How To
8 min read

How to Write a Brand Story: Guide to Powerful Brand Storytelling

Soniya Jain

June 2, 2022

"Your brand story is your most powerful asset" has become a common phrase in business. 

It's a buzzword thrown around so much that it's easy to get lost in the hype and forget what it means.

However, a brand story is more than just a marketing ploy. It's a way to connect with people and build a community around your product or service. A powerful brand story can help you attract customers, create loyal advocates, and make your business a success.

Powerful brand storytelling
Source: Unsplash

Take this example: Think of your favorite food. Do you remember where you ate it? What time of day was it? Who were you with? How did it feel about eating that food?

A brand story helps you create an experience that people can relate to—and it's not just about the product! It's also about how people feel when they're interacting with it (or whatever else they're interacting with).

This guide will walk you through all the steps involved in writing a great brand story. By the end, you'll be able to identify what makes your business unique and write a compelling narrative that brings out its best qualities.

Let's get started!

What is a brand story?

The brand story tells the tale of your company, products, or services. It helps people understand why you do things the way you do and what makes your company unique.

Think of it this way: when you go to buy something, what inspires you to make the purchase? Is it the quality of the product? The price? That's part of it—but if those things aren't enough to get you to pull out your wallet, then the chances are that something else will tip the scales for you.

Maybe it’s knowing that the company is committed to environmental sustainability or dedicated to supporting local artists. Or perhaps it's because they're located in your city or state, and you feel like supporting a local small business. 

Whatever it is about that brand that makes them stand out from all others, its "story" (or story elements) is what gives them an edge over competitors who may have better products but lack these personal touches.

Brand storytelling is similar: it gives potential customers an understanding of why this product or service exists, who created it, and why it's different from other products on the market. 

For example, the popular clothing company Lululemon Athletica has an engaging brand story. Lululemon was founded in 1998 in Vancouver, Canada, by Chip Wilson. He started the company because he wanted to create a line of yoga clothes that were more comfortable and stylish than what was currently available. Today, Lululemon is a multi-million dollar business with stores worldwide.

Lululemon Vancouver brand story
Source: Unsplash

If you've ever been to a Disney park, you know that the company has an incredible brand story. The story of Disney goes back to 1928, when Walt Disney created Mickey Mouse and opened his very first theme park in California. Since then, Disney has grown into a worldwide empire of theme parks, movies, TV shows, video games, merchandise—you name it!

Another great example is Apple. Apple's brand story is built around innovation and creativity. They're known for creating beautiful and functional products, and they have some of the most loyal customers out there because they back up their products with excellent customer service and support.

You can also look at companies like Nike or Coca-Cola as good examples of solid brand storytelling. Both companies have built their brands on providing consumers with something they want: athletic shoes or soda pop!

Now that you know the basics of a brand story, let's get into the nitty-gritty of actually writing a brand story.

How to craft a great brand story in 5 simple steps

The secret to writing a good brand story lies in the ability to tell it well. When writing brand stories, you tell a tale about your company and its products. You're conveying to your customers why they should buy from you instead of your competitors and giving them a reason to keep coming back for more.

Elements of storytelling
Source: Joshua Lyons Marketing

Here are five ways to craft your brand story:

1. Tell your business origin story

You may be surprised to learn that the origin story of your business is an essential part of your brand. 

When you share how you started your business, you're giving people an inside look into what makes it unique—and that's something they want to be a part of. It also helps them connect with the values and mission of your brand.

Don't just tell your audience how things happened; talk about why those events were so significant at the time or still are today—this will help them get an even better understanding of who you are and what makes you tick!

When people become aware of your business story, they are more likely to become customers and stick around as loyal fans of your brand.

Passion leads to powerful brand stories
Source: Unsplash

If you're looking to create a brand story with a unique voice, then Copy.ai can help you get the job done.

Copy.ai's "Brand Voice" tool is an excellent way to brainstorm keywords that summarize your brand and help you decide how to talk about it in your marketing materials. It's also a great way to make sure that every customer interaction has the same tone so that people who interact with you online will have a consistent experience no matter where they find you—on social media, in emails, or on your website.

2. Identify the problem you solve

When writing your brand story, it's essential to state the problem clearly. This is because brand storytelling isn't just about you or what you do—it's about how you solve a problem for your customers. By clearly stating the problem, you let your customers know that you understand their pain points and offer a solution. This brand strategy makes them more likely to buy from you and builds trust, credibility, and brand awareness.

Sure, you could tell people what your business does. But why?

That's not going to get anyone excited about what you do. It’s not going to help people understand how you're different from your competitors.

