The anatomy of great brand storytelling

Quick Takeaways:

1. Brand storytelling uses narratives to illustrate a brand’s values, identity, or products and services.
2. Following the traditional story arc in a brand narrative promotes clarity, forges emotional connection, and creates compelling stories.
3. The brand’s audience should be the hero of the story.
4. Create stories that evoke emotion to build connection, engagement, and lasting relationships with the audience.

A compelling brand story can change the trajectory of a brand and captivate audiences, turning them into engaged brand ambassadors. Brands that do storytelling well tend to stand out in crowded marketplaces, differentiating themselves and shaping trends in the process. Overall, brand storytelling is a useful tool that requires a bit of effort and time to get right, but the payoff in loyal brand enthusiasts is worth it. So, here’s how to do it right. 

What is a brand story? 

At it’s core, brand storytelling is the process of using a narrative to illustrate a brand’s values, identity, or products and services. These narratives tend to follow the traditional story arc of the hero’s journey, but focus on the brand and its audience, not the fictional hero. The first lesson in creating engaging brand stories is to understand the elements of the story arc from the setup to the climax and the resolution, and everything in between. And, while not every narrative requires an extensive storyboard, it’s a great place to start because it creates a compelling story that builds connection with your audience, helps solve a problem, and leaves them with a sense of accomplishment at the resolution. There is a reason why the story arc has remained the same for a very, very long time.

Tip #1: Make your audience the hero

Making the brand the hero in the story creates a narrative that is too distant from the reader and slightly egotistical, resulting in a tale that does not resonate with the audience. Your main focus as a brand is the customer, so make them the hero and the brand the guide. Take the customer through the journey and allow them to see their role in supporting and engaging with the brand. 

If you have more than one customer persona, use those to define different stories, starting by identifying each’s unique challenge and how the brand solves for that challenge. Targeting your audience with distinct narratives shows a refined understanding of their needs and how the brand will meet them. 

Tip #2: Incorporate brand values and voice

The brand is the constant throughout the narrative, aka the guide, so you will need to ensure that each narrative carries the brand’s signature and values. Do not try to create something that doesn’t relate to your mission, vision, values, or goals, as it won’t fit and it might lead to confusion about the goal of the story. Essentially, don’t get caught up in trends just because they get likes or engagement. Keep it consistent and relevant to your brand. 

We live in an era where audiences are seeking brands that stand for something. Creative storytelling allows you to draw audiences in and be clear about your stance in a creative and subtle way, which can feel less risky. 

Tip #3: Think long term

Stories and brands evolve, but brand storytelling should incorporate a sense of aspiration or forward-looking goals. Since you want your brand to be around for a while, make sure it stays top of mind with innovative and forward-thinking story lines that speak to evolving and growing with your audience.

Tip #4: Engage, inspire, and evoke emotion

The first goal of storytelling is often to evoke emotion in order to build connection, engagement, and lasting relationships with your audience. If you envision the best brand storytelling examples, like Patagonia, Burt’s Bees, or AirBnB, they all leave you feeling something, whether or not you like the brand. Conversions are the likely byproduct of a well-told story delivered to capture emotion and make people feel something for your brand. If you aim to leave a lasting impression, those that you inspire will be brand ambassadors and those that don’t like it will most likely talk about the brand anyway. 

Tip #5: Get creative and don’t hold back

Ad competition is fierce these days. Step up and tell new stories. Get feedback form your audience, tap into what your heroes are doing, discover what kind of content or value add they are looking for, and show them you understand them. Don’t just do the same old boring stuff or jump on the latest trends. 

If you are short on budget, use an iPhone and an editing app to get started. Some of the most viral videos are low-budget productions. It doesn’t have to be a million-dollar story, it just has to be well thought out and published to get a response from people.  

It’s time to add brand storytelling to your brand’s collection of market penetration strategies. With the tips listed above, you can start driving real value fast and create engaging narratives at the same time.