The Power of Brand Storytelling: Connecting with Your Audience

In today’s crowded market, standing out from the competition can feel like an uphill battle. But one of the most effective ways to capture your audience’s attention is through powerful storytelling. Whether you're a small business owner, a personal brand, or an entrepreneur, sharing your story in an authentic and compelling way can help you connect with customers on a deeper level. Jackie Tempera, an award-winning reporter and copywriter, shares her insights on the importance of brand storytelling and how it can help elevate your business. With her extensive experience writing for major publications like Women’s Health, PEOPLE, and Food & Wine, Jackie has honed the art of crafting compelling narratives that resonate with audiences.

1. Can you briefly introduce yourself and what you do for those who may not be familiar with your work? 

I am Jackie Tempera, an award-winning reporter and copywriter putting words to your special sauce. I write about many things, but my favorites right now are mental health, celebrities, astrology, and food! I write for Women’s Health Magazine, PEOPLE, Food & Wine, The Everygirl, and more.

I became a reporter while trying to follow my childhood hero, Oprah Winfrey’s footsteps.  When I watched her show and saw her asking any question she wanted to anyone she wanted, I was hooked.  I knew I would be a storyteller too, in whatever way I could (and maybe even with a talk show and my own magazine one day, as well...life is long). 

I’ve worked as a reporter since I was 16 and covered county fairs and award-winning vegetables for my local newspaper in New Jersey. I eventually studied journalism at Emerson College in Boston. I worked as a crime and breaking news reporter for about five years before transitioning into lifestyle reporting and brand work. 

When I’m not researching for my latest piece, you can find me getting deep with business owners through my signature framework, Story Magic. This two-hour interview with me helps draw out the juiciest parts of a business owner’s story and use it to write an un-put-downable founder story and content for social media. 

2. What inspired you to get started in your field, and what continues to drive your passion?

My love of yapping and telling stories started when I was little. I grew up with a big (loud) Italian family, so to get attention, you needed to make your point quickly and hilariously to get attention. Learning how to weave my school foibles into dinner-time tales made me realize two things: 1) Stories are powerful. 2) I am good at this. 

After a few years in the journalism industry, I realized my love of stories could also help business owners. Not only is it fun to share stories about our lives, but it is also the most underrated marketing tool. You can hack into your client’s brain chemistry through the words you share. That is insane to me! Your words spark dopamine oxytocin and make people feel like they know you. This builds trust and an unshakable brand that will follow you through your business changes.

3. What does brand storytelling mean to you and why does it matter?

Brand storytelling is putting words to how your business makes people feel. I can’t think of something more important when it comes to establishing yourself in the business world, and setting yourself apart from others in your niche. When we share stories, we use the most powerful resource at our disposal – the human brain. Let’s say you sell custom cookies. If you share the reason WHY you do what you do — perhaps your lifetime love of baking that all started with the Easy Bake oven or sweet days in the kitchen with your grandmother...people will remember that. If you write out a list of ingredients...not so much. Stand out and be remembered. 

Here's an interview with Jackie Tempera where she really drives this point home!

4. What are the top 3-5 tips you’d give a small business owner (personal brand, product brand) who is looking to share their story ? 

1.  Start a journaling practice – There is so much to be said for setting a timer for 10 minutes and putting pen to paper (or fingers to keys). You’ll be shocked by the amount of content ideas, great sentences, and new perspectives you’ll find when you dedicate the time to writing. Just keep writing for the full 10 minutes...you can go back and edit later.
   
   
2. Think of your dream client’s story, too – Yes, our personal stories can be SO powerful. But – what about tapping into the brains of the people you are trying to draw in. Be specific with your examples, and speak into how they are feeling with your stories.
   
   
3. The more specific, the more universal – Be specific in your storytelling. If you were drinking an iced pumpkin spice cold brew from Starbucks, say that instead of ‘a coffee.’ Your readers will insert their own lived experiences and feel more connected to you and your story 

5. Can you share a success story or a favorite moment from your work that really stands out to you?

I hosted two events this year that really were highlights for me — my Own Your Extra day-long retreat in January and Raise The Bar with VOP in May. Both affirmed my belief in how quickly and easily we can craft compelling stories. I watched business owners write founder stories that made me cry within 15 minutes. It truly feels like magic. 

6. Where do you see your industry heading in the next few years?

People are nosy as hell (myself included), and I see that as a benefit in this work. Storytelling is never going away. It’s the way we warned each other of danger back in the caveman days, and it’s still used constantly today in our relationships and businesses. Good stories never go out of style. Investing in the skill of storytelling, or partnering with someone who can help you craft stories, is crucial for any business owner. 

7. What’s the best piece of advice you’ve ever received, and how has it impacted your journey?

This year I embraced a new motto for me “done is better than perfect.” I have a Google Drive filled with essays and caption ideas I want to share one day if only they were perfect or I did one more round of edits. This year, I decided to get a little messy with it, and share work in progress online. I am so glad I did, because it helped me connect with even more people and really expand as a writer and a business owner this year. 

It’s scary to be seen, and to be vulnerable. But it’s always worth it, in my experience. 

8. How can people connect with you or learn more about your work?

They can visit my website jackietempera.com or find me on Instagram @jacktemp.