You can't story tell - storytelling is something you are always doing.

Storytelling is not what gets you the outcome - it is a byproduct of a successful brand.

A story being told and that is worth being told is not the main task of the brand itself a brand telling a story is only a byproduct of a successful brand.

Brand storytelling is formed through purposeful action in the real world, through real interactions with customers, non customers and the communication between customers.

Not though saying you are going to tell a story.