What is a brand story?
The brand story is a short story that deepens the brand promise through narrative elements.
It is the strategic foundation of the entire brand communication because it describes why you should decide for this brand – as a customer, as a talent, or as an employee.
What is the purpose of a brand story?
The brand story provides access to the brand positioning, brand vision, brand mission and brand personality in a narrative way. It enables customers and employees to understand what the brand should stands for, today and in the future, and how it aims to achieve this positioning. Goal of the brand story is to anchor the brand in the minds of all stakeholders, and to differentiate the brand from the competition as much as possible.
How is the brand story used in practice?
There are many ways to use a brand story in practice. It can be used directly as content, e.g. on a website. The brand story can also be used as a briefing and reference: do the results of a communication project fulfill the promises made in the brand story?
What makes a good brand story?
A good brand story evokes emotions and creates visuals in the imagination of the stakeholder. A selected vocabulary that reflects the positioning of the brand contributes to this. A good brand story also creates a bond with customers by showing how customers benefit from deciding for this brand. A good brand story further fulfills all the requirements of good texts: short sentences, clear sentences, understandable words, active verbs, etc. |
