Storybranding: 3 Key Elements for Writing a Compelling Brand Story
“Tell me the facts and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever.” - An old Native American proverb
Once upon a time not long ago…. I decided I wanted to start a blog about brand stories.
The problem was I did not know how to write a brand story and I really didn't know much about storytelling.
But I wanted to learn the art of writing and storytelling because I knew the value of a great brand story and the impact it has on delivering a message.
So, I reached out to my super wordy writer friend who's written for magazines and other notable publications and asked her for help.
She tells me with full enthusiasm about the antagonistic force, alpha reader, second pitch point, and climatic turning points in short stories. She shows me a few examples of her work that has been published and points out how she used high concept to flush out a character. Then she turns to me and asks, "So, what is your normal world in your story going to be?"
Huh? Say what now?
I had no idea what she was talking about. I immediately felt overwhelmed and totally unequipped to write my brand story. I wanted to drop my head and run to my car crying like the guy who got his neck chain taken by Deebo in the movie Friday.
Have you ever felt this way about writing? Well don't worry, writing a brand story is not that complicated.
"Inside each of us is a natural-born storyteller, waiting to be released." - Robin Moore
I never saw myself as a storyteller. I thought storytelling was for the "real" writers, for the super wordy writer like my friend or people who write for publications and have aspirations to become the next Hemingway.
That's not me.
Becoming a brand storyteller is not as difficult as it may seem and you do not have to become the next Hemingway to craft a story. All you need to do is take your reader on a journey and allow them to see who you are.
Sharing your brand story gets you attention, inspires your audience bringing them closer to you while forming an emotional connection. Your brand story allows your audience to get a better understanding of your personal values/motivations and your "Why."
Why do you get up every day and do what you do?
Why should they care about what you have to offer?
Why should they trust you?
To do this, a simple story with key elements is enough to connect with your audience and turn your journey into your brand story.
Before we get to the key elements to writing a compelling brand story. Let's be clear on what a brand story is and what it is not.
A brand story is NOT:
A narrative of who you are or what you sell
A logo, tagline, or sales pitch
The copy on your website or the copy in your brochure.
A brand story IS:
Authentic story of your journey.
All that encompasses your brand, complete picture, what makes you unique and forms an emotional connection with your audience
What your audience believes and feels about you based on the messages your brand sends.
Below are 3 Key Elements to Writing a Compelling Brand Story:
1. Your mission.
This is one of the most essential elements of any brand and story. Your mission communicates your "Why" Why did you decide to start your business? Talk about your values and your passion, and how they influence the way your brand operates.
2. The problem.
Your story should explain what kind of problem you’ve encountered and/or are solving for your audience and how you create solutions that meet their specific needs.
3. Your personality.
Good brand stories are driven by your personality. So, let your personality come through the story. People buy from people. People relate to other people. So, let the face behind the brand be visible.
If you want to build a successful, sustainable business and brand you have to start with your story. Your story helps you stand out from the competition and makes you unique because no one can tell the same brand story like you.
Not even Hemingway.