A Systematic Review of Brand Storytelling Strategies for Strengthening New Business Identity in Local Entrepreneurship Contexts

This systematic review explores the impact of brand storytelling on the development of brand identity, particularly within the context of small and medium enterprises (SMEs). The study aims to fill the gap in literature regarding the intersection of brand identity, emotional branding, and storytelling. Using a thematic synthesis method, the review analyzes 75 studies from peer-reviewed journals published over the past 15 years. It focuses on the role of storytelling in enhancing consumer engagement, fostering brand loyalty, and contributing to long-term brand equity. The findings suggest that brand storytelling, when combined with emotional branding, creates strong, authentic connections with consumers, which are crucial for SMEs looking to build a competitive edge. The study highlights the importance of digital storytelling in today's market and calls for more research on SMEs using innovative storytelling techniques to improve brand perception and reputation.