The Story of a Brand

The Story of a Brand

Kayla Graham

When you think of a brand, the first thing you picture might be the swoop of a Nike symbol or a glowing apple. But there’s more to it than that: brands are the stories we tell. Storytelling has the power to build a personal relationship with clients. A good tale hooks people and becomes loved—a good brand story does the same. The right branding increases a business product’s value. It establishes relationships with customers that span time zones and generations—and then nurtures those relationships. 

Why is a brand story necessary? 

Compelling storytelling influences, educates, and inspires; it can create connections between people, build desire, and motivate action. Just like a great story, a brand can engage people. Compelling brand stories will draw people in and spread a message—like when a friend recommends a great book. Convincing narratives paint brands as unique and create emotional connections with audiences. Consumers want to connect and interact with brands; they want to be recognized. In our current branding culture, an audience expects a good story.

A great brand story fosters human connection. Nike’s “Dream Crazy” ad with Colin Kaepernick tells a human story to engage its audience. The ad shows the similar struggles and triumphs of many athletes. It stirs people and has an impact. The advertisement has become widely discussed and is an important part of Nike’s brand story. 

What your brand story should include:

Why you do it: Think about what the purpose of the brand is. What kind of problem does it solve? What kind of need does the brand fill? How does your brand improve lives? Talk about the motivation behind the business and what you believe in. People want to believe in a brand’s principles. Discussing why you do what you do can establish trust.

Who you are: Good characters drive engaging stories; they build your brand’s personality. A good story is personal. Tell stories about your brand’s people, values, origin, and anything else you feel builds your character. A connection with a human being creates more trust and loyalty than a faceless corporation. 

What you do and what sets you apart: This can be the product and services you provide and how it sets you apart from the competition. Reveal your accomplishments and values.

But, above that, take the opportunity to talk about challenges and successes; this makes a brand relatable.

Share your story:

  • Spread your brand story through articles and post them on different platforms.  
  • Stay active on your social media platforms like Facebook, Instagram, Twitter, and LinkedIn. Stories spread when people share, like, and retweet.
  • Encourage others to share your story. Give people an incentive to share your posts by placing a call to action at the bottom.
  • Encourage interaction with your story. The best stories are told time and time again.