Unlocking the Power of Impact Storytelling for Brands
In the latest episode of Boardsi Leadership Talks, host Martin Rowinski sits down with Richard Yelland, an Emmy-nominated filmmaker, creative strategist, and founder of Curtis Birch, Inc. to discuss the transformative power of storytelling in branding. With an impressive portfolio that includes collaborations with Nike, Toyota, Surfrider, and Numi Tea, Richard specializes in narrative-driven strategies that turn brand missions into global movements.
With 2024 being the year of impact-driven branding, this conversation dives deep into how businesses can authentically communicate their mission, engage their audience, and build purpose-driven brands that resonate with consumers.
Key Takeaways from the Episode
1. Why Storytelling is the Ultimate Branding Tool
Richard emphasizes that a brand’s story is more than just a marketing strategy—it’s a movement. Today’s consumers are looking for authentic, mission-driven brands that align with their values.
“79 to 81 percent of consumers are choosing brands that align with their values. Companies that master impact storytelling build engaged audiences over years, not just one-time buyers.” – Richard Yelland
Brands that can effectively communicate their why will capture loyalty, trust, and engagement beyond traditional marketing tactics.
2. Turning a Brand’s Mission into a Movement
Richard highlights the Nike storytelling approach, explaining how their “Just Do It” slogan became more than a tagline—it became a lifestyle and a mission.
“Nike’s ‘Just Do It’ isn’t just a compelling slogan—it’s a mindset. It pushes people to act, to overcome, and to strive for greatness.” – Richard Yelland
For brands looking to make a meaningful impact, they must clearly define their mission and craft stories that inspire action. He introduces the LOUPE Process, his three-step method for turning brand missions into compelling narratives that engage consumers.
3. Authenticity Over Marketing Gimmicks
With 82 percent of consumers making purchasing decisions based on brand values, authenticity has never been more crucial. Richard stresses that impact storytelling must be real, not just another marketing tactic. Consumers can spot inauthentic branding from a mile away.
“If you say you’re going to be carbon neutral by 2050, that doesn’t mean anything to the consumer today. They want to know what impact you’re making right now.” – Richard Yelland
Brands must show transparency, demonstrate real efforts, and involve their audience in the impact they are making.
4. AI’s Role in Storytelling: Tool or Threat?
As AI continues to shape content creation, Richard highlights both its potential and limitations in brand storytelling.
“AI is a great tool when used correctly. It can help brainstorm, analyze data, and refine ideas—but it can’t replace human creativity, emotion, and authentic storytelling.” – Richard Yelland
The key is to use AI to enhance storytelling, not replace it. Brands that balance technology with human-driven creativity will stand out.
5. The Future of Impact Storytelling
With shifting consumer behaviors, Richard sees brand storytelling evolving into full-fledged impact-driven movements.
✅ Consumers want brands that give back and stand for something meaningful.
✅ Successful brands will scale change faster than governments or policies.
✅ The best stories will be the ones that drive action, community, and real-world impact.
“We’re moving beyond just ‘selling products.’ Brands that will thrive in the future are the ones that drive positive change. People want to vote with their dollars, and brands must give them a reason to.” – Richard Yelland
Final Thoughts: Why Brands Must Invest in Storytelling Now
This episode of Boardsi Leadership Talks highlights a critical shift in branding—companies must embrace authentic storytelling to build lasting consumer trust and loyalty. Whether through film, advertising, digital media, or social impact campaigns, brands must craft stories that inspire, educate, and activate their audience.
Richard’s insights provide a powerful roadmap for businesses looking to refine their brand storytelling strategy in a way that resonates beyond traditional marketing.
Watch the Full Episode
🎥 Watch the full interview with Richard Yelland on Boardsi Leadership Talks [Link to the podcast/video]
📌 Connect with Richard Yelland
LinkedIn: Richard Yelland
Curtis Birch Inc: Curtis Birch
Instagram: @CurtisBirch
📌 Follow Martin Rowinski & Boardsi
LinkedIn: Martin Rowinski
Boardsi: Boardsi Website
