What is a Brand Story?
A brand story is a narrative behind the purpose of a product. More than just marketing, a brand story aims to answer the who, what, and why of a brand. Who started the company? Why did they start it? What makes the product stand out or solve a problem?
Like a good story, a good brand story has a story arc, climax, and resolution in which the product or service plays a part. It can also elicit an emotion, encouraging people to get involved with the brand.
Why you need a story to tell.
If you don’t have a story you are just another commodity. A replaceable cog in the consumption machine. You have no way to differentiate your brand or your business. Creating a brand story is not simply about standing out and getting noticed. It’s about building something that people care about and want to buy into. It’s about framing your scarcity and dictating your value. It’s about thinking beyond the utility and functionality of products and services and striving for the creation of loyalty and meaningful bonds with your customers.
A brand story is not just a catchy tagline that’s pasted on a billboard to attract attention for a week or two. Your story is the foundation of your brand and a strategy for future growth.
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