How To Easily Write Your Brand Story
Writing your brand story needn't fill you with dread. It did me to be honest, until after much research, I learned the five stages of a story.
In this post, I will explain the stages of a story and you will most likely find them familiar! Once you understand the key stages to - pretty much most stories, you will be able to write your own beautifully compelling stories to create connection and trust with your audience.
What is a Brand Story?
and why you need one
A brand story defines your brand's personality and what it stands for. It lays the foundation for your brand, and it offers a human narrative.
The reason you need a brand story is so that you can give your ideal clients a reason to trust you and your services. Your brand story helps them to understand your values and to feel your authenticity.
Your brand story ideally includes:
- Where You Began (sometimes depending on your chosen story)
- Why you do what you do
- How you came upon a need/problem that you can fulfil/fix for your clients
- Who your service is for
Brand stories help build connections and relationships with your clients. It's the know, like and trust factor.
The 5 Stages of a Story
If you are anything like me, you love a good easy to follow tv drama - is anyone a fan of The Crown or Call the Midwife?
Have you noticed that there seems to be a similar ebb and flow to all of the shows or movies that you have seen?
I have observed a similar scenario: The hero of the show (main character) is bumbling along in their life. They then notice that something has gone slightly awry. After this, they will face a conundrum of sorts that they will overcome with much strife (usually) involved. The situation finally resolves, and, in the end, life returns to normal.
The other evening, I was watching the new series of the Crown and it was the episode titled "Ipatiev House". Did you see it? I thought it would be a good example to share as this particular story in the show wasn't particularly dramatic. Most brand stories are subtle or uplifting rather than dramatic! It is about the Queen and her relationship with Prince Philip.
So here is a simple version of the story with the relevant stages:
Stage No. 01 - Context
example: this can be where you started your business, product, new service etc.
The Queen is going about her daily activities and life seems normal enough. She is busy learning about the newly democratic Russia and its leader President Yeltsin
Stage No. 02 - Conflict
example: experiencing or discovering a problem or unfulfilled need for yourself or a client
She rushes in to update her husband Prince Philip, Duke of Edinburgh, on it all with much excitement. She is dismayed to find that he isn't too interested and is about to go abroad for a few weeks. He leaves her feeling confused by his distance towards her.
Stage No. 03 - Turning Point
example: where a solution to the problem or need is found
Whilst in Russia the Queen notices Prince Philip is still a little cold and now irritable towards her. She confronts him, and he reveals that he is having a 'spiritual' (if I recall the correct word) relationship with his Godson’s wife - Penelope Knatchbull. The Queen is crestfallen. Her emotions are high, and she threatens to put a stop to the relationship, but he warns her that would be a 'bad idea'.
Stage No. 03 - Conclusion
example: this is the stage where you found a way to fulfil a need for your clients, or your client's business transformed because of your service
The Queen sets about finding a resolution to this matter and suggests to Prince Philip that she and Penelope become friends. She tells Philip it is stopping their friendship from becoming a 'scandal'. She arranges a meeting with Penelope under the premise of getting to know one another. Towards the end of the meeting, the Queen very elegantly lets her know that her friendship with Prince Phillip is not appropriate.
Stage No. 03 - Closure
This is where you summarise and solidify your service and how much it helps and will continue to help your ideal clients.
The Queen has a visit from The Prime Minister (John Major). He talks about an account of a long successful marriage and says that the marriage lasted because the couple had nothing in common. The Queen is appearing pleased to hear maybe because it solidifies the security of her marriage to Philip. Lessons were learned and things between her and Prince Philip eventually improve and likely with new understanding.
Tips for Storytelling for Your Brand
By following the same five stages you will write more compelling stories for your brand.
Your brand story doesn't have to be about you. It can be about a client who saw a transformation from the services/products you provide. It can be about an a-ha moment that you have had, or how you got where you are now in your business.
Try to make your ideal client see themselves in the story or how they can benefit from working with you.
Be sure to show how you can fulfil a need for your ideal client.
Try not to make your brand story too long. The aim is to get the message across concisely. Nobody likes a boring long-winded story. You really want to inspire your reader to take action.
Storytelling is not just for your brand story. Use storytelling in your social media captions and on your website. Using stories to sell a product or service is a great way of getting clients to want to work with you instead of feeling pushed into it or it is a kneejerk reaction. Telling stories connects far better than sales copy.
One Final Tip
Try to make it clear who your brand is for within the story to attract those all-important ideal clients!
Rosey x
