Brand Storytelling Structure

Today, we're talking storytelling, the storytelling structure I like to use when working with brands, and questions to ask yourself at each phase of the story. 

The Hero's Journey is a story structure popularised by Joseph Campbell, and is made up of a 3-part, 12-phase journey:

👉 Departure

👉 Initiation

👉 Return

Now, you don't necessarily need to use each phase when working on a brand story. But this story structure is particularly useful for creating a strong narrative arc, which all the best stories use.

1. THE DEPARTURE

1. The Ordinary World. The hero’s everyday life is evoked and the scene is set.

2. The Call to Adventure. The hero is called to leave their ordinary world and embark on a journey or quest. They may be reluctant or hesitant at first. 

3. Refusal of the Call. For a moment, the hero is reluctant to take on the challenge, and refuses to accept that change is inevitable.  

4. Meeting the Mentor. Our hero meets someone who prepares them for what lies ahead — perhaps a parental figure, a teacher, a wizard, or a wise hermit.

5. Crossing the First Threshold. The hero steps out of their comfort zone and enters a ‘new world.’

“The hero’s journey always begins with the call. One way or another, a guide must come to say, ‘Look, you’re in Sleepy Land. Wake. Come on a trip. There is a whole aspect of your consciousness, your being, that’s not been touched. So you’re at home here? Well, there’s not enough of you there.’ And so it starts.”

- Joseph Campbell

Questions to think about:

• Who is your hero? (your aspirational target / ideal customer persona)

• What problem do they need solving? 

• Who might they need to guide them? (Who does your brand  need to be in order to be their guide? Think Pumba & Timon for Simba – the funny, adventurous, carefree characters guiding Simba through adulthood and back to his home) 

2. THE INITIATION

1. Tests, Allies, Enemies. Our protagonist faces new challenges — and maybe picks up some new friends. Think of Dorothy on the Yellow Brick Road.

2. Approach. The hero gets close to their goal, and approaches the ultimate challenge or obstacle, preparing for the final battle or confrontation. 

3. The Ordeal. The hero meets (and overcomes) their greatest challenge yet, and often loses something they love along the way. 

4. Reward. The hero obtains something important they were after, whether that’s an object or knowledge, and victory is in sight.

Questions to think about:

• What journey does your hero need to go on?

• What is their mission?

• What challenges will they face?

• What enemies will they have to fight against? (This could be anything that threatens their values, beliefs, or journey) 

3. THE RETURN

1. The Road Back Home. The hero begins their journey back to the ordinary world, but may still face challenges and obstacles along the way.

2. Resurrection. The hero faces one final challenge, often a test of their newfound skills and knowledge. They may face their ultimate enemy or overcome their greatest fear.

3. Return. The hero returns to the ordinary world, transformed by their journey. They bring with them the knowledge and skills they have gained, and use them to help others and make the world a better place. 

Questions to think about:

• What have they learned on their journey?

• What skills have they returned with?

• What do they still need to overcome? (i.e. the brand vision) 

• How will their new found knowledge and skills get them closer to their mission?

Phew, it's a long story! Now, as I said, you don't need to use all 12 phases of this story when working on a brand story. But what you do need is the structure, the characters, the challenges, and mission itself.  

By starting with the hero, you help the brand think of their customer first, and the journey they will need to go on to help them reach their goal – with your brand as the trusted guide. 

Happy storytelling! <3

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