Everyone talks nowadays about telling stories for brands. "We're here to tell your story," is what they say. This is all well and good, but what do they mean when they say this? What they SHOULD mean is, "We're going to figure out who you are, listen to you, and we're going to get your message out there, the way you want." What they do too often is the opposite of this. Instead, storytelling to them means "We're going to do what we think is best."
Sometimes, you're telling a story. Sometimes, you're promoting a cause. Sometimes, you're editing website copy. Sometimes, you need to sell water filters and the client may not care about telling a story. The real trick isn't to tell a story, but to make everything you do, everything you create, as exciting as your favorite story. A CEO profile should be as interesting as a narrative film. Selling bathroom cleaner should be as engaging as an Oscar-winning film.
Doesn't matter who the client is, or what they're selling. You're not always selling a story, you're selling what makes that client great.