What brands should learn from storytelling

Storytelling has always been at the heart of Ghanaian life. It is how we share wisdom, preserve traditions, and connect with one another. While global brands have recently embraced storytelling as a powerful marketing tool, for Ghanaians, storytelling is not new—it is part of our identity.

According to William Yaw Ansah, CEO of Origin8, too many creative agencies and media houses in Ghana rely heavily on foreign models and concepts, losing touch with what makes local brands powerful. “When we ignore our own stories, we lose the connection not only with our culture but also with our people,” he said.

Ghanaian brands such as Kasapreko, Adonko, Adom, Onua, Papaye, Duaba Serwa, Asempa, Ga Rural Bank, and Akuapem Rural Bank demonstrate how much strength lies in names that are rooted in our culture. These names do more than identify products—they begin the storytelling. They spark recognition, pride, and belonging before a single advert is run.

Ansah believes that effective brand storytelling in Ghana should borrow from culture. This could mean drawing from the rhythms of highlife, the humour in Ga street slang, or the communal energy of festivals like Homowo and Chale Wote. “Ghanaian consumers don’t just buy products; they buy experiences that reflect their values, their identity, and their aspirations,” he explained. “When brands speak our language—through music, food, sports, or humour—they become unforgettable.”

While global giants like Apple, Nike, and Coca-Cola have mastered strategy and structure, Ghanaian brands can stand out by staying true to their roots. Local culture, humour, and resilience are the foundations for stories that not only connect with Ghanaians but also resonate globally.

“Global brands can inspire us with their strategies,” Ansah added. “But it is Ghana’s people, traditions, and everyday magic that must shape the heartbeat of our stories.”

About Origin8

Origin8 is a Ghanaian brand and communication agency that fuses culture, creativity, and technology to elevate brands. Since 1998, Origin8 has been a thought leader in strategy, storytelling, and digital transformation—helping businesses and institutions build experiences that inspire action and lasting impact.

The post What brands should learn from storytelling appeared first on The Business & Financial Times.

Read Full Story