Let’s look at the core elements of a compelling brand narrative or story:
- A protagonist – If you want to create a strong narrative, you need to focus on someone or a group your audience can relate to. This requires you to select a character or protagonist that represents the customer’s identity, mindset, and needs.
- A truth or insight – The story should begin with a real, observed human need, emotion, or tension. This is the anchor that makes the story feel relevant and authentic.
- A problem or conflict – Every good story needs tension or an obstacle to overcome.
- Emotional stakes – Emotion needs to be at the core of this type of story. Think about what the protagonist will gain or lose, and look at the stakes that make an audience care and create urgency.
- A transformation – Show what changes because of your solution or campaign. For example, how does life improve or how is a challenge resolved?
- Proof or credibility – Social proof or credible sources, such as real examples, customer testimonials, or data, can help your campaign be more persuasive.
- A memorable message – The message should be easy to use in content and creative to become the brand’s narrative ‘north star’.
- A call to action – The story should gently guide the audience to take action by sharing the message, responding, or making a purchase.
There are five different types of brand story according to the Harvard Business School:
- Functional brand stories – These make a brand stand out by emphasizing the superior attributes or features of its product or service to position it as customers’ ideal choice.
- Underdog brand stories – These portray the brand as an underdog compared to competitors to show the obstacles it had to overcome to succeed and achieve.
- Lifestyle brand stories – These stories tap into a way of living that the customer desires, such as luxury or excitement.
- Celebrity and influencer brand stories – These leverage the power of a celebrity or influencer to ‘sell’ a lifestyle and associate their brand with their name or fanbase.
- Social mission brand stories – These stories align with social causes or initiatives to show a brand’s commitment to an issue and make some kind of difference.