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Brand Stories

What is a Brand Story?

Branding is the process of creating a unique and distinctive identity for a product, service, company, or organization. It goes beyond just designing a logo or choosing a color scheme; branding involves shaping the perception and overall image of the entity in the minds of consumers and the public. It is common these days for brands to have a ‘brand story’ – a narrative that conveys the history, values, mission, and unique identity of a brand. The best brand story examples create an emotional connection with customers by humanising a brand, making it relatable and standing out from competitors. Some brand stories particularly stand out because the brand founder was BOLD enough to do things a different way, to disrupt their market, and to become a leader.

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The best brand story examples typically include the following elements:

  1. Origins and history: explaining how a brand came into existence, the vision of its founders, and the challenges they faced in establishing the business helps communicate authenticity to build credibility and trust.
  2. Values and mission: the core values and principles that a brand stands for clarify its purpose and mission to make a positive impact, beyond solely profit-making.
  3. Target audience: a brand story should demonstrate an understanding of the needs, aspirations, and pain points of its key target customers.
  4. A unique selling proposition (USP) that highlights what sets a brand apart from its competitors should be woven into the narrative.
  5. An emotional appeal, rather than just a factual description, helps create a deeper bond between a brand and its customers. This can often be through evoking feelings of nostalgia, happiness, inspiration, or a sense of belonging.
  6. Consistency helps reinforce a brand’s identity and makes it easily recognisable. Brand users have to know what to expect, and be able to trust that their expectations will be delivered.
  7. How the brand story is told is vitally important. The best brand story examples carefully consider the choice of storytelling format, Whether it’s through a video, blog, social media posts, media advertising or any other channel, a BOLD brand story should resonate with the target audience through reflecting their behaviours and preferences.

A well-crafted brand story can be a powerful tool that builds brand loyalty and customer engagement, leading to the establishment of loyal advocates.

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