Why every brand should build its own storytelling operation

Brands might ask themselves: What should we talk about beyond what we sell? How can we earn attention rather than just buy it?

Take it from a journalist: Every brand needs to build its own storytelling operation. Not a marketing campaign. Not a content repository. A real editorial function that identifies what matters to your audience and consistently delivers it. Because the brands that thrive aren't just selling, they're connecting with and cultivating relationships with their customers.

The stakes have never been higher. In today's fractured media landscape, where AI-generated content overwhelms media and brands are fighting for precious seconds in algorithmically curated feeds, the old playbook is failing. You can't buy your way into consciousness through ads alone. And you can't rely on press coverage when you're at the mercy of someone else's narrative, competing for attention in a news cycle that moves on whether your story lands or not.

The brands that break through are the ones building direct relationships with their audiences. They tell their own stories—on their own terms.

The good news? Building a storytelling operation doesn't require an army of reporters or expensive infrastructure. It does require the same discipline I learned in newsrooms: clarity about your story, consistency in how you tell it, and commitment to showing up for your audience every single time.

Here’s how to start:

1. Define your story with radical specificity.

Your content needs to cut through noise, which means getting specific about what you stand for beyond what you sell. The workwear brand Argent doesn't just showcase well-crafted suits—they own a point of view on office culture and women's empowerment through their "Work Friends" podcast and "Office Hours" interviews with female leaders. They've defined their purpose in the world, not just their product catalog.

Similarly, when we collaborated with the social media platform Discord to help define its safety narrative, we moved beyond generic "we care about safety" messaging. Instead, we went behind the scenes—revealing how they hired a licensed social worker as a policy manager, used AI to detect harmful content while preserving privacy, and navigated complex decisions about balancing safety with free expression. We interviewed more than 25 internal experts and developed three core themes that shaped every story. The result? A clearly defined stance that served skeptical audiences by clarifying misconceptions and inviting deeper thinking.

The lesson: Your story isn't just what you do. It's the unique way you see the world and serve your audience's needs.

2. Build a constellation of touchpoints around that story.

One powerful story isn't enough. You need multiple ways for people to discover and connect with your brand over time.

Think about how The Atlantic's iconic cover stories work. Most people may never read the full 15,000-word investigation. But they absorb the thesis through Instagram posts, podcast interviews with the author, and commentary across platforms. They may even attend an in-person or virtual event, such as the annual Atlantic Festival, where panelists discuss the magazine’s reporting. The core story becomes a network of influence, meeting audiences wherever they naturally consume content.

A brand like National Geographic perfects this approach on Instagram. Millions engage with their visual storytelling who may never subscribe to their magazine or visit their website—and that's OK. These followers still build meaningful relationships with the brand, absorbing its values through a platform they actually use.

At Fifty Thousand Feet, we call this a Constellation of Content: A single core narrative that radiates across different platforms and formats. Each touchpoint serves as a valuable relationship in its own right, not just a funnel driving traffic elsewhere.

The lesson: Develop the pathways for your stories to live, not just a single destination.

3. Tell that story over and over again

Consistency builds authority. The brands that become unavoidable don't just publish occasionally—they show up regularly.

HubSpot understood this when it acquired the popular newsletter The Hustle in 2021, gaining a business news publication with 2 million subscribers. Patagonia functions like a premium magazine, publishing fewer stories but with incredible quality—beautifully produced features and films that reinforce their environmental mission.

For a global consulting firm, we helped build an editorial operation to amplify their specific narrative around risk. As we developed a content strategy, we recognized that risk shifts daily, not just when an annual report drops. Executives needed timely expertise beyond their annual conversation at Davos. So we built an entire publishing operation with a managing editor, daily content, and a newsletter reaching over 100,000 subscribers. We attracted over 2,000 expert contributors, including former U.S. Secretary of State Madeleine Albright and General Stanley McChrystal. The platform drove 1.2 million page views annually and helped transform the firm into the definitive voice on risk.

The lesson: Your core narrative is your beat. Cover it relentlessly.

The Value in Showing Up

At Fifty Thousand Feet, we've seen this three-step process transform how brands show up in the world. When you define your story with clarity, build meaningful touchpoints across platforms, and commit to showing up consistently, something shifts. Your brand becomes more confident. Your voice becomes more distinctive. And most importantly, you build real relationships with the people who value what you have to say.

Attention is scarce, and trust is hard-won. Owning your own storytelling is how you stop renting attention and start earning it. It's how you transform from a company that sells something into a brand that means something.