Crafting a Compelling Brand Narrative: What to Do

A brand narrative or story is the messaging you want to tell the world about your company or brand. It is the essence of your entire branding. It influences the various elements of your brand identity, from visual stories to website copy and social media, and even traditional ads and content. It is the foundation that every other aspect of your brand’s storytelling relies upon.

Here are some examples of the world’s biggest brands and their stories in a nutshell:

  • Airbnb positioned itself as a platform that places customers at the center of the brand. Because the business is about making guests stay at strangers’ homes, customers are in charge of crafting their own narratives around the house they rent out. In effect, Airbnb has become a brand that lets landlords create “authentic” stories to draw people into their listings.
  • International luxury brand Jewelmer was established so thata French pearl farmer and a Filipino entrepreneur can champion ethical and sustainable eco pearl farms on the beautiful island of Palawan in the Philippines.
  • Before its legendary fall from grace, the company Theranos was known for its impeccable branding, albeit one that was directly inspired by Apple. Their founder, tech entrepreneur Elizabeth Holmes, kept saying in interviews and official talks that she wanted to create a world in which “no one has to say goodbye too soon.”It’s because an uncle she loved dearly succumbed to disease she was young. Their brand narrative worked before it was revealed that their tech was not working and that they essentially duped investors and consumers out of billions of dollars. People thought Holmes was to be the Steve Jobs of the medical technology industry.

A brand identity that stands out requires a compelling narrative or story. Here are some pointers for crafting a brand narrative that will communicate your company’s history and vision for the future.

Partner with experts who understand your past and vision

Not all marketing companies are created equal. Your brand would benefit significantly from hiring agencies that cater specifically to your industry or business. For example, if you run an elderly care facility, agencies like are your best bet for crafting a story that compels your audience to listen to what you have to say and choose you over your competitors. They would have a keener understanding of the clients and families you are trying to engage, not just as numbers or statistics but as people who have their struggles and goals for their health as they approach their twilight years.

When choosing a marketing firm to partner with, find a team with a heart and a passion for making the world a better place through what they do-because profit-making alone is not enough to cut it.

Be authentic

The global health crisis and the ensuing recession left no room for brands that are clearly in it simply for profit. While all businesses need to generate income to survive, to be so obvious and upfront about this singular endeavor will more likely turn people off instead of on to your brand.

As consumers grow more aware of just how businesses big and small can impact our environment and the lives of laborers in developing nations, make sure to establish a brand story that is true to your advocacy and heart as a business owner. Here are some considerations you need to remember when crafting a brand narrative:

  • What is your history, culture, context, and purpose for starting the company? How does this rich back story set you apart from your competitors?
  • What local or global issue are you passionate about, and what can you do to cause change? How do you want to use your brand to help bring to light this specific issue? What are the tangible ways you want to use your influence and resources to help bring a solution to the problem?

If your advocacy and story are not coming from a place of sincerity or authenticity, your consumers and audience will be able to see right through it. Do not underestimate their capacity to smell meaningless platitudes and drivel from a mile away.

Storytelling is powerful

There is power in telling compelling stories that speak to the human heart and one’s desire to make the world a better place for the next generations. Don’t forget to use narratives and stories to engage your audience and touch them at a visceral level, not just cognitively. Your brand and business will be all the better for it.

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