The Storytelling Lab

"Marketing might be how you get the first date. But to get the second and third date and hopefully form into a relationship, you have to have a brand." — Rain Bennett

Brand isn't your logo, your color palette, your fonts, or your tagline.

Brand is the story others tell about you. And in this solo episode, Rain breaks down exactly how to influence that story before it gets told without you. As part of the ongoing Narrative Operating System framework from his upcoming book The Chief Storytelling Officer, this episode is your practical guide to building a brand that goes deeper than decoration.

Rain walks you through two foundational tools: the Brand Pyramid and the Brand Bible. Using real-world examples from Patagonia, Liquid Death, Apple, Yeti, and even his own mother's real estate business in Eastern North Carolina, he unpacks how the most powerful brands in the world built identity, loyalty, and community.

Whether you're building something from scratch or realizing your current brand has drifted off course, this episode gives you the framework to get it back on track. From finding your one-word North Star to running a voice test on your content, Rain arms you with tools you can use this week, and a mindset that will serve your brand for the long run.

In this episode, you will learn to:
Distinguish between the three types of story every brand carries — the story you tell yourself, the story you tell others, and the story others tell about you
Build your Brand Pyramid from the ground up, starting with a single guiding word that informs every decision you make
Create a Brand Bible that keeps your voice, visual identity, and messaging consistent across your entire team and every platform
Use real brand case studies (Patagonia, Liquid Death, Yeti, Apple) to reverse-engineer what makes brand identity actually stick
Evolve your brand intentionally over time through a cycle of inspiration and reflection — without losing who you are

Episodes Referenced:
EP 216 — Vision: The Big Future Story
EP 220 — Mission: How You're Going to Get There
EP 150 — Brand Essence & the Brand Pyramid (Deep Dive)
EP 219 — Shane Lucas on Design as Storytelling

Book Mentioned: The Chief Storytelling Officer by Rain Bennett → Pre-order now! Release date: August 25th
Book Recommendation: If I Understood You, Would I Have This Look on My Face? by Alan Alda

For more storytelling tips and strategies, visit:
Website → https://rainbennett.com
Podcast → https://thestorytellinglabpodcast.com

Or follow along at:
TikTok → https://www.tiktok.com/@chiefstorytellingofficer
Twitter/X → https://twitter.com/rainbennett
Instagram → https://www.instagram.com/rainbennett
Facebook → https://www.facebook.com/thestorytellinglab
YouTube → https://www.youtube.com/@RainBennett
Hosted on Acast. See acast.com/privacy for more information.

“When you start to look at things through the lens of story, it helps you appreciate and process what’s going on.” — Corey Rosen

What makes someone lean in when you tell a story instead of tune out?

In this episode, Rain sits down with Emmy-nominated TV writer, Moth champion, and brand storytelling expert Corey Rosen to break down the real tactics behind stories that actually land.

This is not a fluffy conversation about “storytelling matters.” It’s a practical deep dive into curiosity gaps, emotional stakes, visual detail, and the inner life that gives a story dimension.

Corey shares how his background in comedy, television, and live storytelling shaped the way he now teaches stories for every occasion—from keynotes and investor pitches to eulogies, wedding toasts, and brand messaging. They also get into improv, theme parks, AI, and why the future belongs to people who can create connection, not just content.

In this episode, you will learn to:
Build curiosity early so people care about where your story is going
Understand the three elements that make stories feel vivid, human, and memorable
Use storytelling to build trust before you try to persuade, pitch, or influence
Reframe everyday experiences as story material by noticing what changed and why it mattered
See how storytelling skills transfer across live performance, brand communication, and business

Follow Corey Rosen on:
Website → https://www.coreyrosen.com
Instagram → https://www.instagram.com/storycoachcorey
LinkedIn → https://www.linkedin.com/in/coreyrosenstorycoach

For more storytelling tips and tricks:
Visit → https://rainbennett.com and https://thestorytellinglabpodcast.com

Or follow along at...
TikTok → https://www.tiktok.com/@chiefstorytellingofficer
Twitter → https://twitter.com/rainbennett
Instagram → https://www.instagram.com/rainbennett
Facebook → https://www.facebook.com/thestorytellinglab
YouTube → https://www.youtube.com/@RainBennett
Hosted on Acast. See acast.com/privacy for more information.

“You can’t even begin to talk about results or impact until you actually put something out into the world.” — Kristen Sweeney

What if the real problem with your content isn’t execution, but alignment?

In this episode, Kristen Sweeney, founder of Every Little Word, breaks down the invisible work behind great communication: messaging frameworks, internal clarity, operational discipline, and the codified point of view that most companies skip.

