Your Brand's Story Matters: Are You Telling Yours Right?

Yay!!! ????Welcome to the first edition of The Brand CTRL!

You honestly dont know how excited I am to have you on this journey as we explore everything branding, from the basics to the brilliant. Let’s kick things off with something fundamental but often overlooked: your brand’s story.

Why you need a brand story

You might think that your brand is just a logo, a slogan, or a color scheme. But it's much more than that. Your brand is the story that you tell to your customers, your employees, and yourself. It's the story that defines who you are, what you do, and why you do it. It's the story that makes you stand out from the crowd, connect with your audience, and inspire loyalty and trust.

But how do you tell your brand story?

And more importantly, how do you tell it right?

That's what we're going to explore in this edition of The Brand CTRL newsletter.

• I'll show you some examples of brands that have nailed their stories, and some that have failed miserably.
• I'll also give you some tips and tricks on how to craft your own brand story that resonates with your customers and reflects your values and vision.

Alright, let's gooooooooooooo!

Allow me start by breaking it down with a relatable scenario:

You manage a cozy coffee shop somewhere in Ikeja and there’s another coffee shop just around the corner, same prices, similar menu.

Why should someone choose yours over the other?

Here’s the difference: Your coffee shop is a tribute to your late grandmother, who taught you the art of brewing the perfect coffee. Every cup you serve is inspired by her love and attention to detail. You share this story on your social media, your website, even on the walls of your shop. Now, every customer who walks in feels a connection—they’re not just buying coffee; they’re buying into a legacy of love and craftsmanship.

Are You Telling Your Story Right?

Now that we’ve established that your brand’s story matters, the big question is: Are you telling yours right?

• Do people know why you started your business?
• Can they relate to the struggles and successes you’ve encountered along the way?
• Does your story make them feel something—whether it’s inspired, comforted, or understood?

If you’re not sure, don’t worry - you’re not alone. Many business owners focus so much on what they’re selling that they forget to share the why. And that’s a missed opportunity.

What makes a good brand story?

A good brand story is not just a list of facts and features. It's a narrative that engages your audience emotionally and intellectually. It's a story that has a clear purpose, a compelling plot, and a memorable character. It's a story that answers these three questions:

• Who are you?
• What do you do?
• Why do you do it?

Let's look at some examples of brands that have answered these questions effectively.

One of the most iconic brand stories of all time is Apple's . Apple's story is about challenging the status quo, thinking differently, and creating products that empower people to unleash their creativity. Their story is embodied by their founder, Steve Jobs, who was a visionary, a rebel, and a genius. Their story is also reflected in their design, their marketing, and their culture.

Apple's story is not just about making computers and phones, it's about making a dent in the universe.

Not all brand stories are created equal. Some brands have failed to tell their stories well, or worse, have told stories that are inconsistent, inauthentic, or offensive.

One of the most notorious brand story blunders was Pepsi's 2017 ad featuring Kendall Jenner. The ad showed Jenner joining a protest and handing a Pepsi to a police officer, seemingly resolving the conflict. The ad was widely criticized for trivializing the social justice movements and exploiting the imagery of real protests. The ad was not only tone-deaf and insensitive, but also irrelevant and unrealistic.

Pepsi's story was not about bringing people together, it was about selling soda.

How to tell your brand story right

So, how can you avoid the pitfalls of bad brand stories and create a story that works for your brand?

• Be authentic. Don't try to be something you're not, or copy someone else's story. Tell your own story, based on your own experiences, values, and vision. Be honest, transparent, and consistent.
• Be relevant. Don't tell a story that has nothing to do with your brand, your products, or your customers. Tell a story that addresses the needs, wants, and pain points of your target audience. Tell a story that shows how you can help them solve their problems, achieve their goals, or fulfill their desires.
• Be engaging. Don't tell a boring, bland, or predictable story. Tell a story that captures your audience's attention, curiosity, and emotions. Tell a story that has a clear beginning, middle, and end. Tell a story that has a conflict, a climax, and a resolution. Tell a story that has a hero, a villain, and a moral.

I hope you enjoyed this edition of The Brand CTRL newsletter. If you want to learn more about how to tell your brand story right, or if you need some help with your own brand story, feel free to contact me.

I'd love to hear from you in the comments and help you take control of your brand.

After all, as I always say, “Every brand has a story. Make sure yours is worth telling.”

Until next time, keep controlling your brand narrative!