Are You Telling the Right Story About Your Brand?

What is a brand story? 

In simple terms, a brand story answers this question: Why do you do what you do? It’s a deep dive into your vision, so it requires a story rather than a statement. The most important part is to reach beyond the sale of a product or service. 

An example of a company with a well-known and successful brand story is Apple, which chose early on to differentiate itself from other tech giants. From the beginning, Apple leaned into its humble beginnings as a company founded by college dropouts to create user-friendly tech for the average family home. Apple helped bring tech to everyone, not just to computer whizzes and professionals. Apple’s brand story humanized both the creators and customers. 

Apple didn’t focus on the “what” — creating computers. Instead, it concentrated on (and continues to focus on) the “why” — giving the everyday person access to the latest and greatest technology. 

Apple’s story is also a great example of how personal branding can intersect with the company’s goals. Steve Jobs’ personal branding was an example of the success someone can have with the right story in place. Of course, not everyone is going to be the next Steve Jobs. Your brand story doesn’t need extravagance; it just has to be authentic. [Read related: How to Boost Online Awareness of Your Brand]

How to tell your brand’s story effectively 

Here are some tips for identifying and sharing the right story about your brand.

Define your purpose.

Before you start telling your story to others, you have to tell it to yourself. Take the time to define the purpose of your brand. If your brand were a novel, what would it be about? Once you define this core driving purpose, the other facets of your story — like language, tone and form — should fall into place.

Turn this storytelling initiative into a party. Get together with your whole team, and share the words and ideas that resonate with you. Start with the basics, and go from there. Why does your company exist? What problem are you solving for people? How did your company come about? Where do you hope to go from here?

Get a fresh perspective.

When you’re in the weeds of your business every day, it can be tough to see your brand objectively. You probably have a fixed idea of what your brand means, because you talk about it with colleagues and partners. But this might not be the best story for your customers to hear.

When you craft your unique brand story, work with individuals outside your brand who can offer you a fresh perspective. If possible, collaborate with a brand expert. They can ask the right questions to get to the heart of your story and help you align it with your audience.

If your business is a startup and you can’t afford to hire a brand consultant right now, not all is lost. Instead, gain a fresh perspective by talking with friends, testers and other brand outsiders. Ask them how they see your business and how they would describe it in five words.

Identify the right audience and the best medium.

When you write a letter or an email to a friend, you don’t start with something impersonal, like “To whom this may concern.” Instead, you tailor the message to the recipient, using their nickname, peppering the prose with inside jokes and signing off with a special note. The same care is required when you craft your brand story. After all, you want customers to feel drawn to your business as if they were friends.

Accomplish this by getting to know your target audience so you can choose the perfect channels for your story. Consider which websites and social media channels your audience prefers, and then edit your story so it caters to those channels and effectively attracts your intended customers. Although your brand story relies heavily on written storytelling, it’s also important to consider a design that complements the story. [Learn more about building a brand that speaks to younger generations.]

Protect your brand’s reputation.

An excellent brand story can fall flat if your brand’s reputation contradicts your intended message. Regardless of whether a bad reputation is deserved, there are ways to protect yourself and your brand from scrutiny. For example, if your brand prides itself on helping people but your social media accounts are full of backlash from spam, unhappy customers or a mix of both, this will harm the effectiveness of your brand story. 

Here are some ways to protect your brand’s reputation:

• Use an online reputation management service.
• Consider the user experience when you’re designing web layouts and brand logos.
• On social media, respond to comments and answer direct messages promptly and politely.
• Read reviews to monitor public opinion of your brand, and respond to online reviews — even if they are negative. 
• Share positive news about your brand in press releases and on social media.

What happens when you tell the right (and wrong) brand story

Authenticity is one of the keys to telling a great brand story. When audiences sense you’re being truthful with them, they are more likely to engage with your brand. On the other hand, if your story comes off as forced, robotic or inaccessible, your brand is less likely to resonate with people — which means it won’t convert potential customers. 

Benefits of telling the right brand story

A compelling, well-executed brand story can provide these benefits:

• Better customer connections: People choose brands with captivating stories and are likely to avoid narratives that seem insincere, self-congratulatory or overly sales-y. Displaying an empathetic and honest side of your brand can evoke an emotional response and give customers a deeper understanding of your company’s values.
• Stronger brand loyalty: A compelling, open and authentic story that inspires and aligns with your audience’s beliefs creates a sense of shared purpose, thus helping to build trust and foster brand loyalty.
• Increased brand recognition: A well-crafted brand story can make your company recognizable and memorable to your target customers, making them more likely to engage with your business and products.
• More favorable value perception: Customers often pay more for brands they really connect with and stick around for the long term. Additionally, these loyal customers can become brand advocates, further boosting your company’s perceived value among your target audience.
• Streamlined communication: A clear brand story often serves as the main point of communication — and not only to your customers. It simplifies internal communication, making it easier for employees to present the brand’s identity and messaging accurately.

Consequences of telling the wrong brand story

Just as the right brand story can have a positive impact on your business, the wrong story can have a number of negative consequences, including the following:

• Damaged business reputation and customer relationships: Poor brand storytelling can damage the relationship and trust you have built with your customers, since they may no longer connect with or understand your brand’s purpose. This can hurt your business’s overall reputation among your target audience and the general public.
• Poor audience targeting: The wrong brand story can target the wrong audience by introducing your product to people it was not meant for and who were never likely to buy it in the first place. This can result in missed opportunities to reach customers who would actually be interested in your offerings.
• Reduced sales: If your brand story doesn’t connect with your intended customers, they’re likely to lose interest in your brand (or never have interest in the first place). This ultimately leads to a decrease in overall revenue.
• Wasted resources: Poor brand storytelling puts your business’s and your team’s time, energy and money in the wrong place. You won’t see the return on investment you’re looking for in your marketing efforts if your story doesn’t resonate with your customers.

A great story delivers big value

The value of a great story is immense; it creates longevity for your brand and helps you build trust with customers. With the internet playing a big role in a brand’s reputation and legacy, make sure the story you tell is authentic and compelling. When people are moved, inspired or fascinated by a story, they will keep giving you their attention and will want to be a part of your story, too. 

Danielle Fallon-O’Leary and Roy Morejon contributed to this article.