When Keir Starmer became leader of the Labour Party in April 2020, he was faced with two enormous and interrelated challenges: to restore the political image and the credibility of his party after the divisive and controversial tenure of his predecessor, Jeremy Corbyn, and to do so in the middle of a global pandemic, in a country which had been politically polarized by years of Brexit crisis. This paper argues that storytelling, which is the art of telling stories with the aim of capturing the attention or gaining the support of an audience, played an important role in Starmer’s attempt to rebrand Labour as an inclusive and caring political organisation fit for the many challenges of the 21st century.