Guide To Creating Compelling Brand Stories

With competition at unprecedented levels, and consumers more discerning than ever, before it’s more important than ever to find a real and unique way to resonate with your audience.

“It’s important to have a story that people can understand and connect with,” said Jennifer Eggers, group director of brand communication at branding firm Siegel+Gale. “Especially with newer brands, people care and expect that the brand is coming into existence for a good reason – to solve a problem, to change how we do things, to meet a specific need – and the story is central to communicating the brand’s purpose.”

Developing a solid brand story is a crucial first step in defining a solid Brand Strategy and it’s also crucial in creating compelling content, establishing a brand tone of voice, and in creating a distinct visual brand identity.

Here are six ways you can develop a compelling brand story.

1. Identify problems

One way to develop a compelling brand story is to identify unmet needs in the market or injustices that need to be solved. The best place to start is by thinking about the personal challenges your audience faces.

An audience wants to feel as if they are understood, and if you show up for your audience they will show up for you. Take SoulCycle for example. Co-founders Elizabeth Cutler and Julie Rice began with a fundamental problem and have a shared vision “to create an alternative to the fitness routines that felt like work.” Together, they developed an inspiring workout they’ve coined a ‘cardio party’ — “an experience that’s the best part of our riders’ day, every day, and that has transformed their relationship to exercise.” (Soul Cycle)

Now, this brand story helps the brand connect with their audience across all touchpoints and has given the brand a clearly defined brand tone of voice, inviting people to ‘Change your body. Find your Soul’ or to experience “more than just a workout, a sanctuary”.

Get started by thinking about your brand as a superhero. What evils are you trying to rid the world of?

2. Embrace The Underdog Status

Sometimes it’s impossible to get there first or be the biggest or the best. Therefore a good way to develop a brand story is to just do it differently. These brands are disruptors - the brands who come in and tackle the big dogs of the industry. And they have good stories to tell as a result. 

Position yourself directly against the competitors you cannot match up to and turn it into a positive. An interior design giant with 150+ designers at the ready? Be a boutique studio that is hands-on and gives your clients a more understanding and intimate working relationship. Can’t afford to take on the beauty industry giants that show off the flawless faces of the world’s top models? Be more Glossier and embrace no-makeup makeup and “products inspired by the real people that use them” (Glossier).

Start by making a list of your toughest competitors and identify what makes each of them the best at what they do. Then brainstorm how to do something different that your audience might connect with.

3. Redefine An Experience

A brand story is successful in part because it has something to say. Sometimes it’s worth it to take a look at a given industry or an experience and rather than trying to work out where you fit in, instead turn it on its head entirely. 

Take Airbnb for example. In 2007 Brian Chesky and Joe Gebbia were broke and looking to raise money to make their rent in San Francisco. They decided to rent out air mattresses in their apartment to attendees of a conference because all the hotels were booked. They called their service “Air Bed and Breakfast.” Forward to 2019 and there are more than 4 million Airbnbs in 191 countries (Airbnb). Airbnb doesn’t just provide alternative travel accommodation, they’ve redefined how people travel and have given them an opportunity to live like a local; to experience places in a new and real way. Their unique brand story also helped them establish their values of belonging and community, connecting people from all over the world. 

Is there a way to reframe the services you provide? Is there some alternate need you can satisfy with your product/service beyond the obvious? Think outside the box. 

4. Know Who You Are And What You Stand For

The brands we engage with are extensions of us and we are increasingly looking for stories to connect with, values to stand up for, and ethos that resonate with ours. By creating a brand story that unapologetically communicates your ethos as a brand you’re more likely to capture a dedicated audience.

A great example is American retailer Everlane. With brand values centred around “exceptional quality, ethical factories, and radical transparency”, Everlane’s brand story puts them in a unique position by going further than most retailers would dare when it comes to transparency. From compliance audits and grading of factories around the world to clear materials sourcing, the brand goes one step further. “We believe our customers have a right to know how much their clothes cost to make. We reveal the true costs behind all of our products—from materials to labour to transportation—then offer them to you, minus the traditional retail markup” (Everlane). Sound like a brand you’d like to purchase from? Us too.

5. Do Good

Many brands incorporate an element of social good into their stories – whether that’s giving back to communities, fostering sustainability, supporting diversity, or helping consumers find their best selves. We’re now living in a world where everyone should be concerned with doing their part in some small way. Find a way to make your entire brand story about giving back, improving our world or helping our societies and you will easily build a loyal brand following.

We love period pants brand Thinx. Not only were they one of the first retailers straight out the gate to showcase a real variety of unphotoshopped women in their campaigns, but their story centres around their GiveBack campaign which aims to smash shame around bodies and reproductive health through education and providing access where needed most (Thinx).

Aside from the goods or services you provide, what other ways can you give back to the world? Can you improve how women feel about themselves? Can you raise awareness about a cause you believe in?

6. Bring the Passion

Think you need an existing level of influence or fame to be a compelling enough frontman to your brand? Think again. 

Audiences want to feel a connection to the brands they engage with and, increasingly so, they want real people to connect to. Not shiny, perfect, disconnected spokespersons. Founders are a brand’s biggest fan, they are employee no.1. Let your brand story focus on you and what brought you to where you are. At the very least, you as a founder will bring passion to your brand and that passion is contagious.

What was it that brought you to where you are today? Why did you start your business? Are you a mum looking for more work flexibility while raising your little ones? Did you put in all the hard graft and climbed the experience ladder like its Mount Everest to get where you are? Are you a creative with a different perspective on design? Brainstorm around the how’s and why’s you’re reading this today.