Writing your brand story
Brand stories help brands connect with their audience on an emotional level and create a sense of identity that sets them apart from their competitors. By telling a compelling story, brands can build trust with their customers and create a lasting impression in their minds. Think of it like a superhero origin story - it’s the tale of how your brand came to be and what makes it special. A good brand story should have all the elements of a good story, including characters, plot, setting, and conflict. These elements help create a compelling narrative that resonates with your audience. When done well, brand stories can help brands connect with their customers on a deeper level and build long-lasting relationships.
Brands that win at brand storytelling
Patagonia is a company that focuses a lot of their content marketing strategies on storytelling. The company's mission statement is "We're in business to save our home planet." The brand story here is centred around a commitment to sustainability and environmentalism. The company aims to reduce its environmental impact, including using recycled materials in its products and donating a percentage of its sales to environmental groups. This is voiced consistently through all that they do, from their social media posts, adverts, instore signage and website content.
Red Bull has been using storytelling to position the brand as synonymous with energy and excitement. Through their sponsorship of major events in extreme sports, and their choice of photography in adverts and online content, they have created a narrative of courage, power and achievement. This also comes through in their choice of colour, bold fonts and their writing style.
Over the years Red Bull has sponsored athletes such as Max Verstappen, a Formula One driver and other athletes who embody the spirit of adventure and pushing boundaries.
AirAsia’s brand is built around the idea of simplicity and affordability. There is a strong focus on making air travel as hassle-free as possible. This is why the website is designed to be user-friendly, with a simple and intuitive interface.
The bright red colour of their brand evokes a sense of excitement into travel. Their rewards programme also features a friendly mascot to resonate with parent travellers.
They have also started the AirAsia Foundation, a philanthropic initiative to help bring about social change through entrepreneurship. This is in line with AirAsia’s brand story of being a socially responsible airline that is committed to making a difference in the communities it serves.
Incorporating storytelling into your brand
Tell your story in different ways across your platforms to make the message consistent. Think about the messaging behind the brand's YouTube videos, social media posts, blog post topics, hosted events, email marketing and adverts. What is the focus and the overall feel you get from them? Does it give an accurate picture of the persona your brand wants to embody? Use visuals like photography and design, as well as music to carry your story. Guide the conversation on social media by injecting topics for discussion around your values to resonate with likeminded people. Then interact with and learn from your audience about what they care about.
A brand’s story should be authentic and unique to the company. Consider the needs, interests, and values of your audience. Consumers are more likely to connect with brands that are honest and transparent. Authenticity differentiates your brand from a crowded market. When brands are transparent about their values, mission and vision, consumers support their cause and form a deep bond with the company's success.
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