We explore why B2B brands struggle to articulate what they actually believe, how regulated industries can differentiate without breaking compliance, and why thought leadership without a clear stance is just noise.

Kristen also shares how her background in theater shaped her confidence in high-level conversations and why content operations, not just creativity, determine results. If your content feels scattered, generic, or reactive, this episode is your blueprint for fixing it at the foundation.

In this episode, you will learn to:
Clarify and codify your point of view before producing a single piece of content
Extract real insight from subject matter experts instead of settling for surface-level answers
Build messaging foundations that reduce friction across teams and client communication
Differentiate in crowded B2B and regulated industries without sacrificing accuracy
Move from informational content to perspective-driven leadership

Follow Kristen Sweeney:
Website → https://www.everylittleword.com
LinkedIn → https://www.linkedin.com/in/kristensweeney

For more storytelling tips and strategies, visit:
Website → https://rainbennett.com
Podcast → https://thestorytellinglabpodcast.com

Or follow along at:
TikTok → https://www.tiktok.com/@chiefstorytellingofficer
Twitter/X → https://twitter.com/rainbennett
Instagram → https://www.instagram.com/rainbennett
Facebook → https://www.facebook.com/thestorytellinglab
YouTube → https://www.youtube.com/@RainBennett

Hosted on Acast. See acast.com/privacy for more information.

“There is no version of storytelling that does not become therapy.” — Spade Robinson

What if the difference between an average story and a great one has less to do with talent or skill and more to do with self-awareness?

In this episode, screenwriter and story consultant Spade Robinson breaks down why structure isn’t the enemy of creativity—it’s the foundation that allows it to thrive.

We explore how unforgiveness shows up on the page, why most writers avoid the emotional core of their work, and how discipline in story design eliminates writer’s block.

Spade also shares hard-earned insights from Sundance and the development world about the changing industry, why writers must think of themselves as studios, and how short-form storytelling and brand partnerships may shape the next era of film.

If you care about story craft, emotional truth, and building a sustainable creative career, this conversation will challenge you in all the right ways.

In this episode, you will learn to:
Strengthen your stories by confronting the internal human question driving them
Use structure as a creative advantage rather than a limitation
Eliminate writer’s block by building a strong outline before drafting
Understand art and commerce must work together in today’s industry
Position yourself as a creator-studio in an attention-driven economy

Follow Spade Robinson on:
Instagram → https://www.instagram.com/spaderobinson
LinkedIn → https://www.linkedin.com/in/spade-robinson-5588a231/
Website → https://www.atlantafilmproject.com/

And for more storytelling tips and tricks:
Visit → https://rainbennett.com or https://thestorytellinglabpodcast.com

Or, follow along at...
TikTok → https://www.tiktok.com/@chiefstorytellingofficer
Twitter → https://twitter.com/rainbennett
Instagram → https://www.instagram.com/rainbennett
Facebook → https://www.facebook.com/thestorytellinglab
YouTube → https://www.youtube.com/@RainBennett
Hosted on Acast. See acast.com/privacy for more information.

“The real story is always in the subtext.” — Tal Lazar

Most people lose their audience the moment they start explaining.

In this episode, cinematographer, educator, and author Tal Lazar breaks down why the real story is always in the subtext, and why emotion beats information when you’re trying to persuade, pitch, teach, or lead.

We talk about why leaders default to “feature lists,” how filmmakers create coherence across dozens of departments, and why there’s no such thing as a formula for “coverage” if you’re actually telling a story. The throughline is simple: focus on the transformation your audience wants, not the impressive details you’re tempted to showcase.

If you’ve been chasing better tools, better tactics, or better talking points, this conversation will pull you back to the skill that makes everything else work.

In this episode, you will learn to:
Shift your messaging from “what it is” to the transformation it creates for your audience
Use subtext intentionally so your communication lands emotionally, not just intellectually
Spot the fear-driven habit of over-explaining and replace it with story-first clarity
Lead like a director by creating one coherent interpretation across many moving parts
Build cinematic impact with fewer resources by knowing what your audience is actually feeling

🔗 Follow Tal on:
Instagram → https://www.instagram.com/talazar
LinkedIn → https://www.linkedin.com/in/talazar
Website → https://cinematicimpact.com

📚 For more storytelling tips and tricks:
Visit → https://rainbennett.com
Or → https://thestorytellinglabpodcast.com
TikTok → https://www.tiktok.com/@chiefstorytellingofficer
Twitter → https://twitter.com/rainbennett
Instagram → https://www.instagram.com/rainbennett
Facebook → https://www.facebook.com/thestorytellinglab
YouTube → https://www.youtube.com/@RainBennett

Hosted on Acast. See acast.com/privacy for more information.