How to Write a Brand Story: Impactful Language

August 7, 2020
Posted in Branding
August 7, 2020 TOBF

You don’t need a soothsayer to tell you that communication and interaction with customers is important to a brand’s success . But how do you create and maintain a healthy communication with your customers? A relatable brand story will do that! Through a great brand story, you can effectively humanize your brand and communicate who you are, what you do and how you can help people. To do this, you have to be able to standout and stake your place in the marketplace. One of the effective ways brands tell their story is through visual identity either through logo or a catchy ad campaign, but is that all there is to brand story? There is more to your brand story than the visual identity Visual identity helps you to communicate your brand personality but it is only a single entity in the brand story. And as you would have found out, a brand is beyond its visual identity.

In effectively telling your brand story, you must ensure that every aspect of your business contributes. At the end of the day, you will discover that the emotional perception of your brand matters the most. It determines what people think about you and how you make them feel. The sad truth however is that you can’t entirely control that perception. There is good news though; you can influence people’s perception of your brand through a great brand story.

How To Write A Compelling Brand Story

brand equity, branding, brand story● Define Your Mission and Brand Personality

The first task in coming up with a compelling brand story is defining your business mission. It must be interesting and entails effective storytelling. Your communication as well as your interaction should be based on your brand’s mission and its values. Constantly refer back to your mission and brand personality as you develop your brand story that will convey your brand’s values.

● Make It Appealing

No one will listen to you if your story isn’t appealing and humanized. You can start with motivations, impulses, emotions and desires that will help your customers see the people behind your business. You could do this by conveying your passion or challenges that you have experienced in the past.

● Study Storytelling Patterns

Storytelling is a special type of writing with peculiar tricks, and to write an effective brand story, you need to employ those tricks. Place the main characters at the core of your story, add some critical details to keep your audience attention and end with a revelation. Good storytelling hits the emotion of your audience and you should consider studying its patterns.

● Make up Your Main Characters

The main characters in your brand story do not have to be real. You decide whatever voice and role you deem fit. The important thing is to communicate the truth about your brand.

● Add Quality Visuals

You also need to add images and other visuals to clearly communicate what you stand for. When you do that, you will be helping your audience retain information better. Also, when you feel your point is weak, visuals can help you make the message more vivid.

● Stay Consistent All Through

Consistency is quite essential in any endeavor, emphasizing your brand story inclusive. Customers are very good at spotting dishonesty, so it is better to stay consistent. You should avoid any contradiction that may confuse your customer. If they feel as if you violated their trust, you are likely to lose a part of your audience.

● Make a Difference and Activate Your Story

It does not matter how compelling your brand story is, at the end of it all, you have to make a difference. You can talk about how you’re trying to make the world a better place by solving problems at your community level.

Lastly, after you have the perfect brand story, share it. Writing a great brand story requires time and effort, but the huge benefits that come with it makes it worth it.

Want to check out some of the brands we helped create?

Liquid Laundry, Oh Yeah, and The Broken Dagger are great examples of our creations.

Drop us a line and let us know any questions you have about brand storytelling.

Want more awesome content? Head to our WeChat account (The_orangeblowfish) or hang with The Orangeblowfish on Twitter. Stay tuned for TOBF news and more posts about creative industry topics such as brand storytelling or photo styling!


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