Vulnerability can be the key to cutting through the noise and creating genuine emotional resonance.
One Friday night, I found myself a bit loose lipped after a few glasses of wine, sharing a deeply personal experience with a woman who wasn't exactly a stranger but not a particularly close friend either. Why did I do this? Besides the Rioja in my system, it was because she was going through a tough time with something I had experienced ten years ago – divorce. At that moment, I had a choice: should I offer sympathy and move on, or should I dig deep and share my own story—not to overshadow her pain, but to show her that things can and do get better? As an expert in business storytelling, I'm sure you can guess which option I chose.
The truth is, we've all faced our own challenges and adversities. When we embrace those struggles and share how we've triumphed, we create the opportunity for deep, human connection. In that moment, we're not just telling a story but offering hope and reassurance.
Now, think about this in the context of brand storytelling. What if we applied that same vulnerability to the brands we work with? What if, instead of presenting a perfectly polished image, brands were willing to show some cracks, share their struggles, and highlight setbacks alongside successes? What if they dared to be honest?
When we embrace those struggles and share how we've triumphed, we create the opportunity for deep, human connection.
Hilary Salzman, Business Storyteller, Writer, Podcaster, and Speaker
As creatives and agency professionals, our job is to help brands—big or small—connect with their audiences in authentic, meaningful ways. In a world where consumers are increasingly sceptical of overly polished, 'perfect' marketing messages, vulnerability can be the key to cutting through the noise and creating genuine emotional resonance.
At the podcast show in London 2023, I heard Holly Tucker, Founder of Holly & Co, share her experience with embracing vulnerability. Despite being a naturally private person, hosting her Conversations of Inspiration podcast taught her to open up. As her guests shared their stories honestly, she found herself doing the same. Holly's willingness to ‘sit in the uncomfortable chair’ transformed how she approached her work and led her to become an advocate for normalising vulnerability in business.
The same lesson applies to brand storytelling. Vulnerability doesn't mean oversharing or spilling every secret. It's about being real. When brands are willing to acknowledge their imperfections, challenges, and even failures, they create trust, which is the foundation of any successful brand relationship.
Not every brand story needs to revolve around vulnerability, but it can be a game-changer for those looking to build deep, emotional connections with their audience. Whether acknowledging a mistake, sharing a lesson learned, or being honest about hurdles faced along the way, these moments of vulnerability make brands more relatable and human.
If you're working with a brand that wants to connect on a deeper level with its audience, here are some tips to help you embrace vulnerability in a way that builds trust and strengthens the brand's narrative:
When a brand shares its story, don't be afraid to let some raw emotions come through. Human emotions resonate with audiences- frustration, fear, or joy. You don't need to overthink it—just tell the story, and the authenticity will follow.
Great stories thrive on conflict. Don't shy away from telling the hard parts of a brand's journey—whether it's overcoming a market failure, pivoting after a missed opportunity, or navigating internal struggles. Brands don't need to be perfect to inspire; they need to be relatable.
Vulnerability works best when paired with a message of hope or a lesson learned. Brands don't need to sugar coat their struggles, but every story should leave the audience with something to hold on to—whether it's inspiration, encouragement, or a new perspective.
Encourage the brand's audience to share their own stories of vulnerability. This could be as simple as prompting users to respond to a social media post or involving them in a broader discussion. As Holly Tucker experienced with her podcast guests, vulnerability often feels more accessible when it's part of a shared conversation.
Not every moment calls for vulnerability, and not every audience will respond to it similarly. Understand the brand's audience intimately and choose the moments where vulnerability will resonate most. Sharing personal stories or brand challenges can build a deeper connection, but it should always be done with intention and respect for the audience.
The good news? People are always interested in stories that reflect real emotions and experiences. Even if the brand's story doesn't seem dramatic on the surface, there's power in honesty. We're all naturally drawn to narratives that reflect our own struggles and triumphs, and that's what vulnerability brings to brand storytelling.
So, if you're working with a brand that's ready to build deeper connections with its audience or figuring out your own brand strategy, don't be afraid to push the boundaries. Now is the time to remove the polished facade, show the real emotions behind the brand, and embrace the moments of vulnerability that can turn a good story into an unforgettable one.
Hilary Salzman is a business storyteller, writer, podcaster, and speaker dedicated to helping female business owners use their voices and tell their stories confidently. Hilary brings a refreshing blend of professional storytelling and marketing experience and a personal journey that resonates with many women in business. She is candid about the twists and turns of her career, from corporate brand marketing to co-founding an agency, then leaving it five years later to build a storytelling business on her terms. Her debut book, The Roar of Her Story - How to Tell Everyday Stories to Attract Your Dream Clients and Build a Business That's Unapologetically You, reflects a shift from #girlboss culture toward a more authentic, fulfilling approach to business. It encourages women to set their personal benchmarks for success, empowers them to make meaningful life changes, and provides practical advice on building a brand story that reflects their true selves.
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