help create. Share the difference it will make for people, communities or industries. Use confident, forward-looking language rooted in real possibility.

Most effective for

• Inspiring investment and long-term commitment
• Creating excitement around innovation and progress
• Aligning teams and stakeholders with shared goals

Example

Stromar Offshore Wind Farm: Key characters described how Stromar would place Scotland at the forefront of renewable energy, bringing jobs and supply chain opportunities to the north east. It was not just about green electricity but about a sustainable future for Scotland.

How to use

Use Vision Stories in launch films, investor pitches and community updates. They are especially effective in industries undergoing change or where long-term buy-in is crucial.

5. Teaching Stories

Why it matters

Teaching Stories help people understand complex ideas. They simplify without losing meaning, positioning your business as a trusted guide.

Crafting

Choose one clear lesson. Use a character or scenario to illustrate it, showing the problem, the journey and the takeaway. Keep it practical and relevant.

Most effective for

• Educating stakeholders, staff or customers
• Simplifying technical or complex messages
• Positioning your brand as knowledgeable and trustworthy

Example

A renewable energy start-up used a simple animation about how tidal power works, told through the story of a local harbour adapting to sustainable energy.

How to use

Integrate Teaching Stories into training videos, client onboarding or thought leadership content. They are ideal for middle-of-funnel video marketing, where clarity builds confidence.

6. Impact Stories

Why it matters

Impact Stories show the difference your business makes in people’s lives. They demonstrate outcomes in a way that facts and figures alone cannot.

Crafting

Focus on a single person or community. Share their life before, what changed, and the difference your business made. Let them speak in their own words.

Most effective for

• Driving donations or funding
• Building trust with stakeholders
• Proving value through lived experience

Example

‍Steven’s Story (Friends of ANCHOR): Steven described his cancer journey and the confidence he gained from walking the charity’s Brave model catwalk. His Impact Story gave the audience a deeply human reason to donate and support the charity.

How to use

Use Impact Stories in fundraising campaigns, annual reports and stakeholder communications. They are particularly effective for charities, social enterprises and businesses with a strong social purpose.

7. Objection Stories

Why it matters

Objection Stories address doubts head-on. They reduce hesitation by showing how others overcame the same concerns.

Crafting

Identify the common barrier - cost, time, complexity - and tell a story of someone who shared that concern but found a positive outcome.

Most effective for

• Moving people closer to a decision
• Breaking down perceived risks
• Providing real-world reassurance

Example

Goldstar Cleaning Services: Clients admitted they were unsure about outsourcing cleaning but shared how the decision saved them time and improved quality, overcoming their initial doubts.

How to use

Objection Stories are essential in sales conversations and bottom-of-funnel marketing, where reassurance helps people move forward. They work best as customer story videos, case studies or testimonial films on websites.

Closing

These seven types of stories are not abstract theory. They are practical tools that help businesses connect, inspire and move people to action. Whether it is sharing where you came from, why you exist or the impact you create, each story has a role to play.

At Reach Video, we specialise in strategic video storytelling that uncovers and shares these stories in ways that are authentic and effective. When stories are told well, they do more than inform. They resonate, build trust and create meaningful change.

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