What’s a Brand Story?

A brand story is a narrative that illustrates your origins, WHY your brand exists, and the problem it solves for its customers.

A great brand story resonates with customers and helps you stand out, it attracts a loyal following, and grows your business.

Within that narrative customers should get a feel for your brand values and your mission, even if they are not explicitly stated in the story.

Why Use Story In Your Brand

Story is the original educator.

Since the dawn of time, story has been used to influence, persuade and educate.

In ancient times, story was used to make sense of the world. A good storyteller was revered and had the attention of anyone in his or her midst.

Story is inherently viral because it is entertaining and easy to remember.

In fact, according to studies, stories are 22 times more memorable than facts, statistics and analytics.

Neuroresearch (as well as history shows) that our brains are hardwired to understand and retain stories way more than facts.

Stories open our minds to be better able to process facts. When the brain is met with facts alone it’s instinct is to question and counter argue but when our brain encounters a story, its instinct is to open.

An incredible example of brand storytelling is one of my favorite brands, Southwest Airlines.

Their behind every seat is a story campaign creates an emotional connection to their audience by telling their customers’ stories one airplane seat at a time.

6 Reasons Stories Are Important For Your Brand

  • Stories shape how others see you
  • Stories bond you to your audience and are a way for them to identify and resonate with your brand.
  • Stories elicit emotions. We all know the decision to buy ANYTHING is an emotional one. Douglas Van Praet, the author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing, says it better than I can: “The most startling truth is we don’t even think our way to logical solutions. We feel our way to reason. Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. They constitute the foundation on which they’re made!”
  • Stories increase the trust and likability of your brand and influence people to buy. Again, there are three conditions present for someone to buy which is WHY stories are so crucial for your brand. Know. Like. Trust.
  • Aside from being so memorable, stories are tools of power and persuasion. When you tell a story people slow down and listen. According to research, even the ability to listen to other peoples stories is seen as a powerful quality.
  • Your “Brand Story” IS often times your differentiator from your competition, and it can often be your “Unique Selling Proposition” (USP).

Through successful brand storytelling, you are not just selling, but inviting prospective consumers to connect with you.

What Makes A Great Brand Story

There are really 6 Key Elements to A Well Told Story.

  1. A Point or a Purpose: I call this Origin and destination. Where are they now and where are you taking them? What is the journey you will take them on? What is the point of this?
  2. SPELL-BINDER: This is your hook and this is where it is VITAL to know your Ideal Customer Persona and what will arrest their attention.
  3. Tension: You need a protagonist that has conflict or tension…You need to see the emotional ups and downs
  4. Action: This is about your audience seeing themselves as actors in your story. In order to get this piece right it’s important to know your ideal audience and avatar so they can relate and be compelled to action.
  5. Resolution: How were the tensions resolved through action of the protagonist?
  6. (In Brand Context): How does this story impact and how can it help YOU…the customer.

How To Use Story In Your Business

Well the first step is to WRITE YOUR STORY! It takes less than ONE hour to do using my One Hour Brand Story Planner.

It will teach you: A) how to tell a story That clearly states the problem you solve for your customers and and WHY you do it, B) how to tell a memorable story that connects and anchors people to your brand, and C) how to write a story that allows people to relate to you and your business, and build trust with your customers.

Your brand Story is the cornerstone of your marketing efforts and many brands DON’T have one. Your brand story IS your competitive advantage.

“Storytelling is by far the most underrated skill when it comes to business.”
– Gary Vaynerchuk

This formula can be used to craft the about page on your website, testimonials and case studies, social media posts, blogs, video scripts, newsletters, speeches and talks, facebook and Instagram AD copy and the list goes on.

Story in Social Media

Story is the basis for social media. This platform was built on the basis that people like to share stories about themselves and others.

It is predicated upon connection, authenticity, participation and engagement.

Using the brand story planner, anyone can be a good storyteller. The formula is so easy to follow.

