What Is A Brand Story? Beyond the Panorama June 3, 2022

What Is A Brand Story?

Brand Story

Written by Vineet Sethi

You have heard the term “Brand Story” in a marketing context, but do you precisely know it?

  • What is the purpose of a brand story?
  • Why telling a good brand story is so important?
  • What goes into a brand story?

Read on to learn more with examples of some brands doing it right.

The story behind your brand sets the stage for each, and every interaction customers have with your brand in your content ecosystem, both in-store and online.

A brand story is a crucial piece of marketing, helping to determine the identity your business stands for, connecting what you are to what you do. Your brand is much more than a logo or visual identity. It is the collective story of what you stand for, as seen through the lens of your customers. 

Brand narratives are a growing trend in marketing, tapping into a fundamental human need to relate to others through stories. It is a technique that centers your customer as the protagonist of the story rather than your brand or products.

  • A brand story is the summation of your company’s story, mission, purpose, and values, with narrative storytelling and structures that flesh it out. 
  • A brand story communicates a business’s history, purpose, and values through narratives that resonate with consumers and leave viewers emotionally connected. 
  • A brand story is a written narrative that describes your company’s origins and your products/services in an emotionally appealing manner. 
  • A brand story is more than just a mission statement or tagline. It’s an intentional narrative about your company and how it stands out from the competition. 

Remember, brand storytelling does not mean telling your brand’s story or products time and time again.

Let us dive into what brand storytelling is, take a look at some examples from the marketplace, and get a better understanding of why storytelling is crucial for the success of your business.

What Is The Purpose Of A Brand Story?

  • A brand story is a marketing tool that can help you achieve several business goals, such as improving customer retention, increasing reach and visibility, and even making money. 
  • A brand story can help you stand out from the crowd, make your company more accessible to new audiences, and inspire people to take action. 
  • A brand story is a tool that helps you navigate the complex and fast-paced world of business and marketing. By telling a compelling story about your brand, you can simplify your message and focus on what matters most: your customers. 

Understanding who they are, what they want, and what challenges they face can help you create products and experiences that meet their needs. 

A brand story is a long-term investment that pays off as you develop your company. Over time, your brand story will evolve and grow, but it’s essential to establish a solid foundation for your story. 

Once you’ve told your story, you can use it to guide other marketing efforts, such as social media posts, advertisements, content marketing, and more.

Why Is Telling A Good Brand Story Important?

Brand stories are central to any business’s long-term success. They help you stand out from the crowd, which is especially important in marketing, where you are competing for customers’ attention. 

The best way to cut through that noise is to find a way to catch people’s attention, engage them, and inspire them to take action. In a word: stories. 

Humans are wired for narrative, and stories are how we make sense of the world. Telling a good brand story helps your customers understand what you do, how you do it, and why. 

Crafty marketing teams use this knowledge to connect with their audiences and forge deep, lasting relationships. 

A brand story doesn’t just inform people about your business; it inspires them. A good brand story makes people feel excited about the product, joy about the founder, or even sadness about a setback.

What Goes Into A Brand Story?

Each brand story is different and will vary from brand to brand. There are a few key components that every great brand story will have. 

  • A good brand story should tell a clear and concise narrative that is easy to understand and engaging. It should focus on the people you serve, the problems they face, and the solutions you provide. 
  • Brand stories need a clear thesis — a central idea around which everything else revolves. That thesis can vary significantly from one brand to another, but that main idea ties the story together. 
  • Finally, every brand story should have a call to action. Like any good story, you want your brand story to leave your audience wanting more. Ideally, you want it to leave them craving your product or service or even eager to learn more about your company.

Brands That Are Doing It Right

There are many great examples of companies that are doing brand storytelling well.

Here are a few of our favorites: 

  • Patagonia: Patagonia is one of the most well-known brands in the outdoor industry. It’s a household name with a reputation for quality and durability. But Patagonia’s brand story isn’t so much about its products as it is about its ethos. The company has long been an advocate for environmental awareness and sustainability. Its brand story links these concepts together: the company does everything it can to avoid waste and minimize its impact on the planet — from using organic cotton to designing products that last as long as possible. 
  • TOMS: TOMS is another example of a brand that uses its story to connect with its customers. One of the most recognizable models in the business, TOMS makes a point to give a new pair of shoes to a child in need for every pair that a person purchases. It’s a simple but powerful message that makes the brand’s mission accessible to everyone. 
  • The Gillette Company: The Gillette Company is an excellent example of a company that uses its brand story to engage its customers more emotionally. The company’s tagline is “The best a man can get,” Its brand story is all about self-improvement. The company uses the tagline to remind us that men don’t have to settle for anything less than their best.

Bottom line

When done well, storytelling in content marketing is one of the best ways to distinguish your brand, build emotional connections with your target audience, and eventually convert them to repeat customers. Storytelling is a way of engaging people emotionally, which means if your company and brand have a story behind it, you are likely to get off on the front foot when it comes to selling.

(Picture Credits: Pixabay)

At Beyond The Panorama, we work with businesses to develop their digital brand presence, and a big part of that is content writing for various channels. If you are looking for help to organize this business function, we would love to have a conversation and set it up! Reach out to us at hello@beyondthepanorama.com on our social media channels.


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