99% of people who talk about storytelling are just talking about story structure.
“To tell a great story, start with a hook first, then establish authority…” and so on...
Most of this advice is pretty spot on for describing a linear sequence of events, or what I would call a narrative. The problem is that this isn’t even the biggest part of storytelling. 80% of communication is non-verbal, which means that we are gathering and processing the information around us to help us figure out the entire story of something.
Yet, storytelling isn’t just about the words spoken or the sequence of events described, it’s about the unspoken, the things inferred, and the details that shape perception without explicit explanation. Storytelling is not just about what is being said but also about what is being shown and the feelings that are evoked. This is why the most effective brands don’t just tell you who they are, they show you. And the way they show you? Through indirect storytelling.
Story is Everything Around Us
If you look around the room you are in, you will see things that add context to a bigger picture. For me, I’m in my messy office space. Other than my computer on my desk, there is an SD card, a lens cap, my phone, and two external hard drives. Behind me is a shelf with video and audio equipment and some random clothes thrown together on a chair. I could go on, but I’m sure you can picture the room in your mind and start to make inferences about who I am and what I do without me saying a word to explain it.
This same principle applies to filmmaking. In movies, storytelling isn’t just about the script, it’s about lighting, camera angles, set design, costumes, and even colour grading. A dimly lit room with cold blue tones creates a sense of unease, while warm lighting with soft shadows evokes comfort. The way a camera lingers on a character’s hands before a critical decision tells us something about their emotions without a single line of dialogue. Every element in a film is intentional and designed to contribute to the overall story. Brands need to adopt the same level of intentionality when crafting their own narratives.
Here lies the difference between direct and indirect storytelling.
The Difference Between Direct and Indirect Storytelling
Direct Storytelling
Direct storytelling is when someone explicitly tells a narrative. This could be a brand telling its origin story, a company explaining its mission statement, or a filmmaker using a script to guide an audience through a sequence of events. Direct storytelling follows a structure, with clear exposition, conflict, and resolution.
Examples of Direct Storytelling:
A brand video where a founder tells the story of how they started their company.
A testimonial ad where a customer explains how a product changed their life.
A blog post about a company’s journey to success.
Indirect Storytelling
Indirect storytelling, on the other hand, is more subtle. It’s the information people gather from context, surroundings, and implicit cues rather than explicit messages. This is the difference between someone telling you they are organized and you noticing their workspace is spotless.
Examples of Indirect Storytelling:
A luxury brand using high-end packaging and minimalistic design to imply exclusivity.
A non-profit using images of people they’ve helped rather than just stating their mission.
A behind-the-scenes look at a business’s daily operations, subtly communicating transparency and authenticity.
In film, indirect storytelling is what makes a scene powerful beyond dialogue. Think about a moment in a movie where the silence, the setting, or even the way a character looks at another conveys more than words ever could. In The Godfather, the use of dim lighting and slow, methodical pacing creates an air of power and control. In Schindler’s List, a single red coat in an otherwise black-and-white film conveys a powerful emotional message. These moments don’t explicitly tell us what to feel, we experience them.
Brands must think the same way. Every detail; from packaging and website design to customer service and the tone of marketing materials, adds or takes away from the brand’s story. Being intentional with these elements helps to reinforce the right message, just like in film.
Why Indirect Storytelling is So Important
1. People Don’t Like Being Sold To
Filmmakers know that audiences don’t like when they’re spoon-fed information. In great films, the audience is given clues and context to figure out things for themselves rather than being explicitly told. The same applies to marketing. When someone explicitly tells you what to think or feel, you are more likely to resist. Indirect storytelling allows people to come to conclusions on their own, making the message more persuasive and impactful. People value autonomy in decision-making. When they are given the space to interpret and engage with a brand’s message on their own terms, they feel a deeper connection to it.
2. Show > Tell
The age-old principle “Show, don’t tell” is a rule in filmmaking, emphasizing that exposition through dialogue is far less engaging than visual storytelling. A character’s heartbreak is more effectively conveyed through their facial expressions and actions rather than a long monologue about their feelings. Seeing something is always more powerful than just being told about it. A restaurant showing fresh ingredients and a happy kitchen staff is more effective than saying, “We use fresh ingredients and love our team.” This taps into the way humans naturally process information. We trust what we experience or observe more than what we are told.
3. Every Brand Interaction Adds or Takes Away from Your Story
A great example of this is the concept from the TV show, The Good Place, where the concept is that every action a person takes is either a positive or negative point that determines their fate at the end of their life. Similarly, every interaction someone has with your brand either aligns with your core message (positive reinforcement) or contradicts it (negative reinforcement), which could lead to brand dissonance. If your messaging says you prioritize customer service, but your reviews are filled with complaints about poor customer experience, the inconsistency weakens trust. This makes every detail; customer service, design, content, and brand decisions, critical in reinforcing the brand story.
4. It’s Where You Can Win Against AI
In a world becoming evermore sceptical of businesses and content due to the advances in AI, authenticity can be your weapon to stand out and build authentic relationships. In filmmaking, a powerful performance can come down to the authenticity of human expression, something that AI struggles to replicate. AI can generate content, but it struggles with nuance, human emotion, and cultural context. The authenticity in indirect storytelling; body language, real-life context, and unscripted moments is something that AI-generated content often lacks. Brands that master indirect storytelling will have a competitive advantage in an AI-driven world. Consumers crave real connection, and AI-generated content often lacks the depth and credibility that human-led storytelling provides.
5. It Creates Emotional and Subconscious Associations
Think about how a film’s soundtrack or colour scheme can completely shape how an audience feels. In Jaws, the suspenseful score makes you feel fear before the shark even appears. Indirect storytelling taps into emotions in a way that direct storytelling sometimes cannot. Subtle cues like colour psychology, brand aesthetics, and even the tone of a brand’s social media presence can create subconscious associations that influence how people feel about a brand before they even interact with its direct messaging. A well-thought-out brand experience makes people feel something before they even process the words being said.
Direct and indirect storytelling must work together for maximum impact. Direct storytelling lays the foundation and communicates structured messages, while indirect storytelling reinforces and deepens that message through context and non-verbal cues.
To build a powerful brand, focus on both forms of storytelling. Use direct storytelling to communicate your brand’s mission, and use indirect storytelling to show it in action. Like a great filmmaker, brands must be intentional about every element that shapes their narrative. The more thought put into every detail, the stronger and more cohesive the story will be.
Ready to Elevate Your Brand Story?
If you’re interested in learning how to leverage storytelling to build stronger connections and enhance your brand, stay tuned for more insights. Follow along for more tips on how to tell better stories that leave a lasting impact.
