What National Geographic Taught Me About Brand Storytelling
I discovered the world through National Geographic’s storytelling. From the Titanic to Mt. Vesuvius, when I was a kid, the mix of breathtaking imagery and commanding narration was a powerful magnet that drew me into every story — stories I didn’t know I needed but quickly couldn’t live without.
Before marketers like me co-opted visual storytelling, National Geographic had already been doing it for decades.
The Power of Immersive Storytelling
When you think about their approach, it’s easy to understand why. They weren’t just sharing a hodgepodge of footage; they were creating immersive point-of-view stories. But it wasn’t just the images. The narration became a guide through intimate, dynamic, and often risky journeys that made you feel present in the story.
Bringing That Sensibility to Marketing
As a marketer, I try to tell stories the same way. I want to captivate readers and often keep them on the edge of their seat. When I’m developing stories for clients, I work to create a sense of being there — transporting the audience to a particular moment, whether it’s a major awards event or a day of volunteering in the community.
Think Like a Storyteller, Not Just Someone Capturing Photos
That starts with everyone involved in storytelling thinking like a storyteller. Instead of focusing on shot lists, take a step back and think more intentionally about the creative needed to bring your story to life. Picture yourself gathering underwater footage from the Titanic for the very first time.
This is often where teams struggle, especially when photography is treated as a one-off task instead of part of a broader brand photography strategy.
Think about your space and how to capture the best possible photos and video even if the setting isn’t ideal. I was at an event last week that must’ve been extremely difficult for the photographer: harsh lighting, tight quarters, cluttered backgrounds. It took intentional angles and precise timing to get anything usable and yet, they pulled it off.
The Guiding Principle: If You Have to Explain It, Delete It
I say this on LinkedIn all the time, but it’s the guiding principle for almost everything I do with brand storytelling: If you have to explain it, delete it.
This is especially true when it comes to photography.
You can’t imagine how many times I can’t use a photo because it doesn’t provide visual context that helps people immediately understand what they’re looking at. If the viewer has to pause to figure out what’s going on, you’ve already lost them.
Apply This to Every Brand Story You Tell
Whether you're creating a campaign, planning a video shoot, or capturing photos at your next event, approach it with the same mindset National Geographic uses to tell the world’s most compelling stories. Go for immersion and make sure every element works together to show people exactly what matters.
By Shawn Graham