how storytelling is shaping global brands — and why it matters more than ever

At a recent marketing roundtable webinar session co-produced by Global Chamber and toth shop, a powerful idea emerged: if you want to grow globally, start by telling better stories. 

But not just any stories — stories grounded in your purpose, driven by your people, and shaped with emotional intelligence.

Meg Seitz, founder & CEO of toth shop, hosted a webinar conversation with brand storytelling experts Susan Lindner of Innovation Storytellers and Nacho Villoc. Together, they unpacked the role of storytelling in business expansion and why authentic, human-centered stories are the key to building connection and trust across borders.

If you missed that conversation, here’s a brief rundown of key learning moments, takeaways, and what any brand looking to grow should consider.

emotional connection wins

Doug Brunke, founder and CEO of Global Chamber, opened the session with a reminder: marketing is not a department—it’s a growth driver. Especially for businesses expanding into new markets.

Brand storytelling isn’t about dressing up a pitch with fluff. It’s about creating moments of resonance. Susan Lindner and Nacho Veloc broke down what that really means.

Susan described brand storytelling as the craft of weaving together personal and global narratives to unify teams and invite customers into your brand’s journey. Nacho emphasized starting with what you already have: real stories from employees, customers, and founders. Don’t outsource the soul of your brand — harvest it.

The takeaway? Stories that stir emotion build trust. And trust is the bridge to brand loyalty.

purpose isn’t a buzzword — it’s a story engine

So how do you uncover your brand’s story? Start with purpose. Susan pointed to the founder’s story as a goldmine for values that still hold true today. From there, build what she calls the "value story" (how your offering improves someone’s life), and the "customer story" (the lived experience, best told by real people).

And don’t forget the "future story"—where your brand is headed, and how you’re inviting others along for the ride. Think of this as your north star. When told right, it sparks both alignment and aspiration.

stop centering the product — start centering the people

One of the most important shifts a brand can make is to stop making the product the hero. Instead, make your customers and employees the heroes. They’re the ones on the journey. Your product or service? It’s the lightsaber, not Luke Skywalker.

Susan called out the critical role of managers here: they’re culture carriers. When they understand and personalize the brand story, they help bring it to life across the organization. A brand narrative isn’t just a tagline—it’s something that should be memorable, repeatable, and shared from the C-suite to the front lines.

stories that scale (and stick)

Going global means telling stories across cultures. That’s not about translating words—it’s about translating meaning. Brand stories must be adaptable while staying rooted in core purpose. Localization without dilution.

Nacho underscored the importance of co-creation, pointing to Volvo’s missteps in marketing to women as a case where stakeholder collaboration could have shifted the outcome. The future of global storytelling is inclusive, iterative, and deeply human.

AI’s role: partner, not replacement

AI was a hot topic—and rightfully so. Can it help? Yes. Should it replace your voice? No.

Nacho and Susan both see AI as a powerful writing partner—great for ideation, tone variation, and synthesis. But authenticity can’t be automated. As Meg put it, AI can help bring different perspectives to the table, but it shouldn’t be the one setting the tone.

The most compelling stories still come from real people, real experiences, and real emotion. AI is just one more tool in the toolbox.

frameworks matter — so does feedback

Nacho offered a simple framework for crafting brand stories: main character, challenge, and purpose. It’s not about inventing a fairytale—it’s about reflecting reality through a narrative lens.

Susan reminded us that storytelling isn’t one-and-done. Test it. Share it with small groups. Get feedback. Your story should evolve, not get locked in a PowerPoint forever.

Because the best stories grow with your brand—and with your audience.

what happens next?

The session wrapped with action steps that feel as much like philosophy as strategy:

• Start harvesting real stories—from employees, customers, and founders.

• Build narratives that are emotionally resonant, not just factually accurate.

• Test your story with stakeholders before launching it to the world.

• Equip employees to know—and tell—the story.

• Let your story evolve, especially as you grow across borders.

• Use AI to expand your creative capacity, not define it.

• Above all, align every story you tell with your brand’s values and vision.

  
  

At toth shop, we believe that brand storytelling is more than a message—it’s a movement. And if you’re looking to grow, especially globally, start by getting your story straight. Not just the what, but the why. Not just the product, but the people. Not just the facts, but the feelings.

Because in the end, the brands that win are the ones that connect. 

And connection starts with story.

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