INSIGHTS

We’ve guided you through the elements of brand strategy we feel are important to your business, and that should have been it, but what do you do with your vision, values, etc, that you have just defined? Well, you craft your brand’s story – this is the heart of your brand’s identity and can strengthen your brand identity and resonate with your audience.

Why Brand Storytelling Matters

People enjoy stories, but more importantly, they remember stories rather than facts (most people), so they are more likely to remember you and also tell others and relay your story on, so become your ambassadors. Your brand story creates…

1. Emotional Resonance: Stories evoke emotions, and emotions drive connections. A compelling brand story can make your audience feel something, forging a deeper bond with your brand.
2. Memorability: People remember stories better than facts and figures. A well-told brand story can stick in your audience’s minds long after they’ve encountered it.
3. Authenticity: A brand story authentically communicates your brand’s values and mission. It provides transparency and builds trust with your audience.
4. Differentiation: In a sea of brands, your story sets you apart. It’s a unique narrative that helps you stand out and be remembered.

What do you need to write a Compelling Brand Story

1. Beginning (Origin): Start with the beginning, your brand’s origin story. How did it all begin? What inspired its creation? Tesla’s story, for example, starts with Elon Musk’s vision to accelerate the world’s transition to sustainable energy.
2. Middle (Challenges and Growth): Every great story has challenges and growth, and people are more likely to cheer for you if they know the challenges you have encountered. Highlight the obstacles your brand overcame and the milestones it achieved. Nike’s story includes its journey from a small startup to a global athletic brand.
3. End (Vision): Conclude with your brand’s vision for the future. What impact does your brand aspire to make? Disney’s story paints a vision of making people happy and inspiring generations through storytelling.

Writing your brand story should now be a little easier if you have been reading our brand series, as you will know your vision, values, tone of voice and brand personality. This gives you an understanding of what your story should contain. Also, remember the following…

1. Know Your Brand: Understand your brand’s core values, mission, and vision. Your story should authentically reflect these elements.
2. Know Your Audience: Tailor your story to resonate with your target audience. What will they connect with? What emotions do you want to evoke?
3. Clarity and Simplicity: Keep your story clear and concise. Avoid jargon – simplicity often resonates better.
4. Visual Elements: Consider visual storytelling elements, such as imagery, videos, or infographics, to complement your narrative.
5. Consistency: Ensure your story aligns with your brand’s messaging, tone, and personality. Consistency reinforces your narrative and as we know, consistency is key!

Looking back through the examples we have used to help frame our guidance – the brands we have highlighted – these are their brand stories…

• Disney: Disney’s story is one of magic, joy, and imagination. It’s the story of a company that creates dreams and happiness for families worldwide.
• Tesla: Tesla’s story is one of innovation, sustainability, and revolution. It’s the story of a company determined to change the world’s energy landscape.
• Nike: Nike’s story is one of inspiration, determination, and achievement. It’s the story of individuals pushing their limits and pursuing greatness.
• Oxfam: Oxfam’s story is one of compassion, justice, and global change. It’s the story of a brand dedicated to ending poverty and injustice.

Craft your brand story with care and also ensure you use it across your digital platforms, printed materials, any PR and when you talk about your business.

The CreativeHutch Approach

At CreativeHutch, we’re not just advocates for brand strategy – we live and breathe it. Our approach is rooted in the belief that a distinctive brand is a powerful asset for any business. We tailor brand strategies that go beyond visuals, weaving a narrative that resonates with your audience.