• 2 DE OUT.
  • T1, E35
  • 49MIN

#35 How to use storytelling to build a memorable brand with Sara Lohse

Marketing for Designers with Masha Koyen
Marketing for Designers with Masha Koyen

Storytelling isn’t just a marketing buzzword—it’s a proven way to build authentic connections that keep your clients engaged and coming back for more. If you want to get better at marketing, get better at storytelling.

In today’s episode of Marketing for Designers, I’ve got a special guest Sara Lohse, founder of Favorite Daughter Media, to discuss how personal stories can be your most powerful tool in building a memorable, compelling brand.

Sara chats with me about why stories resonate so powerfully with people, how to find the right ones to tell, and why storytelling isn’t just for writers or creatives—it’s for every designer who wants to form a deeper connection with their clients. 

Tune to this episode and you’ll get to hear Sara’s personal story that she has shared with her audience many times to humanize her brand and build deeper business connections.

If you're ready to elevate your marketing strategy with stories that truly resonate, this episode is a must-listen.


Things you’ll learn in this episode:

  • Why storytelling is essential in marketing: Sara explains the neuroscience behind why our brains crave stories and why they’re so effective in building client relationships.
  • How to choose the right stories: Tips on how to pick stories from your personal and professional life that align with your business goals.
  • The 4 key elements of a compelling story: Sara shares her storytelling framework—relatability, details, emotions, and the unexpected.
  • How to be vulnerable without oversharing: Understanding why putting yourself in the story helps build stronger client relationships.
  • Practical tips for incorporating stories in your social media and website copy: How to make your stories engaging, emotional, and memorable.

    • Memorable quotes:

  • “People want stories. Our brains are wired for storytelling. It was the way that people communicated even before we had language.”
  • “Connections between humans come from shared experiences. So if you're able to tell a story, and someone that's listening has gone through a similar experience, they're going to feel that emotional connection to you.”
  • “Your stories don’t have to be massive. They don’t have to be newsworthy. Connections come from shared experiences. The story that I told that changed my life was about a really embarrassing tattoo, and I found value in it.”
  • “I purposely, while everyone else is sharing their highlight reels, I share my blooper reel.”
  • “Treat AI like an assistant, not like an employee. An assistant is there to make your work easier. An employee is there to do its own work.”

    • Resources Mentioned:

  • Download Sara’s storytelling journal prompts: OpenThisJournal.com

    • Sara’s book:

    The Art of Storytelling for Aspiring Thought Leaders

    – available now on Amazon!

    Connect with Sara Lohse:

  • Website: FavoriteDaughterMedia.com
  • Instagram: @FavoriteDaughterMedia

    • Connect with Masha

    Need help with messaging strategy or copywriting for your interior design website? Connect with me, your host Masha Koyen, Messaging Strategist and Copywriter for interior designers:

  • FREE GUIDE: 7 strategies to attract affluent clients
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