We live in a world saturated with information, choices, and competing voices. But if you strip it all back—what actually helps us make sense of it all? What gives meaning to the chaos?

For years, I’ve asked this question in the creative industry: What is the best way to create meaning?
The most enduring answer: Stories.

From fairy tales to documentaries, from oral traditions to algorithm-fed feeds, stories help us interpret the world, understand others, and define ourselves. Culture itself is a tapestry of collective stories. At the center of it all, we each carry a personal narrative—a self-image shaped by what we believe, what we value, and where we think we’re going. When life aligns with our inner story, we feel fulfilled. When it doesn’t, we feel lost.

This isn’t just personal. It’s deeply relational. And it’s where brands come in.

Brands as Meaning-Makers

We seek meaning not only from people—but from brands, too. We’re drawn to brands that mirror our values, reflect our aspirations, and reinforce our beliefs. Brands don’t live on shelves—they live in our minds and relationships. Psychology Today explains that consumers perceive brands much like they perceive people: emotionally, not just rationally.

In other words, we anthropomorphize brands. They speak, dress, behave, and believe. They:

• Speak through tone, copy, and sound

• Dress through visual identity and imagery

• Behave through partnerships, actions, and community

• Do through the experiences and services they offer

• Believe through the values they stand for

All of this tells a story. And the story either resonates—or it doesn’t.

The Story Your Audience Tells About Themselves

We are all living out a story about who we are and who we’re becoming. As designers, strategists, and brand builders, our role is not to overwrite that story—but to support it.

The strongest brands don’t shout the loudest. They whisper something that feels true. They earn trust by being consistent, intentional, and aligned with the deeper stories their audiences are already telling themselves.

That’s what meaningful branding is about: offering people something that helps them make sense of their lives. Something that helps them feel seen, heard, and connected. Something that matters.

So, What Story Are You Telling?

In a world full of noise, stories are how we find signal. They’re how we remember, belong, and move forward.

The key to branding today is not more content. It’s clarity.
Clarity of purpose. Clarity of belief. Clarity of story.

When your brand knows why it exists—and expresses that with honesty and heart—people won’t just buy into your offer. They’ll believe in your mission.

And that’s the kind of meaning that lasts.