The exceptional storyteller doesn't merely read a story aloud; they also evoke the emotions of the narrative by creating an atmosphere that matches the plot through voice modulation, eyebrow movements, or even by adding sounds by striking walls or pans to produce startling or frightening effects. This approach results in captivating stories.

Compelling storytelling requires interaction and communication with the audience through the appropriate channels and tools that align with the story's needs. Similarly, when a brand tells a story, it must employ various means to capture its audience's attention, engaging their senses of sight, hearing, smell, and taste. The tools used by storytellers continue to evolve, sometimes becoming more provocative and surprising, as each storytelling device presents an opportunity to strengthen a brand's communication of its intentions and objectives.

Brands consistently strive to communicate with their customers through various media, including digital and non-digital channels, packaging, literature, and marketing personnel. Each medium contributes to the intended content and message.

These efforts represent a brand's method of conveying its message and building relationships with its audience. The goal is to communicate in a relevant, consistent manner that persists until the message becomes ingrained in the attitudes of employees and other stakeholders.
If a brand can tell an engaging and compelling story, it will undoubtedly be remembered and continually retold by its audience. Sometimes, the story may even become part of the listeners' lives. Therefore, creating and sharing accurate, positive stories that align with a brand's desired narrative is crucial.