10 Story Ideas For Your Business

  1. Tell stories about your customers (like Southwest Airlines in their “Every seat has a story” campaign and why they use your brand.
  2. Give a behind the scenes story about your business. People love a “sneak peak.”
  3. Tell the story of the process used to manufacture or develop your product,
  4. Tell the stories of your staff
  5. Share stories of your personal life
  6. Tell metaphors that align to your business
  7. Tell the story about why you started the company
  8. Tell stories about your brand philosophy
  9. Tell the story of your brand’s WHY our brand stands for XYZ and the values of your brand. Examples: against plastic bottle usage, for a plant-based life style, for natural beauty care, for helping wounded vets, etc.
  10. Tell the story about your position in the market place and why you decided on that positioning, what it means to your business.

Important for Small Businesses

Brand storytelling can be the difference between success and failure for a small business.

A great story can be the perfect pitch for PR and for the media. It can land you in magazines, on podcasts, television and more.

Small businesses thrive off of a good story. Most Americans want to support small businesses. A unique story attracts customers and boosts business.

Personal Branding

If you have a personal brand, your STORY will definitely be your differentiating factor in a crowded marketplace.

Mistakes to Avoid When Crafting Your Brand Story

1. Being too professional or surface level

Get personal. Customers are looking for more than just a good product or a catchy sales pitch. They want a personal element.

Be strategic about the stories you tell and always ask “what am I trying to achieve by telling this story?”

2. Not being honest

In a world with endless scrutiny, staying honest is non-negotiable.

If you rely on dishonest storytelling, you will get caught and your brand will suffer because of it (Godin, 2012). Stick with the truth and customers will reward your honesty.

3. Over-emphasis on Data

Numbers are valuable in any business, but when it comes to your brand story, they need to take a back seat to emotion.

95% of purchasing decisions come from subconscious emotions, not rationalization. Ensure that your story evokes an emotional response.

4. Making it too long

You can definitely have a couple different versions of a brand story but both should not be simple and not too long.

For length think about a story you can tell on the back of a package of chips in a 2” x 2” square space. A great example of this is SIETE FOODS.

They have a larger brand story on their website and an abridged version only 5 phrases long on their packaging.

There is beauty in simplicity; people will remember more from a simple story than one convoluted with details. Don’t let your story become distracting; keep it simple and powerful.

5. Believing that You Are Your Customer

While in some cases your profile is similar to your customers, often times we are very different than the people we serve. As with all marketing, brand storytelling requires knowing your audience and speaking directly to them.

Figure out who your target audience is and showcase their pain points and struggles in your story so they can identify and come along for the journey. Make sure “your why” will resonate with their values as well.

Stellar Examples

The most successful companies put storytelling to good use in their branding. Here are 3 examples of companies with excellent brand stories:

Dove

Brand Story

Dove rebranded itself with the “Real Beauty” campaign in 2004, creating a story of a company who believes that all women are beautiful.

Why It Works

This story was a game changer for Dove. By focusing on real people and eliciting emotion in their audience, Dove went from just another beauty brand to one that empowers and relates to women everywhere.

In Sum

The “real beauty” of Dove’s campaign was how well their story connected to their customers.

TOMS

Brand Story

TOMS founder Blake Mycoskie traveled the world and witnessed young children struggling without shoes. He decided to do something about it, and established his One for One model.

Why It Works

The simplicity in the story is what makes it memorable. The shoes looked very different in the American market and those were an acquired taste for consumers, however they gravitated toward the cause and the story of TOMS immediately.

It also resonates with its target millennial audience, who want to support companies making a difference.

In Sum

The STORY of TOMS is what catapulted the brand’s success early on.

Apple

Brand Story

Created by two college dropouts with visions of innovation for the future, Apple helped spark a technological revolution. Two visionaries came in and disrupted a very boring, confusing industry.

Why It Works

Apple made personal computing accessible and the design interesting and innovative. It made it’s customer’s the hero of the brand.

In Sum

Apple represents creativity, innovation and design. It took the intimidation out of computing and made its customers creators. In terms of revenue, Apple (APPL) outperforms (MSFT) by more than 120% to this day.