The notion of storytelling has become a popular part of marketing, with companies seeking storytellers and CEOs using their stories to lead. However, this emphasis on storytelling glosses over the quality of personality that is crucial for building connection between brand and audience. Personality conveys values, morals, and inspires people, making it more memorable than just any story. Differentiating storytelling from personality in content is key, as not every piece of content needs to be a classic narrative shape. Content with a focus on plot can lead to neutral content that fails to engage readers. Instead, building atmosphere and using evocative details can create a stronger relationship with prospective customers. The personality of the brand should permeate every piece of content, making it memorable and resonant. By embracing their brand's voice, companies can ignite something beyond a business/customer relationship through empathy, strong opinions, established tone, and real experiences.