The other day, I went shopping. Standing in the middle of a store filled with makeup products, I was overwhelmed. Which one should I get?
And then, my eyes landed on a lipstick from a particular brand. Without a second thought, I knew I had to buy it.
You know why?
A few days earlier, I had read about this brand’s story – the founder’s struggles, her passion for creating cruelty-free, vegan skincare, and her mission to make it affordable.
Her story resonated with me. I could see myself in her journey. I shared her vision.
At that moment, I felt an instant connection. I trusted the brand, not just the product.
And so, I bought the lipstick.
Amidst a sea of makeup brands, this one stood out because it told a story – one that spoke to me.
Why Do You Need a Story?
Your brand deserves to be found.
Your brand deserves to tell its story!
Newsflash:
92% of consumers want ads to tell a story, not just scream “BUY NOW!”
In today’s world, every brand is fighting hard to walk past its competition.
The fight isn’t easy, though!
But the good news is that you can win it with one weapon – storytelling!
The truth is, people don’t always buy from your brand, they buy from you! They are more likely to do so if you can do one or more of the following :
- Resonate with your story
- Trust you
- Find solutions to their problems from you
- Learn something that will help them
- Feel motivated by your journey
- Make them emote
Guess what?
You can do all of it through your stories.
Neuroscience shows that when we hear a compelling story, our brains release oxytocin – the same chemical that fosters trust and empathy in relationships. In other words, good storytelling makes people feel emotionally invested in your brand.
For business owners and writers alike, this means one thing: If your content doesn’t tell a story, it’s just noise.
The 3 Stars in Brand Storytelling
What is it that you need to tell a story?
Just 3 elements!
1. The Hero
No story is complete without a hero. A hero is someone you look up to. A hero is someone you can relate to. A hero is someone we aspire to be.
Here are some ideas for selecting a hero:
- You, the founder
As the founder of your brand, can position yourself as a hero! This can be especially the ideal choice if you can talk about your struggles, failures (yes that works), and breakthroughs. When your audience reads about this, they will form an instant connection with you.
- Your Ideal Customer
Your audience will love it if you place them as the hero. It will make them feel acknowledged and in charge of the situation.
PS: Remember to give a vivid description of the hero in the story (and this should resonate with your target customer).
This will make work like magic for your readers.
- A Shared Cause
A hero can be a cause too! It could be a mission that unites you and your audience. This will give a sense of belonging to your readers and bring them closer to your brand.
2. The Problem
One of the reasons why we keep watching a movie is to see how the hero solves the problem and emerges victorious. So, you need to introduce your problem statement here. The problem is usually the pain point of your audience – it should ideally be the one that your product or service is going to solve. The more vividly you describe their struggle, the more they’ll feel that you get them.
Nike doesn’t just sell shoes; they tell stories of athletes pushing past their limits. Their conflict? Self-doubt, fear, and adversity.
3. The Solution
This is the most important element of your story. While presenting the solution remember that:
Your brand is not the hero – the customer is.
Your role is the guide – the expert, the mentor who helps the hero win.
Think of your brand as Gandalf to Frodo, or Yoda to Luke Skywalker. Your product or service should feel like the solution your audience has been searching for.
For example, Dove doesn’t just sell soap; they tell stories of real women redefining beauty. Their message? “We’re here to help you embrace your natural beauty.”
Some Successful Techniques of Storytelling
Listen, there is more than one technique in which you can tell stories. And remember, each of these will have a unique impact on your audience.
1. Customer stories and testimonials
They are great for building trust and establishing your brand’s credibility.
2. Founder’s story (along with the vision and mission statements)
This is the best way to connect with like-minded customers who resonate with your story and mission.
3. Educational content
It’s the best way to provide value to your audience and win their confidence.
4. Success stories
This again is a great way to convey to your readers the effectiveness of your product/ service.
5. A common cause
A common cause like sustainability or the creation of cruelty-free products can unite audiences who resonate with the cause and hence the product.
The Best Places for Applying Storytelling in Your Brand
Are you thinking of incorporating storytelling in your brand, but are confused about where to do so?
Let me help you!
1. The About Page
Gone are the times when you wrote lengthy chunks of generic statements to introduce your brand! People find the boring nowadays. So, you can write a story about why you started, instead. This hooks the readers instantly and increases their chances of bonding with your brand.
2. Product Description
Those long and boring product descriptions filled with tough jargon often leave readers uninterested. So, don’t just list the features but also tell how the products fit into your customer’s life.
3. Blogs, Newsletters, and Social Media Posts
These are the best places for sharing stories. You can talk about your customer’s success stories, challenges you overcame, behind-the-scenes actions and more.
4. Emails and Sales Pages
Engaging stories with effective hooks can help them read through and take them to your offers.
5. Brand Messaging
Storytelling is a must when designing your brand message. It humanises your brand and draws the audience closer to your brand.
Final Thoughts
Whether you’re a freelance writer or a business owner, storytelling is your secret weapon. It makes you stand out, builds trust, and keeps your audience engaged.
But here’s the most important thing to remember:
Brand storytelling isn’t about faking emotions or manufacturing drama.
When you share real, authentic stories, people stop seeing your brand as just a business. Instead, they befriend it, trust it, and rely on it.
So ask yourself:
What’s the story behind your brand?
And how can you tell it in a way that makes your audience feel like it’s their story too?
