What’s A Brand Story? This Is Why Every Brand Needs One to Succeed

Imagine meeting a new person. You can only decide whether you click with them after you know more about them. Like where they come from, what drives them, their values, what’s their personality like and what they want to achieve.

For any brand, it works the same way. Its intended audiences become invested in it if they like what the brand is about. So, if you want to connect with your audiences, you need to give your brand its own story. Your audience needs to connect with your Brand Story.

Writing your brand story is a crucial part in your branding exercise. Today, we will look at what is a brand story, how you should write one, and what role it plays in building your brand.

If you need help creating your own brand story- you can talk to the branding experts at BrandLoom. We will help you lay down the foundations for a successful brand, and help it resonate with your audiences so that they stay invested in you for the long term.

What is a brand story?

If your brand is a person, the brand story is the summary of its life, values and desires. It’s the central philosophy that shapes your brand. It is not a sales document- but a compelling narrative that humanizes your brand, and makes it more relatable to people.

Brand story definition

A brand story is a document that talks about what your brand stands for, what difference it aims to create, the people it targets and its personality. If your brand was a person, and you asked them to talk about themselves in a meaningful way- what they would say will be like a brand story.

However, remember that a brand story is not a commercial document. It is an inspirational document that lays down the foundation of your brand, defines its core aspects and personality. A brand can have many stories- every campaign it creates can have its own story.

Brand Story Examples

Let us take the example of Spiderman, Peter Parker. After acquiring his superpowers, he decided to participate in an underground fight to earn some money. After winning the match, he saw a criminal escaping but did not stop him- thinking it was none of his business.

However, when he came home, he found out that the man he did not stop mugged his beloved uncle Ben. As a result of his inaction, he lost his uncle and his aunt became a widow. Guilt-stricken and remorseful, Peter Parker took up the mantle of Spiderman- becoming the protector of the neighborhood and fighting injustice.

Today, he is one of the most beloved superheroes in the world. People admire Spiderman not only for his superpowers- but also because they root for Peter and his motivation. They identify with an ordinary neighborhood teen who acquired his powers by accident, made a mistake and who now uses his powers to make sure nobody else has to go through the grief that his family is going through.

Spiderman’s origin story is probably one of the most famous and powerful ones in the business. His backstory makes Spiderman the brand one of the most powerful and enduring ones in popular culture.

What does a brand story do?

Your brand story acts as your guiding principle. By looking at it, you can remind yourself and your team WHY your brand exists. Many brands don’t even publish their brand stories for people to see- but it is the foundational document that their team going back to.

The brand story is also crucial in shaping your brand’s communication strategy. Your philosophy reflects in your tone, and informs your brand’s personality. Likewise, your vision and values determine the kind of relationship you want to create with your audiences and employees.

ONE BRAND CAN HAVE MANY STORIES

Yes, a single brand can have more than one story. Every campaign they run, or every branding exercise they undergo must be punctuated by a brand story. This gives the company a better perspective about the communication strategy for the project they are focusing on- and keeps the brand relevant and emotionally available for its audiences.

Read more: https://www.brandloom.com/what-is-a-brand-story