Your Brand Story: What it is, isn’t and needs to be

I have an aversion to two words beginning with ‘b’: buzzwords and bullshit. In fact, aren’t they the same thing?

In the words of one band’s swan song(answers on a postcard if you can guess it):

“And as it was in the beginning, so shall it be in the end

That bullshit is bullshit, it just goes by different names”

Buzzwords are everywhere. In every sector. In every field. Pretty soon they become overused, misunderstood or devalued. Pretty often they’re a passing fad.

The marketing space is no exception and one such buzzword is ‘storytelling’. However, despite my usual reservations about them, I think this is one buzzword that might just be a keeper.

You see, storytelling isn’t new, but it’s proven. The human brain is hard-wired to love stories. We are all suckers for a well-crafted narrative.

Okay, so your brand might not be the next GoT, Star Wars or Harry Potter. But it has got a story. You just need to know how to tell it.

What is your brand story?

Before you can think about how to tell your brand’s story, you need to know what it actually is. You need to define it.

Your brand story is not necessarily a linear narrative. Don’t think in terms of its chapters, or a beginning, middle and end.

It’s your being, your essence, your beating heart. It’s who you are and your vision and values. It’s your culture.

Your brand story is what you do (the product/service you offer) and who you do it for (your target audience). It’s your USP and your raison d'être.

It’s how you do what you do, the direction you are moving in and where you’re going to.

Telling your brand story

It’s actually quite difficult to quantify a brand’s story. It’s not a short story that you can wrap up on the About Us page on your website – although you can capture it there.

Your audience encounters your brand’s story every single time they connect with you in some way. It’s in everything they see, read and hear; from the tone of your blog posts, the way you interact on social media, to the style of your emails or your manner on the phone.

What your brand story needs to be

And back to the matter of BS – if your story contains it, your audience will sniff it out. Your brand story needs to be real, genuine and authentic.

Your audience need to believe in it. Over the centuries, people have been told the most fantastical stories – but if they believe in the characters in them, they have gone along for the ride.

Only you can define your brand story, and it’s not just something that goes on a page. Your brand needs to walk, talk, live and breathe it.

But not everyone can tell a great story. If you need help communicating your brand’s story or would like to find out more about all the different ways it can be told, just get in touch.