A brand story is a cohesive narrative that incorporates the facts, characteristics, thoughts, and emotions created by your brand. Unlike copywriting, which is about showing and telling about your brand, a story inspires an emotional reaction because when done right, it places your customer in the center of the action.
Stories are persuasive because we’re mentally ‘hard-wired’ to pay attention to them and remember their lessons. Our history, traditions, and cultural norms are based on oral and written stories passed down through generations. Neuropsychiatrist Dr. Daniel Siegel says that stories engage all parts of our brain. When we tell a story, the divergent sides of our brains engage in integration and promotes more sophisticated and complex brain functioning. Simply put, stories light up our minds.
The best brands understand that and use storytelling to not just sell their products but to build brand awareness and loyalty. They do this by creating narratives that addresses a conflict and our natural need to resolve it. Of course, the brand is there to help. This is the embodiment of the traditional story arc:
Act one: introduce the hero and identify the problem
Act two: the hero reacts to the problem and experiences conflict with the problem
Act three: the hero resolves the problem with the introduction of an external solution
The story’s reader is the hero, and your brand is the solution. The narrative outlines how the product or service’s features benefit the reader and solve their problem.
So…
Nike sells excellence, not clothes.
Starbucks sells community, not coffee.
RedBull sells energy, not drinks.
Apple sells innovation, not phones.
AirBnB sells experiences, not rooms.
The best brands sell stories, not things.
I love coming up with iconic stories for my clients. The challenge is finding that connection between the brand and the customer. The best way to find it is through asking your customers. They are your best source of inspiration. I don’t think enough brands tap into this essential resource right under their noses.
Once you have that connection point, the story tends to write itself. As long as the product or service is good and the connection point is authentic, you’ve got the makings for a great story that will uplift and enhance any brand. And I’m here to help make that happen. Contact me today and let’s get started writing your brand story.
