In a world flooded with digital content, most brands are saying something. But a big problem is that few are saying something that actually matters. At Tansley, we believe the difference between noise and meaning lies in story. We’re not talking about the marketing strategy created after the fact, but the real story that reveals where a business came from and why it exists.

In this article, Tansley team members share valuable insights to understand why story is our non-negotiable first step, and how anchoring strategy in something human creates stronger, more emotionally resonant brands.

The Story Is the Strategy

Before we focus on campaigns, content calendars, and conversion goals, we focus on one thing: understanding the brand’s journey and intentions.

“Humans have been connecting with other humans through stories ever since the first story was shared,” explains Erahm Christopher, Tansley’s Co-Founder and Chief Strategist. “The story is what communicates purpose and makes us feel something that provokes meaningful connections. A brand needs to build meaningful, lasting connections with its customers. The best way to truly connect is to communicate a meaningful story.”

For David Gascon, Tansley’s Co-Founder and Chief Creative Director, starting with story represents a strategic shift. “What was important for us at the beginning of Tansley was to cut through the digital noise around the businesses we were dealing with,” he explains. “We felt less was more, especially when it focuses on a meaningful intention and real value.”

David emphasizes that while products can be replicated, it’s not the same with people, and that’s why the story is so important: “The people behind the product are the difference. A competitor can almost exactly reproduce any product or service, but the journey and values of the business owner are unique. We want to capitalize on that.”

How We Uncover the Story Beneath the Surface

At Tansley, every discovery phase is a process of listening beyond the surface. We ask layered, curious questions to get to the root of the brand’s identity and to understand what’s truly driving them.

“We help the client share and clarify their story by having the client answer several curious questions about themselves, their business, their journey, and the intentions behind their business,” says Erahm. “We have several focused conversations that include many curious and unorthodox questions to help the client think deeply about who they are, what they are doing, how they are doing it, and why.”

David adds that the process is often more emotional and reflective than clients expect. “It’s almost like therapy. We dig deep into what the company means to the owner and try to find the links between the almost unconscious foundation of the business and the ideal client.”

This process is what David calls the “bible” of the brand —a core narrative that serves as the foundation for everything that follows. “Afterward, it’s like making a movie,” he says. Once we have the story, we can watch it unfold.

What Happens When We Get It Right

The results are powerful when a brand is willing to be vulnerable. Erahm recalls a moment when a personal conversation with a client revealed that his strength as a business owner came from the support he received from his parents when he came out. The story wasn’t directly about his company, but it was deeply tied to its culture, and it became the heart of a feature article in the brand’s newsletter. Though the client was hesitant at first, he agreed to share it, and the response was incredible. 

“The article ended up receiving excellent exposure, engagement, and led to key partnerships with the CHLCC and other organizations,” says Erahm. “While his meaningful story was not necessarily about his company, it made the company even more meaningful to its clients, partners, and general audience.”

David shares a different example that shows how a story can humanize even luxury experiences. When working with L’Absolu Spa, a high-end wellness destination in Montreal, the two owners were initially reluctant to take the lead. But Tansley encouraged them to step into the spotlight.

“It allowed us to personalize their newsletter and curate their brand in a way that makes each of their services feel like it comes from them,” David explains. “It gives an undeniable human touch to the business that helps create proximity with their clients.”

No Foundation, No Growth

So, what happens when a brand skips this step and starts creating content without first finding its story? While it may move things along faster, it doesn’t set the brand up for long-term success.

“Without the foundation, there is no clarity,” David says. “Without clarity, there can be no growth.”

Erahm is even more direct: “Building a brand without a foundation plan is as dangerous as building a house on sand.”

Whether a business is just starting or years into its journey, beginning with a story reveals what matters most. It’s not about creating a new narrative, but rather uncovering what’s already there. From there, it’s possible to shape it into something that resonates far beyond the founder.

We live in a time when AI-generated content is scarily easy to produce. But the drawback is that it’s hard to connect with, which is what makes the story a competitive advantage. As David puts it, “The story needs to be meaningful and authentic. It needs to come from the human behind the business, not from AI-generated content. Developing and staying true to the human story is the biggest challenge for business owners in the coming years: making their voice meaningful in an ocean of noise. Helping businesses develop and communicate this story is where we help them.” At Tansley, we don’t just help brands find the right words to say. We help them remember who they are and build everything out from there.