Ben & Jerry’s. Nike. Peloton. REI. Toms Shoes. Warby Parker. Yeti. The mere mention of these brand names evokes strong visuals of their identities and values, a testament to their incredibly devoted customer bases. This fervent following is largely attributed to the compelling brand stories these companies have crafted. A brand story serves as a narrative, weaving together the history, mission, and principles of a business in a way that resonates with consumers and establishes an emotional bond. Want to create a similarly captivating story for your brand? Here are eight expert-backed tips to guide you.
1. Define Your Brand Identity
Lisa Barone, CMO at creative agency Overit, emphasizes that the first step for brands is self-discovery. “What are their core beliefs as an organization, what are the enduring tenets that define their brand, what truly sets their offering apart, and what voice do they project?” Barone elaborates. “We often assume everyone within the organization shares a common understanding of our identity … until someone acts or speaks in a way that contradicts this notion.” Brenda Della Casa, a branding and digital media expert at digital consultancy BDC Digital Media, echoes this sentiment. “I can’t overstate how frequently I’ve encountered clients, both large and small, renowned and lesser-known, who lacked a genuine grasp of their brand identity,” she reveals. “They were familiar with their name and logo, but when it came to defining their values, comprehending their clients’ needs, and recognizing the messages they conveyed, things became convoluted.” This process necessitates introspection. Caroline McNally, co-founder of brand strategy agency Global Brand Works, recommends a three-pronged approach: listen, observe, and leverage:
- Pay close attention to the motivations of customers, potential customers, and employees when they interact with your brand.
- Analyze your competitors’ strategies and stay abreast of prevailing market trends.
- Utilize these insights to solidify your brand identity and define your unique value proposition. “To craft an authentic brand story, a company must take a definitive stance on a specific problem it aims to address, articulate its positioning, ensure alignment between its positioning and operations … and maintain absolute transparency throughout this process,” adds Andy Mura, head of marketing at onboarding application Userlane. Nike exemplified this approach in its recent campaign featuring Colin Kaepernick, the NFL player turned activist.
While the campaign sparked controversy, it underscored the brand’s unwavering commitment to its values. And, despite facing criticism, it has paid off handsomely.
2. Craft a Crystal-Clear Vision
Once a brand has established its identity, unwavering consistency and authenticity are paramount, asserts Molly Hocks, a member of the client and account services team at digital marketing agency Aimclear. **“**Demonstrate your story through actions rather than simply stating it. Construct your narrative organically and approach the process with genuine intentions,” she advises. “Instead of overtly promoting yourself, focus on conveying your company’s essence to your audience.” This narrative should encompass the evolution of your business and the elements that set it apart. Cooler brand Yeti serves as a prime example, masterfully showcasing its vision and purpose in incredibly popular videos. Yeti’s loyal customers readily shell out hundreds of dollars for their products.
One way to ensure your brand remains consistent is to craft a vision statement. This document should succinctly outline your brand’s values and future aspirations, acting as a valuable reference point. When contemplating new campaigns or collaborations, consult your vision statement to maintain alignment.
3. Identify Your Target Audience
A compelling story hinges on knowing your audience. Dino Villegas, associate professor of practice in marketing at the Rawls College of Business at Texas Tech University, stresses the importance of pinpointing the ideal demographic for your brand and then delving deep into their “motivations, anxieties, needs, desires, and aspirations.” Barone concurs, adding that understanding your target audience on a human level is crucial after establishing your brand identity. “What do they hold dear? What overarching benefit do you offer them—not just an immediate solution, but a way to enhance their overall well-being?” Barone inquires. Peloton, renowned for its $2000 stationary bikes and devoted following, had to refine its brand story last year to resonate with a wider audience segment that, while less affluent, remained willing to invest in a convenient home fitness solution. And, following a new campaign and the introduction of financing options, it’s a $4 billion company now. Hocks also advocates for defining how your brand connects with its audience. “Examine past creative messaging and identify what resonated most effectively,” she suggests. “How do consumers engage with your brand? Did specific messaging lead to increased website traffic, conversions, or searches for your brand?” These insights serve as a roadmap for strengthening customer interactions and fostering deeper relationships. Mura emphasizes that a compelling brand story, when grounded in facts and actions, can cultivate a loyal following. “Brands invest significant effort in building this rapport with their audience, and once established, this bond is precious and demands careful nurturing,” adds Andy Vitale, UX director at financial services firm SunTrust Bank. “As a UX designer, it’s incredibly rewarding to leverage a brand’s authenticity to craft immersive experiences. I’ve witnessed not only exponential growth in brand loyalty but also a transformation of vocal critics into ardent brand advocates.”
