Before I found my voice in communications, I found it in writing.

As someone who stammers, words have not always come easily, at least not when spoken. But on paper, they flowed. Writing became my way of expressing what my mouth sometimes could not. Over time, I learned something powerful: even the quietest voices can move the world when wrapped in the right story. That is why I believe storytelling is not just a communication tool but a branding superpower, especially for brands working in agriculture.

Stories Are 22x More Memorable Than Facts

There is science behind this.

Our brains are wired to remember stories 22 times more than isolated facts or stats. Stories trigger both emotion and logic. They spark action. They linger.

When we think of great brands, we don't remember their product specifications; instead, we remember how they made us feel. For example:

• Nike doesn’t just sell sneakers—they sell grit. Every ad says: You’re stronger than you think.
• Always didn’t talk about sanitary pads—they launched a global rethink with #LikeAGirl.
• Indomie’s Mama Do Good was not about noodles—it was about the comfort of home.
• Nivea’s #MySkinMyStory reminded people that their skin is their story, not something to hide.

What Makes a Story Powerful?

Whether you are building a multinational brand or a rural agribusiness, the formula holds:

1. Character – A relatable hero (your customer, your farmer, your team)
2. Conflict – A challenge they face
3. Resolution – What changed after your brand stepped in
4. Emotion – The heartbeat of your story
5. Authenticity – No buzzwords. No filters. Just the truth

So, What About Agriculture?

Too often, agribusinesses lean heavily on outcomes, such as increased yields, hectares reached, and inputs provided. But impact without a story is forgettable. The good news? Agriculture is rich in human stories. Here are two brands showing how it is done:

• Farmcrowdy brings investors into the lives of real Nigerian farmers. Their success is the brand’s success.
• Hello Tractor is known as “the Uber for tractors,” but their real story is how access to equipment transforms entire communities.

And even at African Food Changemakers, we see it every day, stories of resilience, innovation, and transformation in the food ecosystem. These are not just beneficiaries. They are protagonists.

Your Brand Has a Story. Are You Telling It?

If you work in agriculture, do not underestimate the power of your narrative.

Your farmers have stories. Your team has stories. Your impact has emotion. Don’t just report it. Share it. Whether through a social post, a case study, or a 30-second video, use storytelling to turn your brand into something people feel, not just recognise.

Final Word

I may stammer when I speak, but through storytelling, I have learned to connect, inspire, and lead, because, in branding, as in life, it is not always the loudest voice that wins. It is the one that resonates.

So, tell your story. Someone out there needs to hear it.

Let’s Amplify African Voices, Together

We believe Africa’s agripreneurs have stories the world needs to hear. If you are one of them, share your journey: your wins, lessons, pivots, and purpose. Tag African Food Changemakers across all social media platforms, and let us celebrate your voice. Do you want to join a network of like-minded changemakers?

Become part of the AFC community because storytelling is not just good branding, it is how we shift narratives and shape futures.