The article discusses the concepts of storytelling and narrative in the context of political communication and political marketing. It explains the narrative as a cognitive schema, what is the mechanism of discourse production and then proceeds to analyzing the relationship between the story, the recipient, and the political brand. In the context of political marketing storytelling has five key functions for the brand: cognitive, semiotic, emotional, axiological and social. Storytelling activates structures responsible for information processing and generates branding-related networks. Branding builds on their context and provides tools for interpreting goals and intent.