4. Hone Your Expertise
By understanding your brand and your audience, you’ll uncover what Barone terms “that sticky center,” the sweet spot “where your unique and unconventional qualities intersect with your audience’s desires.” This, she believes, is the breeding ground for the most formidable brands. “Once identified, leverage this intersection to develop your core messaging … and maintain unwavering consistency,” Barone advises. REI exemplifies this principle by closing its doors on Black Friday and encouraging customers to #OptOutside, a practice that has evolved into a cherished post-Thanksgiving tradition among REI enthusiasts.
Derek Gleason, content lead at data-driven marketing training program CXL Institute, advocates for laser focus on a brand’s niche expertise. He recounts his former agency’s experience with a group of pediatric urgent care clinics. “We could have broadly addressed children’s health and churned out blog posts on everything from encouraging vegetable consumption to bicycle helmet safety,” he explains. “Instead, we concentrated their content on answering a single question where their expertise was unparalleled: ‘Should I take my child to the emergency room or urgent care?’” This strategic approach established the brand as an authoritative voice in pediatric health, enabling search engines to better comprehend the site’s relevance, ultimately boosting its rankings, according to Gleason.
5. Craft Your Narrative
Villegas suggests that a brand’s defining story can either be a singular, impactful narrative or a collection of interconnected stories that form a broader narrative tapestry. “If you’re not using a single standalone story [like a founder’s story], mini-stories can collectively shape the brand narrative, drawing upon the real-life experiences of customers, employees, providers, and others,” he elaborates. Consider Ben Cohen and Jerry Greenfield, the founders of the beloved Vermont ice cream company that bears their names. Their journey commenced in a refurbished Burlington gas station in 1978. Over time, they’ve cultivated a global brand partly by remaining true to themselves and their values.
Image via Ben & Jerry’s
6. Embrace Simplicity
Hocks emphasizes the power of a clear and concise brand story. **“**How can you craft a story that evokes genuine emotion? What problem does your company address? How did your company overcome that obstacle? What does success look like?” she prompts. “Ensure your story acts as a bridge to the future, not a final destination.” Ron Maoz, head of digital marketing at accounting firm Clever Accounts, points to brands like Apple, Amazon, and Virgin as exemplars of simple yet powerful brand narratives.
Image via Apple “Apple, with its history of innovation and trailblazing, essentially designs products for itself and those who share its values,” adds Josh Meah, CEO and self-proclaimed “marketing perfectionist” at JoshMeah.com. “In essence, you should create something that either resonates deeply with you or that you believe others will cherish.”
7. Infuse Humanity
To forge genuine connections, brands must embrace relatable personas.
“In my marketing communication classes, I encourage students to perceive modern brands as social actors engaged in continuous, real-life interactions with users, narratives, symbols, and discourses within an ever-evolving landscape,” Villegas explains. He recommends envisioning your brand as a person—is it adaptable or cautious, seasoned and wise, or youthful and audacious? Dedicating time to these questions to develop a persona or align your brand with an existing archetype will enrich your brand story. Consistency in projecting this established persona is key. “Understanding your brand persona provides insights into its behavior and the stories it should tell,” Villegas adds. Della Casa shares this perspective. “Consumers are curious about your products and services, but they’re equally interested in your brand’s personality and the people behind it,” she notes. Toms Shoes and Warby Parker, two direct-to-consumer brands with philanthropic missions, have resonated with a socially conscious audience. This has enabled them to donate a staggering 60 million pairs of shoes and over 4 million pairs of glasses to those in need globally.
8. Let Your Story Be the Foundation
Bob Clary, director of marketing at software training company DevelopIntelligence, cautions against disseminating marketing content devoid of a compelling narrative. Without a brand story as its backbone, marketing messaging often lacks clarity, leading to confusion and inconsistency. Steve Geick, senior digital specialist at performance marketing agency Metric Digital, emphasizes the importance of weaving your brand story into every facet of your communication.
“Leave no room for ambiguity regarding your story and how your audience plays a role in it,” he stresses. “Remember, it’s not about persuading people to join you; it’s about seamlessly integrating your story into your customers’ lives.” Mura asserts that a brand’s story should permeate its very essence. “Every department must wholeheartedly embrace and embody the core message before the story becomes an intrinsic part of the corporate identity,” he explains. “Therefore, the story can’t be relegated to the “About Us” section of the website. It should be woven, directly or indirectly, into all content, promotional materials, email communications, interviews, and customer interactions.” Vitale adds that brands should tailor their content to their audience’s preferred formats. “It’s crucial to comprehend the brand’s entire ecosystem and the experiences it delivers across various touchpoints and mediums,” he advises. “Successful brands actively listen to their audience, understanding the context, both in terms of messaging and platform, in which the story is received. Each connection established and strengthened contributes to enhanced brand value and ultimately fosters brand loyalty.” Hocks concludes that the ultimate measure of a successful brand story is when your audience becomes its champion, sharing it organically as a testament to its effectiveness, meaning, and influence.