What Is A Brand Story?

A brand story is a narrative that conveys the heart and soul of a brand including its mission, values, personality and positioning. It tells the story behind the brand which creates a personal and emotional connection with customers. By understanding the power of brand stories, brands can forge a connection that fosters trust, loyalty and advocacy. In this article we will guide you through what a brand story is and it’s value internally and externally, it’s benefits, how to create a brand story with some inspiring brand story examples.  

Brand Story as Part of Brand Strategy

A brand strategy includes many things, but one of its most valuable is the story behind the brand. It is an emotional pull and explains who the brand is, what it stands for and why it matters through storytelling. Brand stories convey a brand’s messages, personality and values through the stories they tell. They often begin with an origin story, which is the story of how the business began. Apple’s origin story began with college dropouts Steve Jobs and Steve Wozniak making a personal computer that was user-friendly and accessible in Jobs’ garage. Apple continued to use storytelling to connect with customers on a personal level, promoting the user experience more than the product.

Types of Brand Stories

When it comes to brand storytelling, there are a number of brand stories you can tell. The type of brand story may differ but they all have the same aim of creating a connection with the customer. The main types of brand stories are:

• Origin story:  This is one of the first stories for a brand which explains its history and reason for being. This story goes beyond the formal timeline of the brand’s inception and explains why it was created and what it brings to the world. The continuation of the storytelling with other brand story types will often incorporate this initial ‘why’.
  • Example: BHP’s origin story begins in 1883 when Charles Rasp, a boundary rider on an Australian sheep station, discovers silver and lead at Broken Hill. This iconic Australian origin story connects with customers to this day even though it is now the world’s largest mining company. With the slogan ‘The Big Australian’, BHP tells the story of 140 years standing for strength and continuity.

• Social mission story: These stories demonstrate the social awareness of the brand and the values it is committed to uphold. In today’s market many consumers are looking for sustainable and environmentally conscious products. Brands that address environmental concerns tend to stand out and help environmentally conscious customers feel a connection to them.
  • Example: Clothing brand, Patagonia has a well known commitment to sustainability above profit which is told through their brand stories. Since their inception 50 years ago, the company has never wavered in their commitment to the environment and producing ethical clothing. Their commitment to helping the earth has inspired customers and created loyalty, with the brand now one of the most reputable in the market.
    
• Overcoming adversity story: Coping with adversity and overcoming the odds can create inspiring stories for brands. The world is not perfect and we all face adversity at times so when a brand tells a story of how they overcame adversity, it can resonate with customers and give them an emotional connection.
  • Example: Four Pillars Gin, a boutique distillery in Victoria, had a devastating setback in 2015 when a fire destroyed the distillery and all the gin. Instead of giving up, the company rebuilt, expanded its product line and came back stronger. They evolved from a small brand to one of the most popular gin brands in Australia.

• Product journey story: How a product or brand began and the expansion or evolution of their offering can be weaved into a brand story. Unlike the origin story which is based on the emotional connection of the history of the brand, a product journey story focuses on the product itself. Brands can use product journey stories to show how innovative they are and they continue to answer their customer’s needs and make life better for them.
  • Example: Apple products evolved from a computer to interconnected devices like the iPod,  iPhone, iPad, MacBook, Apple Watch, and AirPods. Throughout their product journey story, they highlight the brand’s evolution and commitment to improving technology for their customers.

Benefits of Brand Stories

Brand stories build connections that take first time buyers to loyal, long term customers. The story element humanises the brand and results in a myriad of benefits that include:

Stronger emotional connection:  Brand stories that humanise the brand by using emotional language, showing empathy and compassion, transform the brand from a mere product to a relatable experience. A brand story can create an emotional bond that is even more important than the product or service they are offering.

Increase brand loyalty: A strong brand story can increase customer loyalty, creating an emotional bond and keeping them coming back for more. For brands to build loyalty, they need to have regular brand stories with consistent messages that the customer can relate to. These consistent messages connect with the customers values and experiences and make the brand more relatable and memorable to consumers.

Enhance brand differentiation: If they are authentic, most brand’s stories will be different. Each brand has its own unique origin story and history which will help it stand out amongst competitors. By conveying these stories that set them apart, customers will be able to differentiate between one brand and another which can influence brand preference. 

Clear communications of values: Customers do not only connect to products but to the values the brand represents. Through brand stories, brands can communicate their values and what they stand for. Stories of the origin, social missions and even product journeys can connect consumers to the values of the brand.

Increased sales: Because storytelling helps brands connect with their customers, it often inspires sales. Storytelling makes the brand more memorable and impactful particularly when it is a clear and emotional narrative.

