Hi Aleksandra.

Thank you for your question.

Brand Storytelling is the brand's entire collection of stories. All the stories a brand tells about its products, services, and its people, regardless of topic, or channel.

A brand's narrative is the specific story that a brand tells about its values and beliefs. For example Nike's brand narrative is about overcoming adversity and achieving one's full potential. Apple's brand narrative is about innovation and creativity. And Patagonia's brand narrative is about environmentalism and sustainability.

The best storytelling brands align their storytelling and their narrative to optimize their brand's credibility, and impact.

Some brands focus most of their communications on transactions and push prices, promotions, and deals.

While promoting sales is a need every company has, using storytelling to connect with your audience should be a priority in my opinion.