Instead, think about what problem your business solves. Consider using words like "solution," "solve," or "fix" in your brand story—and explain how this solution helps solve a problem for customers or clients (or both).

The easiest way to do this is to think about the problems that keep coming up with your product or service and use those as your focus points.

For example, if you're writing about a shoe company, you might say, "We make comfortable and affordable shoes to help people who are struggling financially."

This statement lets the reader know exactly what the problem is—people don't have enough money for good shoes—and how your company solves it by making affordable shoes.

If you can connect this brand statement to the company's mission and vision, it will also show that you are aligned with their values and goals.

3. Articulate your audience

To build a brand story, you must first understand your audience.

What are their motivations, needs, and desires? How can you improve your product or service to meet their needs? 

The best brand stories are tailored to one person, particularly the ideal customer. If you want to know more about someone, you need to know their age, where they live, and even their gender. If you don't know these things about them, it will be difficult for you to tell a story that resonates with them on an emotional level.

Start by describing their age range and their gender. For example: "Our ideal customer is a 25-year-old woman living in New York City." Then go into more detail about what makes this person tick—what kind of activities do they enjoy? Do they love food or fashion? Are they into sports or movies?

You can also describe their personality traits and interests. For instance: "Our ideal customer loves cooking but hates cleaning up after meals." The more specific details you can provide about your target audience, the better!

Once you know your target audience, you can begin to craft a story that will resonate with them. Keep their needs, wants, and pain points in mind as you write your brand story. It will create a tale that your target customer will want to follow –– one that speaks directly to them and builds an emotional connection.

4. Write a purpose statement

A purpose statement articulates your brand's reason for existing. It defines the focus of your company's efforts and tells customers what you're all about.

A purpose statement is an integral part of any business, as it articulates the brand's objective and provides direction for its actions. By clearly defining what your company stands for, you can more effectively communicate your message to potential customers and create a stronger emotional connection with them.

Some examples of purpose statements are:

  • To care for the world we live in (Aveda)
  • We exist to fight a fairer, more beautiful world (The Body Shop)

A purpose statement is valuable to stay focused on what you want your company to accomplish. It helps you identify the elements that are essential to your success.

Imagine if you have a goal of "helping people make great videos," your purpose statement might be: "We help people make great videos by providing them with easy-to-use tools, training, and support." This statement tells potential customers what they'll get from working with your business—and it also makes it clear that making great videos is an integral part of your business model and content marketing strategy.

But what if you don't have a specific goal or mission? That's okay! You can still write a purpose statement. For example, your goal might be something like "to become a well-known provider of video editing services" or even "to make money." In either case, you can still write a purpose statement that highlights what makes your company unique. For instance: "We use our expertise in video editing services to provide our clients with high-quality products that meet their needs."

Guide to brand storytelling
Source: Unsplash

5. Make your brand story relatable and authentic

So you've got a great brand story. Now what?

To tell your audience your brand story effectively, you should consider these three things:

1. Make it personal 

The best way to make your brand story relatable is by making it unique. Whether you're talking about the founder or some other member of your team, you have the power to help people connect with the story by making it their own.

2. Keep it simple

Don't try to overcomplicate things—people don't want a long-winded explanation of how things came to be; they want an easy way into the story to relate and learn more about what makes your brand personality special.

3. Be specific

Not just about yourself! When telling your brand story, remember that specificity goes a long way in making your audience feel like they're part of something bigger.

To give you an idea, Toms Shoes tells the story of how the company was started by a man who wanted to help people in need. He saw that many people in developing countries didn't have access to necessities like shoes, so he decided to start a company that would provide them with free shoes. Today, Toms has grown into a successful business and donates a pair of shoes to someone in need for every pair sold. 

This brand story helps customers understand the company's mission and what sets it apart from other shoe companies.

Wrapping up

Writing a brand story is an opportunity to express yourself uniquely and authentically to you as an individual or company.

Your story needs to tell the reader why your product or service is different and better than what they can get anywhere else. It's also essential to have an authentic brand story—that you believe in what you're saying and you're excited about telling it.

An excellent way to tell if your brand story is working is if it gets people talking about it on social media. If people post about how much they love your product or service, you know you've done something right!

Keep these guidelines in mind as you write your next brand story, and we hope this guide has helped demystify the process for you!

If you are still looking for an easier way to write a compelling brand story, Copy.ai has the solution!

We can help you create a brand narrative that resonates with your audience and win over new customers.

We use AI and machine learning to generate personalized content for your brand so that every piece of content is tailored to fit your company's style and values. You can even use our software to create posts for social media!

So what are you waiting for? Try out Copy.ai today!

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