If I was playing office (LinkedIn) buzzword bingo last month, 'brand storytelling' would be ring-a-ding-dinging.

But what is a story if you start with the finale?

All great literature follows an arc. There's tension and resolution. Character development. Perhaps a little jeopardy. Subplots that weave in and out until the threads converge.

So if you reveal the plot twist on page one, what's the incentive to keep reading?

Yet many brand events do exactly this – leading with the punchline, launching with the climax, instead of letting audiences follow the threads and discover it themselves.

I think stories deserve space to unfold.

You need to build anticipation. Invite curiosity. Let people feel like they've travelled the road of discovery, adding tone, character and depth along the way.

A brand's story isn't just a logo and colour palette. Not a slogan in lights or on merch.

The story is the WHY. The HOW. The WHERE and WHEN.

We often challenge clients not to use their logo until later in the journey. Let the narrative carry the brand first.

Want to create brand storytelling experiences that take your guests on a real journey? Let's have a chat about it.

Photo: The Warburvision room at the Fabulous Baker Boys for Warburtons - a oldie but a goodie and my first time working with Gemma Combellack!

Feast + Fable is the leading designer of brand experiences with an edible twist.

Formerly working as Gingerline 's Flavourology, founder Jenny McNeill has launched this new company to deliver ground breaking immersive dining and edible experiential events for both B2B and B2C audiences.