We are natural-born storytellers. There’s not a day when we don’t tell or listen to a story.
Stories are how we learn, communicate, and connect with the people around us.
Just as we are known by the stories that make up the interactions and connections with the people around us, businesses are also remembered by the stories they share.
The most influential brands have made their mark through the emotions and meaning their products, services, and experiences evoke – and that didn’t happen by chance. Massive marketing campaigns and genius branding strategies have built the foundation and recognition of these household names by attaching and reinforcing stories that intrigue, endear, surprise and delight prospective customers.
While small and mid-sized businesses do not have the same budgets as Apple, Nike, Amazon, Coca-Cola, and Disney, thoughtful, intentional brand storytelling is accessible to all.
What is a brand story?
“So, tell me about yourself.” This is a question that’s probably all too familiar. But if your company or brand were asked this, how would you reply?
Your brand story might be:
- Your company’s history,
- The business’s founding morals and values,
- The way consumers perceive the brand, or
- How you want the brand to be portrayed.
Your brand story should resonate with consumers. There is no one size fits all approach to a brand story. If you investigate the brands around you, you’ll notice each takes on a unique approach – after all, a brand story should help you stand out.
It’s important to the success of your brand that everyone within your company, everyone who supplies your company, invests in your company, applies to work for your company knows the singular story of your brand’s WHY, WHAT and HOW.
How you put this across, how you bring this story to life is where creativity and ingenuity come in.
How do you make you brand story resonate?
We’re exposed to so many stories in a day. It is important to shape your narrative purposefully. You want to hook your audience with something compelling. Favour authenticity and empathy over grand gestures. People don’t need to be shocked or inspired, they do want to feel a connection.
You can do this by incorporating these elements:
- Keep it Simple
Keeping your brand story simple makes it appealing and easier to recall.
Emphasizing keywords in your brand’s story can also help consumers associate certain things with your brand.
Think of:
- KitKat’s “Take a Break”
- Band-Aid’s “I’m stuck on Band-Aid brand”
- Provide a Solution to a Relatable Issue
By sharing a common issue and your solution to it, you can tell consumers why your business is the answer. They may be actively seeking a solution to their problem, or they’ll be able to recall your brand when they do.
Think of:
- Uber offers a simple solution to finding out an affordable and accessible ride with a few taps of your smartphone
- Mejuri, the no-frills jewellery brand offering affordable, trendy, high-quality everyday pieces – is marketed as a practical purchase rather than an expensive gift
- Establish an Emotional Connection
Emotional connection is key to being remembered, but it can often be the most challenging achievement of a brand story.
Think about brands that evoke an emotional response in your life. You might think about the local floral shop with the owner who helped you pick flowers for a significant occasion. It might be a family-run restaurant or athletic wear company repped by your favourite athlete.
There are a lot of correct answers when it comes to identifying the emotional connection of your brand – and sometimes that answer is already there; you just haven’t picked up on it yet.
Three brands that do it well
Let’s see how some of the top brands do it:
Patagonia
Patagonia has long been known for clothing built for adventure – durable, fun, adventurous, smart, and practical – the company reinforces this with their staunch commitment to sustainability and the environment.
Patagonia boasts programs like their Worn Wear collection, in-store repair services, environment-focused storytelling, and being B-Corp certified.
The brand has made headlines for their activism work on environmental issues and might have even made a cameo on your social media feed for their quality guarantees.
Dove
Dove is outspoken about women’s beauty standards, championing the self-image of women and girls, and advocating for female beauty in all colours, sizes, and body types.
Kickstarted in 2004 by their Campaign for Real Beauty and the Dove Self-Esteem Project, Dove pledged to use “real women” in their promotional material rather than models and digitally distorted images.
As a result, the company has garnered massive amounts of attention, with their campaigns featured on television, in magazines, on billboards, in stores, online, and printed right on the packaging.
Red Bull
Red Bull is known for associating itself with extreme sports and events. With their hit slogan “Red Bull Gives You Wings”, it’s hard to deny the presence of at least one can of Red Bull at a racing or extreme sports event.
In Red Bull’s early days, the brand pushed themselves to make appearances at racing circuits, soccer leagues, and extreme sport meets – plastering logos and handing out cans wherever they could. Soon, they two became synonymous, with the company even taking the step to buy teams and events.
In fact, you’ve likely heard of Red Bull’s Felix Baumgartner Space Jump or perhaps seen one of Red Bull’s extreme YouTube videos, which have amassed millions of views.
So, where can you start?
Finding and shaping your brand story might be something obvious to you, or it might be something you keep drawing blanks on.
A good place to start might be asking yourself the question we started off with – how would your brand answer “so, tell me about yourself”?
Shaping your story will not only help your brand take control of it’s own narrative, but it might even help guide your business in the future.
