The Basics of Brand Messaging
When I taught high school choir, I would tell my students "music is nothing if it's not communication." I said it so much that I joked that I needed it tattooed on my forehead. Every time the choir stepped on the stage, they were telling a story.
While musical accuracy was necessary, the most important part of our performances were communicating with the audience. We had lyrics, after all. Lyrics that were purposefully set to music by composers who used their music to highlight the meaning of the text. Our job was to share the message of the music and lyrics with the audience. We were not just a choir of singers -- we were storytellers.
Think about it. What do you find entertaining? How do you best learn something new? How did you become friends with your closest confidants? Why did you last make a purchase?
I’m willing to bet that storytelling played a role in it.
It may not always take the same shape, but storytelling and connecting with an audience has been integral to the human experience for millennia across all cultures.
Because of this, storytelling is an incredibly powerful tactic for brands. With a well-constructed brand story, you can create an emotionally-driven connection with your audience and demonstrate exactly who you are, what you stand for, and why you provide value for your audience.
In this post, we’ll go over what brand storytelling is and why it’s a necessary part of making your company stand out from the crowd.
What is brand storytelling, anyway?
Think about the last good movie you watched. Why did you connect to it? Did you resonate with the values of the main character? Go through a rollercoaster of emotions as they navigated challenges? Feel represented by the themes of the film?
Good stories often entice us because we connect emotionally with what they are trying to say.
The same is true for brand storytelling. Brand storytelling uses narrative techniques (like those in that movie you watched) to develop an emotional and value-driven connection with your audience. In this strategy, the audience becomes the main character of your story, and your goal is to demonstrate that you understand them, what they need, and how you are there to support them.
Simply put: brand storytelling is connecting WHO you are talking to and WHY you are talking to them through a cohesive narrative of shared values and mutual trust.
Why does it matter?
We are an emotionally driven species. Yes, even if we have been trained to not show our emotions. We remember things better and care about them more when we feel an emotional connection to them or are aligned with them in a deeper way.
This is why brand storytelling is so important for businesses. Sure, you can tell your audience what you do, but that can get old–fast. It’s more powerful to show your audience your values through stories that are meaningful to them. This means you need to have a good understanding of what your audience is looking for and how you align with their values (more on that later).
At its core, your brand story is what sets you apart from your competitors and what makes you memorable. You may do the same thing as hundreds (or thousands) of other people in the world, but no one has the same combination of history, values, obstacles, and mission that makes your brand unique. A cohesive narrative that can not only weave together these elements but can also foster a connection with your audience can spark emotions, build trust, and create a community of loyal fans.
The key ingredients of a great brand story
Read any marketing book on brand storytelling, and you’ll get a different perspective on the right way to tell your story. Just as in entertainment, there are a number of storytelling formulas out there–and they all work for one reason or another.
But I’m not here to tell you the formula to your brand story because formulas can get well…formulaic. There’s no one right approach to telling your brand story.
That said, there are elements that show up in each approach regardless of the formula. Let’s go over them:
Who you are talking to: Your audience, customers, or however else you want to define the people you are trying to reach. Your target audience should be at the center of your story. It’s like that bad date on which your date only talks about how great they are and doesn’t care to get to know you or what you’re interested in. Don’t be the egotistical person from Hinge. Your audience is the center of your attention.
What they need and value: People come to you looking for a solution to a problem. Maybe they are looking for a business coach that can help them stay organized. Maybe they want a water bottle that won’t spill and ruin all the papers in their backpack even though it’s closed. Maybe they are looking for a cheap flight to France. Whatever the case, they are coming to you hoping you can help them reach their goal. (Side note: these may or may not all be things I need.)
Why you are talking to them: This is the time to demonstrate that you understand their challenges and share their values. Do you also spill coffee on all of your white shirts so that prompted you to find a solution? Great! Now you’re relatable, and your audience is more likely to trust you because you have shown that you heard their challenges and can help them. (Again, this problem may be specific to a certain writer).
The value you bring: Now you get to prove your expertise. Once you understand who your audience is and what they value, you get to establish yourself as the guide that will help them solve their problems. Sharing authentic, real stories goes a long way in building a rapport with your audience and compelling them to take action.
How you put these elements into your narrative can vary based on your audience and your goals. As mentioned before, the key is that you’re getting your message across to your audience in a way that resonates with them.
Real-life examples of brand storytelling magic
I bet you can think of an example of a brand or entrepreneur whose story you love right now. I’ll give you a few seconds.
Did you come up with one?
Great. Why has that story stuck with you?
You’ll find a number of blogs that highlight the storytelling strength of Apple, Nike, Disney and plenty of other top brands–and for good reason. These brands have crafted their stories to emotionally connect with their audience. But there are so many more out there than that.
Here are a few of my favorites:
Reformation: Reformation is a clothing brand focused on sustainability. It started as a storefront selling vintage clothes and then pivoted to making their own items in 2009. They are committed to sustainable practices and creating safe, healthy, and fair working environments for their garment makers. Their tagline, “Being naked is the #1 most sustainable option. We’re # 2” says everything you need to know. And their clothes are really cute.
Jen Sincero: Jen Sincero has been one of my favorite coaches to follow since I read You Are a Badass® for the first time. The bold title and bright yellow cover get your attention immediately, and her non-nonsense tone and honest storytelling deliver on what is promised up front. She has built a whole brand based on that book, inspiring her audience to transform their lives and go after their dreams.
Guild: Guild is an organization that is changing the world by helping employers provide tuition-free education and career-mobility for their workforce. They put their mission front and center and demonstrate the value they provide to their clients, working as a partner to both employers and employees.
How to start crafting your own brand story
The good news is that you likely already have the elements to make up your brand story. Now it’s about putting it all together.
Start with your audience. If you don’t have your target audience defined and understand the ins and outs of their wants and needs, this is step one. You need to get clear on the specific audience you are targeting in order to tell a story that resonates with them. It can be tricky to narrow this down, but it’s important. The more generic you are, the less likely that it is that you’ll find the people you really want to reach.
Once you have that, you can tailor your message to your audiences by aligning your values with theirs. Note–this is where authenticity is key. In sharing your brand story, you are building trust and empathy with your audience. People can quickly tell if you’re just trying to get them to buy something. Your message should demonstrate the value you provide and why you are uniquely qualified to answer their questions.
This is a good place to incorporate a bit of your backstory as well. Think about why you started your business? You were likely trying to solve the exact problem your customers have. Sharing this narrative builds mutual understanding and the foundation of a relationship.
Take some time to brainstorm about the above and then write an outline of the challenges you solve. From there, find stories from your history, previous customer experiences, or other aspects of your business that demonstrate solutions to those challenges.
The most important thing is to create an emotional connection and draw your audience in.
Your brand story starts now
Do you have a great brand story? I’d love to hear it. And, if you’re looking to take your brand story to the next level, schedule a 15-minute consultation to get started turning your brand into a page-turner that people just can’t put down.
