Why You Need A Brand Story

It all started with a story...

The art of storytelling is at the centre of everything we do, and words have a powerful way of stirring emotions within us.  Storytelling dates back thousands of years. Our aboriginal ancestors painted their stories on cave walls, which depicted their way of life and series of events, and maybe even dangers. 

Stories paint a picture for us which help bring details to life, and as you’ve probably experienced, a great storyteller will always attract a curious crowd. We love to be entertained. I’m sure you have a a story or two that comes to mind from a party or an event which someone told you. Or maybe even a funny occurrence that a friend told you about.

Storytelling can forge a link between your story and the people listening. If the story is told in a memorable and interesting way, be it written or spoken, that story will be remembered and potentially triggered weeks or even months after it was told.

So why do you need storytelling for your business?

Your story begins with the connection made when the customer hears your name for the first time, when he or she sees your logo, visits your website and experiences your interactions on social media. By sharing your brand story, you put the dream, the belief, and the why at the centre of everything you do and let your customers adopt it as their own. This is why we have our favourite brands and why we buy from them and not others. It’s because we align our values with theirs. It’s because we believe in that same idea or dream.

“The best brands are built on great stories.” – Ian Rowden, Chief Marketing Officer, Virgin Group.

By clarifying the message of your brand, you enable people to listen and for your business to reach, connect and engage with customers in a way that gives them a reason to care about your product or service. By interweaving your brand story and core purpose into your business marketing, you can show why you do what you do and what difference it makes to your customer.

By putting customers at the centre of your business and your brand story, values can be portrayed from the customer’s point of view instead of the business.  After all, isn’t the whole reason why you started your business is to serve a purpose for your clientele?

A brand story is more than content and a narrative.

It’s a belief. An idea. A vision. And it’s in your DNA. It’s what sets you apart from your competition and why you started the business in the first place. Apple is a good example of this, unlike its competitors, it defined itself by its WHY and not by what it does. It challenges the status quo and offers individuals simpler alternatives by being more than just a computer company.

Patagonia isn’t just a brand. It’s a way of life. And in some ways it’s also for life with their repair shop which restores your Patagonia gear or finds a new home for items no longer needed. Yvon Chouinard, a mountain climbing fanatic, set out to make durable equipment and clothes for himself and his friends. His vision has been clear from the start, make high quality equipment while causing as little harm as possible to the planet, and his following shares the same vision.

Your brand story is your purpose, your beliefs and why anyone should care. It’s the foundation of your brand and a strategy for future growth.

What is your brand story?

The best way to start this process is to ask why you are in this business in the first place and why you do what you do. What problems or needs are you solving? How is your product or service changing someone’s life? Sounds a bit dramatic, but if you can touch someone’s emotions with your brand story, then it’s a game changer. And in the end, it’s your job to give your customers a story to tell.

Your brand story starts with why your company exists. What you set out to change. Who you are serving. What makes you unique. What is your vision.

The famous quote by Ferry Porsche – “In the beginning I looked around and could not find the car I dreamed of. So I decided to build it myself” – is the reason why Porsche started making cars and why it is still so successful today. You don’t need a Porsche, but you want a Porsche. Because it is your dream car. Ferry Porsche’s dream of the perfect sports car is what continuously drives the brand to this day.

So brainstorm with your team, or with yourself, why you are where you are today. Why you started your business. Capture the dreams and the visions into a story board, and filter out the golden threads which you can expand into brand stories for your customers. Help them relate to what you do and why you do it and bring them on your journey with you.

Need help?

If you need support with your content strategy or content writing for your business, shoot me an email to see if we could be a good fit:
​hello@sophiegrut.com

Photo credit: Mike Erskine on Unsplash