People in marketing get lost in jargon. In this post, there’s no jargon. I explain brand storytelling in the simplest possible terms.

What is brand storytelling?

Your brand story is how you shape the impression you make.

A big idea should drive your brand strategy and your brand story is how you articulate it. Your story should shine a light on the values that drive your business.

Brand storytelling is a narrative that brings together:

  • Your purpose

  • Your values

  • What makes you different

  • Your brand personality

  • Your brand voice

  • Your message across platforms

So let’s get down to the reasons you need brand storytelling in your business.

Reason 1: It builds credibility and trust

You build trust and credibility when you talk about what you do and how you do it.

Reason 2: It humanises your brand

People do business with people. As the outlets for communication increase, customers increasingly want to interact with humans. They view your content in a stream along with content from family and friends. So you want to sound like a human and show your humanity in the stories that you tell.

Reason 3: It connects customers to your purpose

Your story allows customers to make an all-important emotional connection.

“When people are financially invested, they want a return. When people are emotionally invested, they want to contribute.” – Simon Sinek

Tesla’s mission is to speed up the world’s transition to sustainable energy. Nike motivates you to get moving. Linn Products pursues excellence in music.

Brands with a strong central message create evangelical customers.

They’re the type of people who queue around the block before a new product is released.

Reason 4: It keeps you top of mind

The more present you are in the minds of your potential customers, the more likely they are to buy from you. Help your audience remember you, by being present and sharing stories that align with a central narrative. That helps them file you in the right “memory slot” for when they need you.

Reason 5: It gets everyone on the same page

If you don’t document key elements of your verbal brand, chances are that people will bring their own interpretations. As your company grows, your message is likely to get diluted. And if the message is confusing, you’ll see sales plateau.

Instead, invest early. Document your business origin story, the founder story, customer transformation stories and your brand voice. The more people understand the brand the more effective you’ll be.