Learn how to Tell a Compelling Brand name Story [Guide + Examples]
Last year, a buzzword ripped through the content marketing space that many marketers were surprisingly thrilled about and eager to put into action. Shockingly, it didn’t start with “virtual” or end along with “intelligence”. Instead, it was exactly what attracted most marketers to the industry in the first place — “storytelling”.
Content marketing’s steady adoption of storytelling is an thrilling new opportunity for content creators. The human brain is ” cable ” to respond to well-crafted story — neuroscience proves that storytelling is the best way to capture people’s attention, bake details into their memories, and create close, personal bonds. Your audience is programmed in order to crave and seek out excellent stories — that’ll by no means change.
However , given that we’ve spent the majority of the careers optimizing content regarding algorithms, it can be challenging in order to flex a creative muscle that is slowly withered away from lack of exercise and, in turn, move individuals emotionally and sear your own brand into their memories.
So , to help you strengthen that innovative muscle and write convincing stories again, we’ve created a guide about the fundamentals of brand story structure plus provided examples of three small-to-medium sized businesses who have leveraged their brand story in order to resonate with huge audiences, despite their comparatively little size.
What is a brand story?
A brandname story recounts the series of events that sparked your own company’s inception and communicates how that narrative nevertheless drives your mission these days. Just like your favorite books plus movies’ characters, if you can hobby a compelling brand tale, your audience will remember who you are, develop empathy for you personally, and, ultimately, care about a person.
Whenever HubSpot first started, all of us noticed traditional, interruptive marketing didn’t appeal to consumers anymore. Due to the digital age, people were within complete control of the information these people consumed — and they had been sick and tired of receiving direct postal mail, email blasts, and cool calls. People wanted to become helped, so we started creating educational content that aided people in solving their own marketing problems.
Today, we have built a passionate community associated with inbound marketers, expanded our own inbound marketing approach to the particular sales and customer service sectors, and strengthened the inbound movement more than ever before.
This particular our brand story — a simple, digestible narrative that explains why HubSpot began, and how this reason nevertheless serves as our purpose nowadays.
How to Write a Brand Tale
1 . Highlight your story’s conflict.
Check out the following tale. Does it resonate with you?
A girl wearing a red-hooded cloak is usually strolling through the woods to provide her sick grandma several much-needed food and TLC. She passes by a wolf on the way. They exchange a slightly awkward soft smile-nod combination that random colleagues usually greet each other with as they pass in the hallway. The girl makes it to her grandma’s home without a scratch. They consume lunch and play a casino game of Clue together. Grandma wins by deducing that will Colonel Mustard killed Mr. Boddy in the Billiard Room with the candlestick — what a shocker! The End.
So… what’d you think? Did this tale keep you on the edge of the seat? Or does it feel … off? For some reason, it doesn’t work, right? That’s because there’s no conflict. Despite the intense game of Clue at the end, there’s absolutely nothing at stake. There’s no tension. The wolf didn’t try to eat the girl. He didn’t even go to Grandma’s home. He barely acknowledged Little Red Riding Hood.
At their core, stories are about overcoming adversity. So if there’s no conflict offered, there’s no drama or even emotional journey that people can relate to. And if your tale has no drama or emotional journey, it won’t hold anyone’s attention — not to mention resonate with and inspire them.
Unfortunately, in the business globe, brands are horrified to reveal any adversity or even conflict they’ve faced. These people believe that spinning a rosy, blemish-free story about how their company only experiences handbags stick growth will convince people that they’re the industry’s best-in-class solution. Any difficulty or conflict during their company’s history will expose their particular imperfections, deterring potential customers from buying their product.
But , in reality, this is a huge misconception. Nothing’s perfect. Everything, including companies ( specifically companies), offers flaws. Plus, people do not relate to perfection. They connect with the emotional journey associated with experiencing adversity, struggling by means of it, and, ultimately, conquering it. Because, in a nutshell, that is the story of life.
Discord is key to telling persuasive stories. So be clear about the adversity your company offers faced, and own it. The greater honest you are about your shortcomings, the more people will respect you and relate to your brand.
2 . Don’t forget regarding your story’s status quo plus resolution.
Issue isn’t the only thing you should concentrate on when crafting your brand name story. A compelling tale has two other basic elements — the status quo plus resolution.
The status quo is the way things are or the initial nature of the situation. The conflict disrupts this situation and puts some thing at stake, forcing the protagonist (your brand) to actively find a solution to this problem. The resolution describes how the protagonist solves the problem, giving your audience an emotional payoff.
Within sum, your brand’s tale structure should look like this particular — status quo, conflict, plus resolution. It’s as simple since that.
If you need an example to crystalize brand story construction in your mind, let’s go over the exact Little Red Riding Engine story, as well as some brands who are nailing their brand stories right now.
Little Reddish colored Riding Hood
Circumstances: Little Red Riding Hood walks through the woods, on her way to provide food to her sick grandma.
