5 Ways to Tell a Powerful Brand Story Without Being Bland
Brand story. It’s a buzz phrase you’ve probably seen, heard and even written hundreds of times. But if you probe a little deeper, do you really know the true value of a brand story?
As storytellers, we work to make every word leap from the page. We write brand stories starting from the ground up, building worlds readers can dive into.
Here’s why brand story is so important and how you can make yours stand out.
Credit: Mike Erskine, Unsplash
So why is brand story important?
Human civilization is built on stories. More than a way of communicating, they’re a form of social currency and a means of stretching the imagination. There’s even research to show stories help mental health and improve emotional well-being.
As a brand, your story forms the heart and soul of what you do. Whether you’re selling double glazing or fine jewellery, your brand story helps to paint a picture of your values. It’s like the glue that holds everything else together, from your tagline and logo to the way you speak to your target audience.
The story is where your brand starts. But more importantly, it’s also a fundamental tool to build trust with your target audience.
Without saying so explicitly, an authentic brand story will tell customers why they should care and why they should trust you.
How to write a brand story that builds trust?
A captivating brand story should hold the audience enough to leave a lasting impression. It should also convince them to invest time or money into your products or services.
While you want to tell a story, that’s no excuse to start with “once upon a time”. Your customers are savvy and they’ll see right through a story that sounds cliched or insincere. Instead, make it sound relatable, whether that’s through sharing personal experiences or simply by being honest. Ultimately, customers value the truth over and above perfectionism.
The aim, just as with any attention-grabbing writing, is to move your audience. Grab them by the hand and take them along for the ride with you.
Examples of some of the best brand stories and why they work
Credit: Paynter
Paynter
Who doesn’t love a meet-cute?
Paynter’s story starts with an awkward hug at a work event, which quickly develops into Becky and Huw starting a business together making jackets with zero waste.
Creating a strong narrative structure, as we see in Becky and Huw’s story, is the glue that will hold everything else together.
In an unexpected turn of events, brothers Harry and William Rolph acquired two fields of ancient olive groves located in Zakros, Crete.
The story behind Two Fields Zakros is one of love. Love of the land, culture and ancient craft.
Based on this alone, how could we as a reader not want to know more?
This is a perfect example of using personal experiences to tap into the hearts and minds of the audience.
The Nudie Jeans Philosophy – Nudie Jeans® | 100% Organic Denim
Short, snappy, full of care. There's a lot Nudie Jeans could say about sustainable fashion, recycled materials and its fair wage scheme. But in classic Scandi style, its brand story takes a more minimalist approach, letting its timeless Selvedge denim speak for itself.
The recipe for Nudie Jeans’ brand story success lies in its brevity; using simple language and short sentences to strike a chord with the reader.
Dr. Bronner’s was founded in the mid-1900s, but its history starts almost a century prior. The Heilbronners were a family of soapmakers who began crafting soaps in their home of Laupheim, Germany, in 1858.
Emanuel Heilbronner (who eventually dropped the “Heil” in his name because of Adolf Hitler and the Nazi's rise to power) was the third generation and emigrated to the United States in 1929. He would start his own business called Dr. Bronner’s in 1948, producing liquid Peppermint soap and health food seasonings.
While the history of Dr Bronner’s could be a Hollywood movie, its six Cosmic Principles are simple.
The key takeaway? Hone your core principal.
“We make jeans. That’s it. Nothing else. No distractions. Nothing to steal our focus. No kidding ourselves that we can be good at everything. No trying to conquer the whole world. We will just do our best to conquer our bit of it.”
Right from the off, we know Hiut’s why – to make jeans. This gives the reader a clear picture of how the brand works; like a well-oiled machine.
How we write winning brand stories
When you’ve got decades of experience in the wholesale fashion industry, there’s a goldmine of story just waiting to be told.
But how do you tell that story to ecommerce customers when you’re known as a B2B manufacturer? Here’s how we uncovered a story of legacy, quality and passion and translated it for an Insta-conscious generation.
Credit: Jim Marsden
So how do you write your own winning brand story?
Here are five ways to get started:
Find your “why”
Why do you get up in the morning? Why does your business exist? These are the questions a lot of brands have difficulty answering. But doing so allows you to really find your tone of voice and speak directly to your target audience.
Take Hiut Denim as an example:
Credit: Hiut Denim
Create a narrative structure
Most good brand stories have a beginning, a middle and an end.
This narrative structure acts as a framework to describe your brand and what it does in a familiar and emotionally engaging way.
Put yourself in the shoes of your audience
While this is your brand story, it’s not about you. It’s about the reader.
Make them the hero. After all, you’re here to solve their problem and give them a happy ending.
Sprinkle in language that pulls on your reader’s heartstrings
Be bold. Be concise. Don’t be afraid to go into detail but be selective with your words to grab your reader’s attention.
Make it sound real
Save the tales of fire-breathing dragons and lost kingdoms for bedtime. Your brand story needs to be real. It has to speak from the heart, with truth, and personal experiences sprinkled with emotion.
Ready to get started?
