Brand storytelling: how to build a story [with examples]

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A brand story is a narrative explaining an organization’s purpose, values, and benefits to potential customers. It’s a powerful tool that helps businesses connect with their audience on a deeper level, either by appealing to their intellect or emotions.

After all, in today’s competitive ecommerce landscape, it’s not just about what you sell but why you exist, what you believe in, and how you improve your customers’ lives. Effective brand storytelling can help you build trust, improve brand loyalty, and drive more sales.

So, how do you craft a compelling brand story? Keep reading to find out.

What is brand storytelling?

Brand storytelling is about creating a narrative around your brand and its offerings to engage your audience emotionally. Instead of simply listing product features or benefits, it focuses on crafting a story that resonates with your audience and reflects your company’s values.

This narrative often includes a brand’s journey, how it solves customer problems, and what differentiates it from competitors. By humanizing your brand strategy and giving it a distinct personality, effective brand storytelling can make your brand more relatable and memorable, which can help you attract new customers and encourage repeat sales.

How to build a brand story

Building a compelling brand story requires strategic thinking to connect with your audience on an emotional level. With the right process in place, you can craft a narrative that not only showcases your brand’s unique value proposition but also resonates deeply with your target customers.

These seven essential steps, outlined in Donald Miller’s book “Building a StoryBrand,” provide a framework for creating a powerful brand story that engages, persuades, and inspires action:

1. Define your brand’s character
2. Identify your customer’s problem
3. Introduce your brand as the guide
4. Provide a clear plan
5. Issue a compelling call to action
6. Highlight the potential pitfalls
7. Paint a vivid picture of success

By following these seven steps, you can create a powerful and engaging brand story that not only captivates your audience but also drives them to support your company. Let’s review each step for building a brand story in-depth:

1. Define your brand persona

Before you can communicate your brand story effectively, you need to define your brand persona. This is the character or identity your brand embodies and presents to the world and is a combination of your brand’s values, personality, and voice.

For example, Nike’s brand persona is that of an inspirational and empowering athlete. It focuses on performance, motivation, and the “Just Do It” attitude. Nike’s messaging often centers around pushing limits, achieving greatness, and celebrating athleticism, resonating with both professional athletes and everyday fitness enthusiasts.

Here are some exercises to help you identify your brand persona:

1. List your brand’s core values: What does your brand stand for? What are the fundamental beliefs and principles that guide your company’s actions and decisions? These core values should be at the heart of your brand persona.
2. Determine your brand’s personality: Is your brand playful or serious? Modern or traditional? High-end or affordable? Determining your brand’s key personality traits will help you create a persona that is relatable, authentic, and engaging.
3. Define your brand’s voice: Your brand’s voice is how it communicates with your audience across different platforms and pieces of media. It could be formal or casual, professional or friendly, educational or entertaining. Consistency in your brand’s voice helps build trust and recognition over time.

Remember, your brand persona should be cohesive across all channels, touchpoints, and customer interactions. This will make it easier for customers to become familiar with your company and improve brand recognition.

2. Identify core challenges

A critical step in crafting the story of a brand is identifying the core challenges your target audience faces. Understanding these challenges allows you to position your brand as a solution provider.

Start by conducting market research to gather insights into your audience’s needs, preferences, and pain points. This could involve surveys, interviews, or focus groups.

Once you’ve identified these challenges, reflect on how your brand can address them. What unique solutions does your brand offer? How can your products or services alleviate these issues?

Amazon identified several pain points that consumers faced in traditional retail experiences. The consumer challenges at the top of their list included convenience, accessibility, variety, availability, and customer service.

To resolve these issues, Amazon developed solutions like one-click purchasing and fast shipping through Amazon Prime, all backed by a huge product selection. This customer-centric approach, including features like easy returns and 24/7 customer support, also addresses the many common pain points customers experience when shopping online. 

Remember, the most effective brand stories are those that resonate with the audience’s experiences and challenges, offering them a solution that is not only beneficial but also emotionally satisfying.

3. Introduce the solution

Creating a solution for a problem your customers face is just the beginning. You also have to convey this solution to them in a way that’s memorable and easy to understand.

Your brand storytelling should focus on how your product or service is the solution to your audience’s challenges. You can do this by showcasing how your brand or product alleviates specific pain points, fulfills their needs, or helps them achieve their goals.

For example, your software solution might offer features that automate tasks and save time if your audience struggles with time management. You could highlight this by sharing stories from real people who were able to improve their daily lives by using your software to manage their schedules effectively, helping them meet important deadlines and freeing up extra time to do the things they enjoy most.

One company that has done an excellent job introducing its solution is HelloFresh. This meal kit delivery service clearly illustrates how its product addresses the pain points of meal planning, grocery shopping, and cooking fatigue.

