We are attracted to brands that have a compelling narrative. Whether it’s about a service that was created to meet an unvoiced but meaningful need or an individual who has dedicated their life to crafting something of unparalleled quality, we want to know why something is special—and worthy of our attention.
While most marketers are generally aware of the engagement value of a brand narrative, many struggle to express their story in a clear, step-by-step manner. Often, marketers are too eager to immediately shout out that their product or service is better than anyone else’s without any inviting setup or pathway for proof. When this is done, you’re no longer telling a story—you’re spoiling the ending. And losing the value of building tension and excitement inherent in any worthwhile narrative.
A brand story is like any other story. It’s a series of events that intrigues the audience to want to know what happens next. It sets the stage, reveals something that leads to change, introduces how that change is addressed, and then presents the final resolution. There’s a subtle but understood “because” between each of these steps that gives your customers reasons to believe in you.
A clear brand story generally has four parts:
1) A Past—a summary of the product/service marketplace that previously existed; the recent status quo
2) A Change—the event or shift in perceptions/needs that caused a problem or disrupted the status quo
3) A Solution—the introduction of a new/improved product to solve the problem or meet a new need
4) A Future—the “happily ever after”—how customers are or will soon be enjoying a part of their lives more or will no longer have to face a previous problem
Regardless of your brand story, take the time to build it so that it guides customers through the problem or issue that your product is helping them overcome. Spark their interest, build concern, and then show why your product or service is the hero they need—now and in the days ahead.