Branding has become an essential part of marketing these days, probably because it helps attract your target audience and create brand loyalty.

You want them to engage with your brand by commenting, liking, and sharing any content you create to bring even more awareness to your company, products, and/or services.

Creating a brand is the first part of that and if you’ve started the branding process, you’re already on the right path.

Brand recognition is a powerful thing.

Presenting a brand consistently across multiple platforms can increase revenue by 23 percent.

Approximately 59 percent of shoppers prefer to buy new products from the brands they trust.

So if you can get branding right, you can grow your business a lot faster than if you didn’t.

If you haven’t started creating your company brand yet, now’s the time to start.

Once you’ve done that, you’ll be ready to create a brand story.

What’s a Brand Story?

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A brand story is a story that tells the world what it was that led to the creation of your brand. It expresses the narrative of how your mission and purpose came to be. Storytelling is a powerful marketing technique that even science has proven to be effective.

A brand story can help you connect with your target audience on a personal level. If you can show your potential clients that your brand shares the same values and that you’re genuinely interested in solving their problems, you’ve got a winning strategy.

And once you’ve got a compelling brand story, your audience will start to develop empathy for you, care about you, and most importantly, they’ll remember who you are.

Why Do I Need a Brand Story?

If you’re new to the world of branding, you might be thinking, why do I need a brand story? Shouldn’t branding my company be enough?

Well, a brand story takes things a step further by allowing you to connect with your readers on a deeper level.

A brand story can make you stand out from other small businesses and help humanize your brand. It can also help you communicate your value better and it helps you attract the right people.

So if you haven’t considered writing your brand story, you might want to give it some thought. If you’ve already realized that I’m right about this and you’re ready to move on and figure out how to create your own brand story, keep reading.

How to Create Your Own Brand Story

Now that you’re well-versed on what a brand story is and why you need one, let’s get to work on creating your own brand story.

1. Establish What the Status Quo Is

The first thing you need to do is establish the status quo. Let your audience know how things were before conflict crept up on you and caused issues for either you or others.

For example, did you see a flaw in a process or product that you rectified in a cool or unique way?

Did you come up with a whole new product that revolutionizes the way we do something?

Once you set the stage, you can then introduce the problem or conflict.

2. Outline the Problem

The next step in creating a compelling brand story is outlining the problem or conflict.

For example, what was the problem you felt the need to solve with your company?

Why do people need your products or services?

What’s in it for them?

3. Provide a Resolution

Once you’ve established what the status quo is and outlined the problem, you provide a resolution.

And that resolution is usually what you did to solve the problem (by creating your company). What problem does your company solve with its products or services?

And how are you solving that problem in unique ways that the competition may not be doing?

Find ways to differentiate yourself from your competitors in a unique way.

For example, one way the bank Aspiration differentiates itself is by letting its customers and potential customers know that when banking with them, you’ll be investing in companies that work to fight climate change and help save the planet.

That’s quite an incentive to someone who’s passion is saving the planet.

Elements of a Good Brand Story

The best brand stories:

  • Use emotion. As humans, we’re driven by emotion and it’s no secret that most people buy based on emotion.
  • Show how your products or services can improve the customer’s life. It might sound like a major feat, but it doesn’t have to be a huge improvement. It can be pretty simple, actually.
  • Connects with the target audience. A good brand story connects with the audience by showing that you understand and empathize with the challenges they’re facing.

Examples of Great Brand Stories

Now, let’s take a look at some great examples of brand stories. You might’ve even heard some of them.

1. Tom’s

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Brand Story: The founder of Tom’s story highlights how he witnessed the hardships of children while traveling in Argentina in 2006. The company was formed because of his need to want to help children in need. That’s why the company gives away one pair of shoes for each pair of shoes purchased.

Letting your customers know that their dollars are going toward helping children in need is a great marketing tactic, but also makes for a persuasive brand story.

2. Beats

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Brand Story: While not as serious a problem as children in need, Beats’ story is simple, yet effective. Beats’ brand story says it brings the energy, emotion, and excitement of playback in the recording studio back to the listening experience. The company says its goal was to introduce a new generation to the possibilities of premium sound entertainment. The company’s goal and brand story are simple, and it sold for $3 billion to Apple in 2014.

3. SoulCycle

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Brand Story: At SoulCycle, we aspire to inspire. We inhale intention and exhale expectation. We commit to our climbs and find freedom in our spirits. We are a fitness community raising the roof at our own cardio party. The rhythm pushes us harder than we ever thought possible. Our own strength surprises us every time. Addicted, obsessed, unnaturally attached to our bikes. High on sweat and the hum of the wheel. Core engaged, we reshape our entire bodies, one ride at a time. Change your body, take your journey, find your soul.

A compelling brand story that speaks to who the company is trying to reach, hardcore fitness enthusiasts looking for a community of inspiration and motivation. Their brand story is so enticing, people are actually willing to pay close to the price of a monthly membership at a regular gym for one 45-minute SoulCycle class.

Ready to Create Your Own Brand Story?

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Creating a brand story isn’t as complicated as it sounds, right? Since you know a little something about it now, you can start creating your own brand story that resonates with your target audience in a way that engages and excites them.

If you haven’t already, check out Branding 101: How to Create a Company Brand in Six Easy Steps.

Was this article helpful? Let me know in the comments and if so, feel free to share on social media.

Author

Founder at The Ultimate Freelance Guide and author of The Ultimate Guide to Using Blogging to Boost Engagement and Drive Sales and Copywriting vs. Content Marketing: A Guide to Understanding the Difference Between the Two and Using Both for Maximum Engagement. Her work has been featured at USA Today and Small Biz Daily and she's written for clients like Columbia, LifeLock, eSurance, Anthem Health, USAA, Rev.com, Princess Cruises, and Rodan + Fields, among others.

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