Through its marketing campaigns and messaging, HelloFresh showcases how users can enjoy delicious and nutritious meals without the hassle of traditional grocery shopping and cooking methods.

Illustrate your unique value proposition by clearly communicating what sets your brand apart from the competition. Is it your product’s innovative features, exceptional customer service, or your commitment to sustainability?

Use a compelling narrative and evidence to support your claims. For instance, customer testimonials, case studies, or quantifiable impacts of your solution can be very effective.

4. Develop an actionable plan

To create a compelling brand story, it’s essential to provide your audience with a clear and actionable plan.

Start by breaking down complex processes or tasks into more manageable steps. Outline the journey you want your audience to take after engaging with your story. This could involve signing up for a newsletter, purchasing a product, or participating in an event.

Once you have defined the goal, break it down into simple steps your audience can easily follow. Use clear and concise language to avoid confusion and ensure that each step naturally leads to the next. This will help your audience visualize the path to achieving your desired outcome, making them more likely to take action.

Airbnb effectively guides its audience through the booking process by providing a user-friendly platform with clear navigation and intuitive design. From browsing listings to completing a booking, Airbnb offers step-by-step guidance and prompts users to take action at each stage.

It uses persuasive copywriting, high-quality visuals, and user reviews to encourage bookings and instill confidence in the decision-making process. Additionally, Airbnb implements features such as instant booking and personalized recommendations to streamline the customer experience and make it easier for users to find and book accommodations.

5. Add a call to action

Creating a compelling call to action (CTA) is pivotal for prompting your audience to take your desired action. It should be clear, concise, and persuasive, directly addressing and guiding your audience.

For example, a skincare brand might use “Experience radiant skin today – Shop Now!” as a CTA in its brand narrative. This not only directs customers to make a purchase but also aligns with the brand’s promise of delivering radiant skin.

Here are some tips for creating an effective CTA:

• Be specific: Your CTA should clearly communicate what action you want the audience to take and be specific about what will happen when they take that action. Use concise language that leaves no ambiguity about what is expected. For example, instead of a generic “Click Here,” use a specific action-oriented phrase like “Shop Now,” “Sign Up Today,” or “Get Your Free Trial.”
• Create a sense of urgency: Encourage immediate action by creating a sense of urgency or scarcity in your CTA. Highlight limited-time offers, exclusive deals, or countdowns to create a feeling of FOMO (fear of missing out) and motivate users to act quickly. Phrases like “Limited Time Offer,” “Last Chance,” or “Act Now” can help convey urgency and prompt immediate action.
• Use compelling language: Use persuasive language that appeals to the audience’s emotions and desires. Focus on the benefits of taking the desired action rather than just the features. Highlight how the action will solve a problem, fulfill a need, or improve their life in some way. Incorporate power words and action verbs to make the CTA more compelling and persuasive. For example, instead of “Submit,” use “Start Saving Now” or “Unlock Exclusive Access.”

Remember, an effective CTA is not just about selling products — it’s also about reinforcing your brand story and values.

6. Highlight the consequences of inaction

It’s crucial to illustrate the potential consequences that may arise if your audience does not engage with your brand. This can be a powerful motivator for action. However, it’s important to frame these consequences in a way that encourages your audience rather than promoting fear.

For instance, you can emphasize the missed opportunities for growth, learning, or improvement and how your brand could help them overcome these challenges.

Duolingo, the language-learning app, excels at showing users the missed opportunities for personal and professional growth if they don’t learn a new language. By emphasizing the advantages of bilingualism, such as improved cognitive abilities, better career prospects, and enriched travel experiences, Duolingo motivates users to engage with its platform.

The friendly, gamified approach makes learning feel accessible and fun rather than overwhelming or fearful.

Remember to maintain a positive tone, focusing on the potential for positive change rather than dwelling on negative outcomes.

7. Paint a picture of success

One of the most powerful storytelling techniques is to paint a picture of success. Show your audience what it could look like if they engage with your brand. Describe the positive outcomes and benefits they can expect, such as solving a problem they’ve been facing or achieving a goal they’ve been aiming for. Use vivid and relatable language to make this future success feel tangible.

For example, instead of just saying, “Our product will help you save time,” you might say, “Imagine what you could do with an extra hour each day. Spend more time with your family, pick up a new hobby, or just relax and enjoy some well-deserved downtime.”

Peloton does an excellent job of painting a picture of personal fitness success and community belonging. Its marketing campaigns focus on the transformational experiences of their users, highlighting stories of weight loss, improved fitness, mental clarity, and increased energy.

By showcasing real testimonials and vibrant class scenes, Peloton makes the benefits of owning their equipment feel immediate and real, motivating potential customers to envision themselves as part of a supportive and thriving community.

