How to Use Storytelling to Build Authority on LinkedIn
With a bit of practice, most professionals on LinkedIn are able to talk about their work, but few know how to tell a story through it.
When I scroll through LinkedIn I see endless posts with industry updates, jargon-heavy content, or generic insights that could have been written by anyone in their field. But the brands and professionals who truly stand out? They tell stories that make people feel something with their brand and their content.
Storytelling is what transforms dry experience into human connection. It’s what makes your personal brand memorable, trustworthy, and authoritative.
When you learn to communicate through story, even about professional topics, your audience doesn’t just understand what you do; they understand who you are and why it matters.
Why Storytelling Works (The Psychology Behind It)
Storytelling isn’t just about being creative, it’s impact is rooted in psychology. Our brains are wired for stories. They create meaning, emotion, and memory in a way facts and information alone never can.
Here are three psychological reasons storytelling builds authority:
Neural Coupling: When someone listens to a story, their brain mirrors the storyteller’s emotions and experiences. This creates empathy and trust - two cornerstones of personal branding.
Emotional Encoding: Stories activate emotional and sensory regions of the brain, making information stick. People might forget a fact, but they remember a feeling.
Identity Alignment: When professionals share personal stories that connect to their work, it helps audiences see the values and beliefs behind the brand - not just the title or credentials.
WHAT IS A STORY ARC (AND WHY THEY MATTER)
A story arc is the structure or flow that gives your story shape and impact. It’s the journey your reader goes on, from setup, to tension, to resolution. They are used from movies to blog articles. Even short LinkedIn posts follow this pattern.
The best storytelling posts don’t just share what happened, they show why it mattered and what it means for your audience.
Think of it as a bridge between experience and insight:
The beginning sets the scene and draws people in.
The middle introduces a challenge, turning point, or lesson.
The end ties it back to a broader insight or takeaway that positions you as a thought leader.
When you start seeing your posts as mini story arcs, every experience becomes a potential piece of authority content, whether it’s a client conversation, a failed project, or a personal milestone.
STORYTELLING ARCS YOU CAN USE
You don’t need to have a dramatic story or major transformation to be a great storyteller. Every professional, no matter their role, has meaningful experiences that illustrate lessons, values, and expertise.
Here are a few story arcs you can use:
The Turning Point Story
Structure: Problem → Realisation → Change → Result
Example: “Two years ago, I realised I was saying yes to every project and burning out. Here’s how setting boundaries actually made me more successful”.
Use this for: Career lessons, leadership growth, productivity insights.
The Behind-the-Scenes Story
Structure: Process → Challenge → Outcome
Example: “We thought a rebrand would take 3 months. It took 9… and here’s why it was worth every delay”.
Use this for: Sharing your approach, project insights, or teamwork lessons.
The Client/Team Impact Story
Structure: Situation → Struggle → Solution → Transformation
Example: “A client came to us frustrated with their engagement. We rebuilt their strategy using psychological storytelling - and their reach tripled in 6 weeks”.
Use this for: Social proof without being salesy.
The “What I Wish I Knew” Story
Structure: Mistake → Reflection → Lesson → Advice
Example: “I used to think visibility meant posting every day. Here’s what actually builds authority.”
Use this for: Personal growth, mindset, leadership, or communication insights.
HOW TO TURN AN EVENT INTO A STORY
Here’s a quick framework to turn any professional event or idea into a story that hooks:
Start With Emotion: What did you feel during this experience (frustration, excitement, fear, pride?) Lead with that emotion.
Zoom In on the Moment: Pick one specific scene, not a summary. (“It was 11pm, and I was rewriting the pitch deck for the fifth time”)
Find the Lesson: What did you learn that your audience would benefit from?
End With Insight: Turn the takeaway into a value or principle that ties back to your brand.
When your story connects personal experience to professional insight, it builds authority and authenticity at once.
Why Storytelling Builds Authority
Authority isn’t just about how much you know, it’s about how well you connect what you know to what others need to hear. Storytelling turns your expertise into something people can understand, remember, and trust.
It makes your professional journey feel human and more relatable to your audience. And that human connection is what creates influence, and real connections especially on LinkedIn.
HOW BRANDFULNESS CAN HELP YOU GROW YOUR PERSONAL BRAND
At BRANDFULNESS, we help founders and professionals use storytelling strategically - to communicate authority, connect with audiences, and grow their personal brands without losing authenticity.
Through our Legacy Brand Method, we combine psychology, storytelling, and personal brand strategy to help you develop thought leadership that feels human yet high-authority.
Whether you’re looking to develop your thought leadership, attract new opportunities, or grow your visibility online, we’ll help you craft a story that resonates and converts.
Check out how we can help you grow your personal brand here.
FINAL THOUGHTS
In 2025, when personal branding is becoming more popular than ever, storytelling is your edge. It’s how you build connection, trust, and ultimately… authority.
Every post, every project, every small professional moment can become a story that shapes your reputation. You just need to learn how to tell it.
Because people might not remember your job title, but they’ll always remember the story that made them feel something.
