Brand stories
There is no greater power in this world than story – Libba Bray
Our brains love stories. They engage, inspire, connect and teach, and when used regularly and strategically in branding, they can boost your brand engagement, recognition and success.
Whether you already use storytelling in your strategy or are still figuring out how to navigate this tool, this how-to guide — or rather, how-not-to guide — will help you avoid the most common mistakes and tell unforgettable stories showcasing the uniqueness of your brand.
Mistake 1: Considering your brand story as a static, one-time event
Most companies have an “About us” section in their website which includes their mission, vision, values and strategy, and in some cases, that’s the extent of storytelling use in their strategy.
The way I see it, your brand story is like a house foundation – it must be solid, and it is important, but what you build on top of it is what people will experience, see and remember. The stories you tell to tell your story are the true soul of your brand.
Take IKEA as an example. In their website, they state: “We are straightforward, innovative, creative and common-sense problem-solvers” – and they showcase these values in the various campaigns they launch yearly, always with a new angle and perspective. One of their most memorable campaigns from the company, in my opinion, has been launched this year, here in Norway. The campaign includes television ads with the slogan “Life is not an IKEA catalogue”, depicting scenes from real life – such as a dog peeing on a carpet. In my opinion, this is a genius way to allude to their practical nature (their carpets can be washed at home), but also to their directness and approachability. They also show incredible social awareness in a time in which people appreciate genuine and honest brands in favour of glossy, picture-perfect companies.
Mistake 2: Prioritizing plain data over compelling stories
If I say that the Earth’s circumference is 40,075 km, will you remember that in a couple of days? Can you visualize that distance? Probably not.
If I add that it would take you a little bit over 2 days to fly around the world (without stops), the same information becomes remarkably easier to process. Data and information are necessary, but stories are key to provide meaning. When working with clients who want to share data, charts and other objective information, I encourage them to add a story or a relatable context to it. Not only does this increase engagement and help them reach a non-specialized and wider audience, but it also builds their reputation as experts in the field.
Mistake 3: Telling it all
The stories brands share should be like a quick and snappy read, not a full-blown novel with footnotes and a bonus chapter. Keep your stories short, sweet, and to the point – like a highlight reel of your business journey. You can always build on previous stories to show the full picture of who you are and what you can do for your clients (but they don’t need to know everything, all at once).
Remember, storytelling in branding isn't a one-time effort; it evolves as your brand grows and adapts to market changes. Regularly revisit and refine the stories you share about your business to ensure they remain relevant and resonant with your audience.
Do you need help with your brand storytelling? Reach out and let’s build memorable stories for your audience!