# Storytelling: what it is and how it works · Zorraquino
> Storytelling uses a narrative structure to communicate an idea and make it easier to understand and remember.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/storytelling.html

# Storytelling

Storytelling uses a narrative structure to communicate an idea and make it easier to understand and remember

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It connects context, characters, tension and development according to the purpose of the story. In brand communication it should be based on facts and remain consistent with the experience. An engaging story loses credibility if it exaggerates results or attributes experiences that never happened.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Variants and linked concepts

- **Storydoing.** Storydoing connects a brand story with observable actions. Its credibility depends on the experience, not on adding a label to the message.

## Related concepts

- [Communication strategy](https://www.zorraquino.com/en/dictionary/advertising/communication-strategy.html)
- [Account-based marketing](https://www.zorraquino.com/en/dictionary/account-based-marketing)
- [AIDA](https://www.zorraquino.com/en/dictionary/digital-marketing/aida.html)