From story to success : how storytelling shapes a strong personal brand
Rimpiläinen, Jenni (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052716612
https://urn.fi/URN:NBN:fi:amk-2025052716612
Tiivistelmä
This thesis investigated the role of storytelling in building personal brands. By combining theoretical insights with practical analysis, the research explored how individuals strategically use storytelling techniques to strengthen their personal brands and connect with audiences in digital spaces. The study begins with an overview of personal branding and storytelling, followed by case studies of professionals with strong personal brands. These case studies demonstrate the strategic use of tone, narrative perspective, and consistency.
To complement the qualitative findings, A/B testing was conducted on TikTok using video content that applies different storytelling approaches. This experiment aimed to evaluate the impact of storytelling techniques on audience engagement.
Findings identify key storytelling elements that contributed to compelling personal brands, such as coherence between content and values and the use of relatable narratives. In contrast, a mini case study revealed how misalignment between storytelling and real-life actions can harm a brand’s credibility. This thesis and its practical testing offer actionable insights for individuals and businesses seeking to strengthen their personal brands through authentic storytelling.
To complement the qualitative findings, A/B testing was conducted on TikTok using video content that applies different storytelling approaches. This experiment aimed to evaluate the impact of storytelling techniques on audience engagement.
Findings identify key storytelling elements that contributed to compelling personal brands, such as coherence between content and values and the use of relatable narratives. In contrast, a mini case study revealed how misalignment between storytelling and real-life actions can harm a brand’s credibility. This thesis and its practical testing offer actionable insights for individuals and businesses seeking to strengthen their personal brands through authentic storytelling.