Why Do Most Brand Stories Get L.O.S.T. in Translation?

Ever wonder why your brand story isn't getting through to people?

Why it doesn’t cut through the cacophony that exists in your competitive space? Let me save you a search – it’s that your story is probably L.O.S.T. As in, there’s a Lack Of Story Tension in what you’re saying.

Imagine if the iconic SpaceX launch videos were just rockets sitting on the launch pad. Yawn, right? No countdown, no build-up, no lift-off, no fiery trail across the sky. Just a bunch of metal cylinders chilling. Without tension, your brand’s story is as exciting as standing in line at the DMV.

Think of it like this: the most gripping stories, from Harry Potter to Tesla’s journey, all have one thing in common – tension. That’s the secret sauce that keeps us glued, heart pounding, popcorn flying. It’s not just a story, it’s an emotional experience that keeps people plugged in and paying attention.

So, how do you inject that electric tension into your brand’s narrative? Here are 10 ways to make sure your story doesn’t get L.O.S.T. in the proverbial sauce:

1. Set the Stakes High: What’s at risk? Make it clear that something valuable is on the line. The rope bridge in Raiders of the Lost Ark isn’t exciting until you realize there’s a huge chasm below and the bridge’s ropes are little iffy. The characters are in danger.

2. Introduce a Conflict: Every hero needs a villain. What obstacles does your brand overcome? Make sure your story draws out the intent of the main character and points out the obstacle standing in her way. For instance, for a global industry trade group that puts on event, we created the villain of “Dead End Events” and showed how attendees at events were more likely to connect, gain knowledge and found partners to do business with.

3. Create Relatable Characters: People connect with people, not faceless corporations. Give your brand a personality.

4. Build a Narrative Arc: Just like a great novel, your brand story needs a beginning, middle, and end. Every great story is about movement and transformation. Plot a journey that customers would enjoy being a part of.

5. Use Real Emotions: Authenticity trumps perfection. Show the highs and lows, the triumphs, and struggles. Don’t forget that as humans, we connect through emotions and confirm through logic.

6. Add a Twist: Surprise your audience. Predictability is the enemy of engagement.

7. Invoke Curiosity: Leave breadcrumbs that make your audience want to know what happens next. Bake in intrigue heighten engagement.

8. Highlight Transformation: Show how your brand or product changes lives or circumstances. Effective brand stories begin in the Challenge State, the space where customers struggle, and are projected forward into the Champion State, the promised land where obstacles are resolved, and characters are now in a better place.

9. Employ Visual Drama: A picture is worth a thousand words. Use imagery that captures tension. As we like to say, “visuals are visceral.” Use them to your advantage.

10. Keep it Human: At its core, your story should speak to the human experience. We’re all in this together, after all.

Here are 10 popular brands that effectively use tension in their storytelling to captivate their audiences:

1. Apple

o Tension Element: Innovation vs. Status Quo

o Story: Apple consistently positions itself as a revolutionary force, challenging the norms and pushing the boundaries of technology.

2. Nike

o Tension Element: Overcoming Challenges

o Story: Nike's "Just Do It" campaigns often focus on personal and athletic struggles, emphasizing the triumph over adversity.

3. Tesla

o Tension Element: Sustainability vs. Traditional Auto Industry

o Story: Tesla presents itself as a pioneer in sustainable energy, taking on the established, gas-guzzling auto giants.

4. Coca-Cola

o Tension Element: Happiness vs. Mundane

o Story: Coca-Cola’s advertisements often juxtapose everyday moments with the joy and refreshment their product brings, creating an emotional uplift.

5. Airbnb

o Tension Element: Adventure vs. Routine

o Story: Airbnb's marketing focuses on the excitement of unique travel experiences versus the monotony of traditional hotel stays.

6. Red Bull

o Tension Element: Extreme Sports and Risk

o Story: Red Bull’s brand is built around extreme sports and daring feats, showcasing athletes pushing the limits of what’s possible.

7. Amazon

o Tension Element: Convenience vs. Inconvenience

o Story: Amazon highlights the tension between the ease of online shopping and the hassles of traditional retail, emphasizing speed and efficiency.

8. LEGO

o Tension Element: Creativity vs. Imagination Stagnation

o Story: LEGO’s campaigns often center around the limitless possibilities of creativity that their products unlock, versus a world without imagination.

9. Patagonia

o Tension Element: Environmental Conservation vs. Industrial Impact

o Story: Patagonia consistently tells stories about their commitment to the environment, challenging the broader industry’s impact on nature.

10. Disney

o Tension Element: Magic vs. Ordinary Life

o Story: Disney’s narratives revolve around bringing magic into everyday lives, creating a stark contrast between the fantastical and the mundane.

So, there you have it. Tension isn’t just for thriller novels or space missions. It’s the heartbeat of any compelling brand story. Without it, your message will miss its mark, and be banished to the Land of Generica.

It’s Summer and we’re booking dates for Unordinary Story Labs. ?

We help ambitious companies find their unordinary story by running in-depth

two-day workshops that dig in and get your core brand story down on paper or pixels. Day 1 is defining your brand strategy. Day 2 is defining your unordinary story.

In the past sixth months, we’ve led labs with brands ranging from skin care, men’s sexual health, biotech, pettech, fintech healthtech, cyber security, digital consulting, kids’ footwear, sports nutrition and global professional trade groups.

We’ll help you and your team get your story right, get your story out and get other people to tell your story for you.

Reach out if you want to talk about building a narrative for your company, your product, or your service, and have a few days you can devote to getting storytelling right and getting your business humming.

Drop me a note or DM to get started.

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