Creating Journeys: Thoughts on Telling a Brand’s Story
With Communications Expert LaQuita Cleare,
You often speak about the power of vulnerability in storytelling. How do you think this translates into a marketing context?
I think vulnerability in marketing is about being real and authentic—not having a perfectly polished story without conflict because, as humans, we all have challenges, flaws, fears, and desires. Sharing them is what helps us connect.
People really want to connect with brands!
What’s a common mistake you see brands make when trying to tell their story, and how can they course-correct?
Many brands make their stories feel too sterile and fact-based. It’s important to remember that a brand story is more than just a timeline of how you started. Think of emotions as they relate to your brand, challenges, the journey that someone has when they work with your brand, or even an ‘aha!’ moment that is powerful.
How has your background in acting and film production influenced the way you approach storytelling for business audiences?
My background in Hollywood has been a major force in how I think about storytelling, especially the acting piece.
Teaching people how to tell stories is not just about the text of the story; it’s helping them tap into the emotion within themselves.
Storytelling is where art meets science. I see many approaching storytelling from a scientific or solely logical point. For me, stories are not stories without emotion. And teaching people how to tell stories is not just about the text of the story; it’s helping them tap into the emotion within themselves—and also understand which stories to tell and when. That’s when stories have real impact and drive business outcomes—whether internally with teams or as revenue growth for the company.
Can you walk us through your Engagement Code™ and share how marketers can apply it to make their campaigns more memorable?
The Engagement Code is our trademarked method about understanding how to create more engaging communication. This can apply to written, video, or spoken formats.
The Engagement Code is Connection + Content + Delivery = Engagement
As a marketer, how can you first connect with your audience? No one wants to just see all of your content about the bells and whistles of your product if they don’t feel connected to you first.
When people feel connected with your brand, it’s easier to market content. People buy from brands they trust, and trust starts with human connection. So yes, connection comes first!
Also your content should be clear, concise and compelling.
Then, there’s delivery. Sometimes I see marketers who’ve nailed the connection and created great content, but they throw up a video with someone who just doesn’t bring it home. This is really a shame because it’s a missed opportunity.
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Is there a brand campaign you’ve seen recently that you think nails the art of storytelling? What makes it stand out to you?
There’s an old LEGO campaign that is just so heartwarming. I’ve shown it in workshops, and you can see the emotion on people’s faces.
It’s a father and son building with LEGOs.
It’s not about the LEGOs. It’s about imagination, connection, and building together. The storytelling is well done from beginning to end.
There’s even a fun, relatable moment that many parents will recognize, which is a tug-of-war between bedtime routines. And we know that parents and kids rarely see eye to eye on this.
I’ve spent years learning what works and doesn’t work. Trial and error are the best teachers.
Can you share a time when a story you crafted didn’t land as expected? What did you learn from that experience?
Absolutely! I’ve spent years learning what works and doesn’t work. Trial and error are the best teachers.
I was once telling a story about a very specific moment walking into an audition room in Hollywood. I had a great setup and some vivid details. I could see that I had successfully hooked my audience. Then I saw a few lost faces.
I realized that I didn’t need all of those details for a non-Hollywood audience. I learned a few valuable lessons that I now share with clients:
- Always understand the overall theme. My Hollywood stories are not about Hollywood. They are about universal themes like resilience, courage, identity, personal growth.
- Understand who your audience is and what details they need and don’t need.
What impact do you think AI will have on storytelling over the next couple of years? Do you have any tips for storytellers on how to adapt to technological disruption?
I think those who tell stories well will continue to rule the world—especially in the age of AI where people can crank out content at record speed. Those who take moments to craft beautiful journeys in their stories will stand out from the crowd.
Yes, you can build stories with AI, but it will become more and more important to tell them well and to humanize them.
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About LaQuita Cleare
Before becoming a globally trusted communication expert, LaQuita Cleare was an award-winning Hollywood actor, writer, and producer. She now uses storytelling techniques from the entertainment industry to help executives, startups, and global brands improve connection and engagement through her signature method, The Engagement Code™. As founder of Clear Communication Academy, LaQuita has worked in over 50 countries, sharing her insights at top institutions and on major media platforms to help thousands communicate with impact and authenticity.