Issue #6 | Storymaking For Brands

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Finding The Brand Narrative Neverland

Crafting a brand narrative is one of my favourite aspects of developing a brand’s identity. Although, much like choosing between children, I’m not entirely sure I’m supposed to have favourites.

That said, creating a brand narrative can be the most challenging part of any project. It’s a bit like finding Neverland - a place that doesn’t really exist until you piece it together from fragments of what you already know. You’re not just defining something that’s already there; you’re creating something new, something that feels both familiar and extraordinary.

There’s something uniquely powerful about creating a narrative that a brand can tell about itself. A narrative that not only connects with its audience but also sets the brand apart from the competition.

It’s the thread that ties together all brand communications, forming the foundation for a consistent and irresistible message.

Just recently, I shared my thoughts on LinkedIn with a business considering a positioning change.

Often, we instinctively look outward for inspiration when, sometimes, the best answers are right under our noses. More on that in a bit.

What is Brand Narrative?

At its core, a brand narrative is the overarching story that encapsulates everything about your brand—its identity, values, mission, products, and services. It’s the "why" behind what your brand does, the reason it exists (which, yes, could simply be to make money!), the emotions it evokes, and the unique value it offers customers.

Practically speaking, your brand narrative should weave its way into every aspect of your business. From marketing campaigns and social media content to customer service interactions and employee onboarding, it ensures that everything reflects your brand’s core identity. This consistency helps in building a brand that’s both recognisable and relatable.

The Storytelling Buzzword

These days, "storytelling" has become a bit of a buzzword.

Businesses have realised that to truly connect with their audience, they need to communicate through well-crafted stories. And, while this realisation is positive, it’s often not enough on its own to win over customers.

Sure, we can share our brand’s history, values, and the products or services we offer through engaging stories. But the real questions are - does it have a lasting impact? Does it keep customers coming back for more?

In my experience, the answer is a bit nuanced. Both yes and no.

Today, brands no longer stand on a pedestal, fully controlling their message. Particularly over the last decade, as businesses have leaned more on performance channels, messages have either become repetitive echoes in a vacuum or frantic reactions to others’ narratives about your brand - narratives you often can’t control.

As much as we care about our brand’s values, history, or positioning, consumers may not be as interested. Instead of fighting against these uncontrolled narratives, why not bring your audience into the process? They want to be part of the dialogue, to see themselves reflected in the narrative, and to feel like they are the main characters in your brand’s story.

Storymaking - The Next Step in Brand Narratives

One approach to deepening the effectiveness of your brand narrative is to shift your focus from storytelling to storymaking.

Storymaking invites your audience to participate in the creation of your brand’s narrative, rather than simply being on the receiving end of it.

Storymaking helps you understand your audience better, brings them into the creative process, and opens up a channel for two-way communication. This approach makes your brand narrative more inclusive, relatable, and ultimately, more powerful.

Tips for Successful Brand Storymaking

1. Review the Feedback You Already Have. Dive into the comments on your social channels, analyse reviews and testimonials, and set up polls or surveys. There’s a wealth of insight in the feedback you’ve already received, just waiting to be tapped into.
2. Speak Directly to Your Customers. Engage with your audience through focus groups, forums, and direct conversations. Be open and honest about the process, and involve them every step of the way.
3. Leverage User-Generated Content. Encourage your customers to share their own stories and experiences with your brand. Whether it’s through social media posts, videos, or testimonials, user-generated content can add authenticity to your brand narrative. Plus, it allows your audience to see how others are engaging with your brand, making your narrative more relatable and trustworthy.
4. Create Interactive Campaigns. Develop campaigns that invite your audience to participate directly. This could be anything from a social media challenge to a co-creation project where customers contribute ideas for a new product or service. Interactive campaigns make your audience feel like an integral part of your brand’s story, deepening their connection and loyalty.
5. Don't Approach This as 'One-and-Done'. Storymaking is an ongoing process. Regularly review the effectiveness of your brand narrative and be willing to adapt it based on audience feedback and changing trends. But PLEASE give it enough time to sink-in. Your narrative needs time to sit in the soil and be watered.

*There is a slight caveat here. While involving customers in storymaking is valuable, they can only contribute based on what they already know or expect. This is where your creativity comes in. Take those seeds of inspiration and push them further. Use them to differentiate your brand from the competition.

Key Components of a Brand Narrative

Purpose - The "why" behind your brand.

Values - Core principles that guide your brand.

Vision - Where your brand aspires to be in the future.

Mission - The "what" and "how" of your brand's operations.

Customer Focus - How your brand meets the needs and desires of your audience.

Emotional Connection - The feelings and associations you want to evoke.

Unique Value Proposition - What sets your brand apart from others.

The Difference Between Brand Narrative and Brand Story

A brand story is a specific, often personal tale that illustrates your brand’s origins, challenges, and successes. It’s a piece of your brand narrative.

On the other hand, the brand narrative is broader and more strategic. It encompasses the entire brand’s identity and ongoing communication, with the brand story serving as a part of that narrative, often used to humanise and personalise the brand.

The Christmas Tree Analogy

This is a great analogy that has stuck with me.

Brand Narrative = The Christmas tree.

Think of your brand narrative as the Christmas tree. It’s the foundation, the centrepiece around which everything else is built.

Brand Stories = The decorations that adorn it.

Your brand stories, then, are the decorations that adorn it. They add colour, character, and personality, but they wouldn’t exist without the tree. Just like decorations, brand stories can change and evolve, but the narrative - the tree - remains the same, providing structure and meaning.

Practical Ways Brand Narrative Will Impact Your Business

A strong brand narrative does more than just tell a story; it makes your brand more engaging and memorable. It aids customer engagement, especially if you’ve already done the work to reflect your audience in your storymaking.

It also sets you apart from competitors. If you have a truly unique offering and frame it within a compelling narrative, your competitors can’t easily match you in the market.

Consistency is another significant benefit. A well-crafted narrative brings uniformity to your marketing and communications, reinforcing the same message across all channels. This consistency builds deeper connections, loyalty, and advocacy among customers.

On an internal level, a strong narrative aligns your teams and employees with what the brand stands for. It provides direction for a unified company culture, helping everyone work from the same page about the brand’s values and mission.

Write Your Own Future

Getting your brand narrative right is a challenge, but it’s worth the effort.

So, roll up your sleeves, dive into your brand’s story, and start crafting a narrative that will stand the test of time.

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Ryan Grimshaw is the founder of Cest Pamplemousse, the brand and culture consultancy for businesses who want to drive success, with everyone on the bus for the ride. Unite brand and culture to empower your people on the inside and build trust with customers on the outside ??

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