Conflict: A Big Bad Wolf strategies her, and asks where she’s going. She naively tells him where her grandmother’s house is, therefore he suggests she recommendations some flowers as a present for her. While she’s distracted, he breaks into Little Red Riding Hood’s grandmother’s house, eats her, and puts on her clothes in order to impersonate her.
When Little Red Riding Hood gets to her grandmother’s house, the lady notices some subtle changes in her grandmother appearance but ultimately ignores all of them and hops into bed with her. The wolf swallows her whole. He or she falls asleep from a substantial food coma.
Quality: A hunter hears Little Red Using Hood’s screams, bursts by means of grandma’s door, and slashes open the wolf’s stomach, setting Little Red Using Hood and her grandmother free. They then fill the particular wolf’s body with heavy stones, and when he wakes and tries to run away, this individual topples over and dies.
Right now — wouldn’t you say that was a little more compelling and entertaining than finding out Colonel Mustard can wield the candlestick as a murder tool? I would, too.
The thing is, a few small brands are leveraging this same exact tale structure to generate massive levels of brand awareness and affinity. Read on to find out exactly how they are doing it.
Brand Story Examples
- Unthinkable Press
- Grado Labs
1 . Unthinkable Media
Unthinkable Media is really a creative agency that creates original, narrative-driven podcasts designed for B2B brands. Their objective is to create refreshing, enjoyable shows for clients that can actually retain people’s attention, not just acquire it.
Here’s a rundown of their brand story, which is also fleshed out with the founder’s blog posts:
Circumstances: As manufacturers and marketers, we want our own audience’s attention, and so for a long time, we focused our attempts on acquiring it.
Conflict: Yet today, thanks to multiple displays, ubiquitous and instantly available content, and endless selection in nearly every competitive niche market, the buyer now has total control. They only select experiences they genuinely take pleasure in. It is no longer enough for us to simply acquire our audience’s attention.
Resolution: We need to hold this. That is our new mandate as makers and marketing experts. We need to shift our concentrate from impressions and traffic to subscribers and community. Everything we are trying to achieve turns into possible and gets easier when our audience spends minutes or even hours with us, not seconds. Don’t just acquire attention. Hold it.
2 . Grado Labs
Grado Labs is a third-generation, family-owned headphone and container company. They don’t rely on advertising, have operated within the same building for over a hundred years, and even make their earphones by hand. So why do they choose to operate like this when huge brands like Beats by dr dre, Sony, and Bose have celebrity endorsers and mass-produce their headphones? Check out our interpretation of their brand story to find out.
Status Quo: Music is an important part of the human experience. With out it, life just is not as colorful and thrilling. And we believe quality earphones amplify the pleasant, psychological experience of listening to music.
Conflict: Within a market where every headphone brand has an enormous marketing budget, state-of-the-art facilities, plus high-tech machines that can create as much product as they really want, all of which we don’t have, precisely why do we choose to not conform?
Resolution: Sound comes first. We’re craft-driven creators, meaning we prioritize producing the best product over generating the most buzz. And by creating a better set of headphones at the expense associated with publicity and growth, we are able to serve our customers better and foster a fervent passion for our product.
3 or more. Drift
Drift is a conversational marketing platform that helps companies connect with prospects through genuine, empathetic conversations and interactions. In 2016, they shocked the content marketing world simply by scrapping arguably the most reliable lead generator from their website — forms.
Even though they were initially anxious about removing a lead generation machine, they will knew ungating every part of content on their website would allow them to align with their mission, put their customers first, and offer as much value as is possible, which would produce better extensive results. Here’s our interpretation of their brand story.
Status Quo: The particular crux of content marketing and advertising is treating people like humans. So , we’ve performed what most other companies have done: created content that seeks to help and educate our own customers. And in exchange just for adding value to their lives, customers are likely to return the particular favor with their attention, believe in, and action.
Turmoil: But as much as we preach about placing the customer first, we don’t practice it. Instead of offering the most value we are able to, we make people provide us their contact info in exchange for the very thing all of us promise is free. Then, with their contact information, we email and call them until they either unsubscribe or eventually buy. Nobody actually enjoys filling out types, becoming a lead, and getting nurtured. Our ulterior motive is crystal clear. So are we really being customer-centric?
Resolution: Let’s eliminate all our forms. Whenever we really want to practice what we preach — putting our clients first and providing a a lot more human and empathetic marketing and advertising experience — we should provide all of our content for free, without strings attached.
Tell your brand’s real story, not it is highlight reel.
Whether you are publishing your brand story on your website or utilizing it to inform your overall mission, ensure it’s fact, not fictional. Spitting out a highlight reel, like almost every other brand name does, won’t actually speak out loud with people. Instead, it’s important you tell the sincere truth about the adversity your company has faced, and how you’re working to overcome it. Since what people relate to and get inspired by isn’t endless achievement — it’s the rocky journey of pursuing a goal, getting knocked down, and, ultimately, finding a path towards success.
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