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What a Brand Story Is and Why It Matters


As marketers, we work hard to craft stories that resonate with customers. Read about what a brand story is, the importance of brand storytelling, and how it can help you build customer loyalty.

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brand story

A brand story, in our minds, is a narrative that tells the story of your organization. It can be used internally to help employees understand the organization’s history and values or shared externally with customers and other stakeholders.  Brand stories can be long or short, but they should always be clear, concise, and easy to understand.

Brand stories are also important because they help people connect with your organization on an emotional level. They allow customers to see what your organization stands for and create a connection between the customer and the product or service. It can also be used to attract and retain top talent, as potential employees will be drawn to organizations with values that align with their own.

If you’re thinking about writing your brand story, there are a few things you should keep in mind.

  • First, what is the main character of your story? What are their goals? What motivates them?
  • Second, what is the conflict in your story? Every good story needs some conflict or tension to keep things interesting.
  • And finally, what is the resolution of the story? How does your organization overcome the challenges it faces and come out stronger on the other side?

A brand story is a narrative arc that captures the essence of a brand. It should be authentic, memorable, and inspiring, providing a clear sense of what the brand stands for and why it matters. A strong brand story can help customers connect with a company on a deeper level, fostering loyalty that goes beyond simply liking the products or services on offer. In an increasingly competitive marketplace, a well-executed brand story can be the difference between winning and losing customers.

Why Do You Need a Brand Story?

A brand story is essential because it humanizes your organization and makes it relatable. It helps customers understand what you stand for and why they should care about your product or service. A brand story is the history, identity, and values of a brand told through the eyes of the customers or audience. It is used to connect with the emotions of the target market and create a connection that goes beyond rational thought. In other words, it’s the “why” behind the “what” of your brand.

People engage with organizations they know, like, and trust. Your story is how you build that know, like, and trust factor. When customers feel a connection to your story, they are more likely to become loyal, passionate fans who evangelize your organization.  Think about some of the brands you love. What is it about their story that resonates with you? Maybe it’s because they started from humble beginnings and against all odds, became a successful society. Or maybe it’s because they have a mission to make the world a better place. Whatever the case may be, there is a reason why you connect with their story, and that’s what makes it so powerful.

If you want to create a strong brand, you need to have a compelling story that will resonate with your target audience. Take some time to think about what makes your brand unique and what sets it apart from the competition. What are your organization’s values? What is your organization’s history? Once you have a good understanding of what your story is, you can start to share it with the world.

Your story should be at the heart of all your marketing and communications efforts – from the way you answer customer service calls to the content you post on social media.  It should be woven into every touchpoint of your business. When done right, a good story will lead to long-term loyalty and success.

How to Write a Brand Story That Resonates With Your Target Audience

In order to craft a brand story that resonates, you need to start by identifying the core values that underpin your organization. What are the principles that guide your decisions and shape your organization’s culture? Once you have a clear understanding of your values, you can begin to craft a story that tells the tale of how your organization came to be. What were the challenges you faced along the way? How did you overcome them? What role did your customers play in your journey? By sharing this type of authentic, relatable story, you can connect with your target audience on a more personal level and build loyalty among your customer base.

There are several elements that should be included in a brand story:

  • The protagonist: This is the main character in your story. What are their challenges, aspirations, and fears? What motivates them?
  • The setting: Where does your story take place? This could be the physical location of your organization or the industry you operate in.
  • The plot: What happens in your story? This is the journey that your protagonist goes on, from their initial challenge to their eventual triumph. Along the way, they should encounter various obstacles and hurdles, which your organization helps them to overcome.
  • The supporting cast: Who else appears in your story? This could be your employees, customers, partners, or suppliers. Each of them should play a role in helping your protagonist to achieve their goal.
  • The climax: This is the moment of resolution in your story when your protagonist overcomes their final challenge and achieves their goal. This is also where your organization comes into its own, fulfilling its promise to help people succeed.
  • The ending: What happened after your story ended? Did your protagonist go on to lead a happy and successful life? Did they remember the role that your organization played in their journey? Make sure you end on a positive note that leaves people feeling good about your organization.

Examples of Brand Stories That Have Been Successful

There are many examples of brand stories that have been successfully used to connect with consumers.

One example is the story of Nike co-founder Bill Bowerman and his quest to make the perfect running shoe. Bowerman was a track coach at the University of Oregon, and he was always looking for ways to give his runners an edge. He experimented with different materials and design features, and he eventually came up with a new type of spiked running shoe. The shoe was a huge success, and it helped Nike become one of the most successful sports brands in the world.

Another example is the story of Honda’s founding. Honda was founded by Soichiro Honda, a Japanese engineer who dreamed of building a car that everyone could afford. He started Honda with just a handful of employees, and he eventually built it into a global powerhouse. The Honda brand is now synonymous with quality and innovation, and it all started with one man’s dream.

Another example is the story of how Coca-Cola was created. The Coca-Cola company has a long and storied history, dating back to the late 19th century. In 1886, pharmacist John Pemberton created a unique beverage that he called “Coca-Cola”. The drink was made with coca leaves and kola nuts, and it quickly gained popularity due to its refreshing taste and energizing effects. Pemberton originally marketed Coca-Cola as a medicinal drink, but it soon became popular among the general public as well. In 1899, entrepreneur Asa Griggs Candler purchased the rights to Coca-Cola, and he began to promote it aggressively. Candler was a shrewd businessman, and he soon turned Coca-Cola into a national phenomenon. The drink’s popularity continued to grow in the 20th century, and it is now enjoyed by people all over the world.

These are just a few examples of brand stories that have been successfully used to connect with consumers. There are many others, but these three illustrate the power of a well-told story. If you work in the association industry, your brand story may not be as evolved as these brands listed above.  Yours often begins with why your association was created and oftentimes there was a group of individuals who are underserved or not represented well by the current landscape and decide to come together to form their own organization. This “coming together” is what starts your story. It’s what sets the tone for everything that follows and becomes the foundation for what your association represents.


Your brand story is what makes you unique and it’s one of your most important marketing tools. By creating a brand story that includes a protagonist, a setting, a solid plot, a supporting cast, a climax, and an inspiring ending, you give people something to connect with on an emotional level. This emotional connection is what drives sales and loyalty. So take the time to craft your story and make sure it’s front and center in all of your marketing efforts. We’d love to hear your brand story – share it with us!