Storytelling in the brand strategy process

Brand storytelling has evolved beyond just writing up your brand story for your website. Think about where these stories are showing up - on social media, in brand campaigns, in advertisements, across the brand's website, in marketing…

Stories are everywhere.

But what is a story?

A story is not merely a description of facts. Facts are more often perceived as biased and self-serving, rather than intriguing. Facts don't move people like emotions do.

For example, just stating what the brand stands for, its point of difference and its values is not storytelling, it's a bunch of facts.

A story might incorporate some facts but does so through a narrative.

And the best brand stories connect with people's emotions to inspire, intrigue, and motivate them. 

And stories also need emotion, tension, connection, and characters. These are the basis of all strong stories. 

Telling your brand story

But how do you tell your brand story that resonates with customers? You make your customer the hero in your story.

“Storytelling” has become a bit of a buzzword in the marketing world. It's the perfect buzzword because it seems relatable and fun (we all love a great story). 

But when you begin crafting a brand story, it can quickly get confusing.  What exactly is the plot? Who's the bad guy? When does the climax happen? How do we show a character arc? Having a story framework makes it so much simpler. 

Let's look at this one: 

A character who wants something encounters a problem before they can get it. At the peak of their despair, a guide steps into their lives gives them a plan, and calls them to act. That action helps them avoid failure and ends in a successful outcome.

So when you think about it, brand storytelling is making your mission into a narrative that people can get involved in. That people can rally around. 

You are writing your customer, your enemy, and your brand into the narrative. 

Take a look at my recent Instagram post as an example, as it's a case study of Who Gives A Crap and how they turned their brand strategy into a compelling story. 

They've taken a very simple mission statement, like “We're looking to define a greener tomorrow", and turned it into an actionable, inviting story that people can play a role in. 

“We're building a sustainable product that has a lasting impact, that makes people stop and pause for a moment. Because we give a crap. Join us.”

This narrative filters through everything they do: their brand marketing, social, packaging, tone of voice… All these things are the application of their story – it's how they action it – and bring it to life. 

A framework

Building a StoryBrand by Donald Miller provides a storytelling framework based on Joseph Campbell’s popular narrative structure, The Hero’s Journey.

The key concept is based on the idea that a business should position itself as the guide in its customers' lives, helping them overcome challenges and achieve their desired outcomes.

1. A character (your customer) – They have a goal, they want something.

2. Has a problem – Various internal and external problems stand in the way of that goal – there is a gap between the character and what they want.

3. And meets a guide (your brand) – The guide shows empathy for these problems, as well as an authority on the topic.

4. Who gives them a plan – The guide provides a step-by-step list of actions the hero can take to achieve a certain outcome.

5. And calls them to action – The guide gives a direct call to action, as well as a transitional call to action the hero can take if not ready for the journey.

6. To avoid failure – The character overcomes the problems, fears and consequences faced at the beginning of the story, highlighting the negative consequences of not choosing the business's solution.

7. and achieve success – The character ultimately gets what they wanted, with the help of the guide, illustrating the positive outcomes and transformation that customers can experience by using the product or service.

So when you look at this framework, you can see how it manifests brand stories like Apple’s (solving the problem of inefficient computers), Nike (portrays the customer as an athlete on a mission to reach their potential), and even brands like Who Gives A Crap (although in this instance, the customer wasn’t aware any problem existed, they were content with their existing toilet roll until these guys showed up with their whacky packaging and fun tone of voice)

7 principles to remember

If you take away anything from this framework, take these key 7 points:

1. The customer is the hero, not the brand.

2. Customers are looking for solutions to internal problems, manifested by external problems. Focus on one external and internal problem at a time.

3. Customers aren’t looking for another hero; they’re looking for a guide. Guide your customers by being both empathic and authoritative.

4. Customers trust a guide who has a plan. To ensure customer purchases, customers need a step-by-step guide or roadmap.

5. Customers do not take action unless they are challenged to take action. Focus on your customer’s “villain” or internal problems to engage them further.

6. Every human being is trying to avoid a tragic ending. Motivate customers to buy by reminding them of what they’ll lose if they don’t.

7. Never assume people understand how your brand can change their lives. Show them how your product will transform their lives.

To recap

Brand storytelling isn’t just marketing, it’s not just the brand story on your About page.

Think of brand storytelling as a collection of elements – design, product, marketing, social, and tone of voice – all telling a chapter or subplot that makes up a greater strategic narrative.

The story is ever-evolving – it’s a moving thing, and it comes to life through your marketing, product, and communications.

But a story cannot exist without elements like conflict, characters, action, and some sort of journey.

And of course, your brand is the guide that helps your customer navigate it all. The Master Yoda to their Luke Skywalker, the Gandalf to their Frodo.