Steps for Creating a Brand Story

While some brands like Chanel and Apple naturally have a compelling brand story because of their founders, other brands need to create a brand story that will bring customers closer to their brand. These stories are not simply about facts and figures; they are carefully constructed narratives that highlight a brand’s values, mission, and unique identity. Follow these steps for creating a brand story.

Define your core values and message: Write down your core values like what drives you and why does it matter. Your core values might be authenticity and transparency, sustainability and innovation. Whatever your core values are, these will be the foundation of your brand story, and the common theme in each narrative. 

Understand your audience: Good brand stories work because the customer relates to them so understanding your audience is essential. To understand your audience, look at demographics like eco conscious consumers, home-owners, single parents, tradies or professionals to name a few. Understand their pain points, beliefs and dreams to build up stories that they can relate to and will help solve some problems.

Build the framework: This is the stage where you address the customer’s pain points and offer a solution through the brand story. This might be a story of someone losing weight with a particular personal trainer, or a university student getting a job through using a recruitment agency. To create these stories, build a framework to follow, starting with the hero which is the audience. The story needs to be about them and issues they need solved. The brand steps in and solves their problem, resulting in the transformation which is the results they can achieve using your product or service.

Integrate stories: With this framework in mind, integrate different stories so that the core values and brand purpose are consistent. Whether it is a behind the scenes look at a photo shoot, stories of the brand’s personal challenges, or product evolution, consistency within the story narrative will make the brand instantly recognisable and contribute to brand fluency. For example in the past Patagonia produced a ‘behind the seams’ video highlighting their focus on fair trade employment, which still aligns with their values today.

What Makes a Strong Brand Story

As the narrative behind the product or service, brand stories are either capable of elevating your brand or destroying it if not carried out correctly. There are a myriad of things that can make a strong brand story that resonates with your customers and fosters support beyond the product or service. 

Being clear and concise: Do not complicate your brand stories or messaging. Make sure the brand stories are clear and concise and not overcomplicated. Any unnecessary details or jargon in a brand narrative can dilute the brand so keep the message simple.. Parts of this plan could be focused on acting upon any negative customer feedback, increasing community involvement or releasing regular press releases. Great way to put you ahead of any potential bumps in the road to protect your brand’s reputation.

Authenticity: Customers can detect fakeness or manipulation from a brand, so be authentic in your storytelling. Identify your clear purpose and values and represent those in your stories. By being honest and transparent in your storytelling, you will attract the right customers and build credibility.

Relatability: By being relatable, consumers will be able to relate to your brand and what it stands for. Share challenges you have faced in stories to make them relatable and inspiring. Create stories that mirror the experiences of your customers, their challenges and their aspirations.

Emotional connection: Keep in mind that your stories need to be the catalyst for an emotional connection to the brand. Be aware of the feelings that resonate with your customers, whether that is joy, inspiration, or nostalgia, and create stories that align with these emotions. 

Consistency: Once you create brand stories that relay the brand message, personality and values, be consistent with the message. This consistent messaging will reinforce the brand identity, avoiding confusion and ensuring customers receive the same message each time.

Brand Story Examples

Brands that have used storytelling to create an emotional and human connection with customers have succeeded in creating narratives around their values, services and products. We look at some brands that tell incredible, authentic stories that have resonated with their audience.

• Qantas: With a nickname like ‘The Flying Kangaroo’ and the official slogan of the ‘Spirit of Australia’, Qantas has excelled at creating an emotional connection to its customers which has continued through its brand storytelling. The airline’s ‘Feels Like Home’ videos captured the emotional experience associated with travel and coming home. Some of the series features a young couple managing a long distance relationship between Australia and London, and a family in Perth who are reunited with their grandmother in the UK. These brand stories reflect the love of family, the pull of being home and the way Qantas brings families back together.

• Apple:  Since the story of Apple founder Steve Jobs and his philosophy of thinking differently, the brand has continued to use brand storytelling to create a connection with their customers. The ‘Dear Apple’ campaign was a two minute video of Apple customers showing the world the difference the Apple watch had made to their lives. People spoke about their real life experiences and how it had saved them and changed their lives. Another aspect of the campaign was hand-written letters being read out by people which instilled a sense of warmth and trust.

• Vegemite: As a brand that embodies national identity and nostalgia, Vegemite has used storytelling that relies on generational loyalty and Australian culture. The Vegemite brand has a history of over 100 years, and promotes itself as proudly Australian owned. Although it was not popular at first as it was in competition with Marmite, the spread took over the market in World War II. Clever marketing and brand stories evoke a sense of nostalgia and cultural pride for Australians. Now Vegemite is more than a product. It is a representation of the Australian identity.

A brand story is a powerful marketing tool that gives your customers insight into the company’s personality, mission and values. As a separate entity, brand stories are different from the service or product but essential to a brand’s success. As market leaders in branding, Brandwell can assist you in creating the perfect brand story for your business.