Where to Start: Creating a Brand Story

With the wide array of distractions tugging at people’s attention nowadays, the need for your brand to stand out as relevant is more important than ever. Although many brands can entertain and attract audiences with attention-grabbing graphics, videos and visual content, having a story for those visuals is tougher to get right, but extremely valuable if you do. As of late, there has been a rise in the use of emotional marketing, which goes hand in hand with compelling storytelling. Here are a few key points we suggest when looking to hone in an effective storytelling strategy for your brand.

Creating A Brand Story

Identify your target audience.

Identifying your target audience should be the first step before beginning the creative process in crafting your brand’s story. When looking to grab the attention of potential consumers, you’ll need to know who it is you are looking to attract their interests, needs and preferences. While reaching the masses is a worthy goal, it’s best to understand your ideal customer so that you can speak to them in a way that resonates with them.

Start with the basics.

Behind every good brand is a team of great people who embarked on a journey together. If you start sharing information about your team and the history behind your brand, you instantly create a human appeal that people can connect with when they read your story. Consider how your products affect people and how you play a role in their lives.


Find a core theme.

Once you’ve nailed down the key players of the story, determine what your brand’s core message is going to be. The underlying message for many stories is the theme; the theme is used as a beacon when crafting a story. Our brains crave stories and are wired to recognize patterns of information because we assign them to meaning. When you’re starting to map out what your story will look like, keep in mind the connection you want your readers to make with your brand.

Consider starting with an inverted pyramid approach.

The inverted pyramid is a tried and true method for many journalists, but marketers looking to share a story can tap into this bulletproof strategy as well. The key to utilizing the inverted pyramid is to entice your audience at the beginning with the most important and impressive information and follow up with more details. Even if your story doesn’t take the same shape as the inverted pyramid, it’s a great tool to use when looking to organize your thoughts.

Avoid overcomplicating things.

At the end of the day, the best way to get information out to people is to just state the facts in an easily digestible manner. Don’t worry about adding the extra “fluff” or using words that people rarely use in conversations. The best way to connect with your audience is to meet them where they are and enlighten them in an approachable fashion.

While creating an effective story seems like an overbearing task, it can be quite simple once you break it down. Still struggling to wrap your brand’s story in a pretty package? Download our Guiding Principles for Effective Storytelling eBook today for more insights!

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