Creating this emotional connection can inspire your audience to take action. They’ll want to experience the success you’ve described for themselves. So, don’t just tell them about the benefits of your brand — show them what those benefits could look like in their own lives.

Brand story examples

Brand storytelling has been a crucial component in the success of many leading companies, but brand management strategies vary significantly from one business to the next. Explore some brand personality examples that highlight a diverse range of marketing strategies and storytelling styles below.

Apple

Apple is a prime example of a company that has mastered the art of brand storytelling. From its iconic “Think Different” campaign to its sleek product designs, Apple has consistently communicated a compelling narrative that resonates with its audience.

Apple’s brand persona is innovative, creative, and forward-thinking. The company identified that personal computers were cumbersome, expensive, and only accessible to businesses and the tech-savvy, so its goal was to make technology more approachable and empower ordinary people to unlock their creative potential.

Apple’s solution was the personal computer — a sleek, affordable device that was easy for anyone to use. It also created an ecosystem of complementary products and services that worked seamlessly together.

To promote its brand, Apple encouraged its audience to think outside the box, embrace new ways of doing things, and purchase its products to join the creative revolution. Overall, Apple’s brand story is one of empowerment and a relentless pursuit of perfecting the human-technology experience. It has resonated deeply with customers and set Apple apart as a visionary, industry-defining brand.

Dove

Dove successfully challenged traditional beauty standards through its powerful storytelling. By celebrating real women and their unique beauty, Dove created a strong emotional connection with its audience.

The company’s brand persona is caring, compassionate, and inclusive, while its core values center around celebrating natural beauty in women of all shapes, sizes, and backgrounds. 

Dove identified early on that many women struggle with low self-esteem and negative body image, often feeling pressure to conform to unrealistic beauty standards promoted by the media. The brand positioned itself as a solution to this challenge, empowering women to embrace their natural beauty.

The brand showcases diverse, unretouched models in its marketing and encourages women to feel beautiful exactly as they are.

Dove also invites women to join the “Campaign for Real Beauty” movement by engaging with the brand’s content, using its products, and sharing their own stories of self-acceptance. The brand provides clear steps for women to embrace their natural beauty, such as signing up for its self-esteem workshops or sharing photos on social media.

Overall, Dove’s brand story is centered around its mission to redefine beauty standards and empower women to feel confident in their skin. The brand consistently reinforces its values, personality, and solutions across all marketing and communications.

Omnisend

Omnisend is a marketing automation platform that crafted a compelling brand story centered around empowering ecommerce businesses. By focusing on the unique challenges online retailers face, Omnisend positions itself as a trusted partner in helping these businesses grow and succeed.

This company’s brand persona is professional yet approachable, focusing on simplicity, automation, and empowering ecommerce businesses to succeed.

Omnisend recognizes that many ecommerce businesses struggle with creating and managing effective omnichannel marketing campaigns. The core challenges Omnisend aims to solve are time-consuming manual processes, fragmented customer data, and difficulty reaching customers across multiple channels.

Its all-in-one marketing automation platform provides ecommerce businesses a solution to streamline their marketing efforts. Omnisend guides its customers through a clear onboarding process, helping them set up their accounts, integrate their ecommerce platform, and create their first automated campaigns. The platform provides step-by-step instructions, templates, and best practices to ensure users can see results immediately.

Omnisend also showcases its customers’ success stories, highlighting how the platform has helped them increase customer engagement, drive more sales, and streamline their marketing efforts. These examples inspire potential customers to imagine the positive impact Omnisend could have on their own businesses.

FAQ

To wrap things up, let’s explore some frequently asked questions about brand storytelling:

Brand storytelling vs. business storytelling

Brand storytelling refers to the narrative that encompasses the facts and feelings associated with your brand. It involves weaving a narrative that connects your brand with your customers, focusing on emotional engagement.

This narrative can be expressed through various mediums, including your company’s website, social media platforms, product packaging, and marketing materials.

On the other hand, business storytelling involves using narratives in a corporate or business context to convey a company’s vision, values, or strategy in an engaging and memorable way. Sometimes referred to as B2B storytelling or corporate storytelling, it can be used to inspire and motivate employees, pitch ideas to investors, or attract customers.

While it also involves emotional engagement, it often has a more strategic focus: to achieve specific business objectives.

Business story vs. brand narrative

A business story often refers to the company’s history and journey, including its origins, growth, challenges, and successes. It tends to focus on factual events and chronological developments. 

On the other hand, a brand narrative is a cohesive and compelling story that encapsulates the brand’s mission, values, and vision. It’s designed to evoke emotions and connect with the audience, shaping their perception and understanding of the brand.