As an aspiring entrepreneur, you might have heard the term brand story countless times. But what exactly is a brand story, and why is it important for your business? A powerful brand story can humanize a company and differentiate it from competitors. It can evoke emotion, resonance, and trust in customers. In this blog post, we’ll explore the key lessons behind the brand storytelling of successful companies and how you can apply them to your own business.

Lesson 1: Start with your Why 💡

Simon Sinek, the author of the book “Start with Why,” emphasizes the importance of defining why your company exists before figuring out how or what it does. Your why is the purpose, cause, or belief that inspires your business. Companies that start with why can create compelling brand stories that resonate with customers on a deeper level.

Let’s take Apple as an example. Apple’s why is to challenge the status quo and create products that are beautifully designed and easy to use. This why is reflected in their brand story, from their minimalist aesthetic to their innovative features. When Apple launched its iconic “Think Different” campaign in 1997, it showcased stories of people who challenged the norm and changed the world. The campaign was not just about Apple’s products, but about Apple’s why.

Apple logo with the tagline "Think different"

Lesson 2: Tell a Authentic Story 📖

In today’s world, customers are looking for authenticity and transparency from the companies they support. Authenticity means sharing your company’s story in a genuine and honest way. Your brand story should reflect your company’s values and culture.

A great example of an authentic brand story is TOMS Shoes, a company that donates a pair of shoes to a child in need for every pair of shoes sold. The company was founded on the simple idea of using business to improve people’s lives. TOMS’ brand story is not just about selling shoes, but about the impact the company is making in the world. By sharing its story, TOMS has built a loyal following of customers who believe in their mission.

TOMS logo with the tagline "One for One"

Lesson 3: Emphasize the Benefits 🤑

Customers want to know what’s in it for them. Your brand story should not just focus on what your company does, but on the benefits that your customers receive. How does your product or service solve their problems or improve their lives?

One of the most successful brands in recent years, Airbnb, revolutionized the hospitality industry by offering travelers a unique and affordable alternative to hotels. Instead of just promoting the features of their platform, Airbnb emphasizes the benefits in their brand story, such as the ability to feel like a local and connect with new people. By emphasizing the benefits, Airbnb has created a loyal customer base that values the experience over the price.

Airbnb logo with the tagline "Belong Anywhere"

Lesson 4: Build a Consistent Experience 🏭

A brand story is not just a message, but a promise to your customers. Your company must deliver on that promise consistently across all touchpoints, from your website to your social media to your packaging. The more consistent your brand experience, the stronger your brand story becomes.

One brand that excels at consistency is Coca-Cola. Coca-Cola has been using the same script font and red color scheme for over 100 years. The company’s brand story revolves around happiness, togetherness, and refreshment. Coca-Cola’s consistency in branding has made it one of the most recognizable and beloved brands in the world.

Coca-Cola logo with the tagline "Taste the Feeling"

Lesson 5: Use Storytelling Techniques 📝

A brand story is more than a statement or a tagline, it’s a narrative that engages customers and makes them feel a part of your story. Using storytelling techniques such as character, conflict, and resolution can make your brand story more compelling and memorable.

Nike’s brand story is a great example of using storytelling techniques. Nike’s “Just Do It” campaign showcases stories of athletes who have overcome obstacles and achieved greatness. The campaign positions Nike as a brand that inspires and motivates people to push their limits. By using storytelling techniques, Nike has created a brand story that resonates with customers and can be adapted to different campaigns and products.

Nike logo with the tagline "Just Do It"

Conclusion 🎉

Building a powerful brand story is essential for any company that wants to stand out in today’s crowded marketplace. By starting with your why, telling an authentic story, emphasizing the benefits, building a consistent experience, and using storytelling techniques, you can create a brand story that resonates with customers on a deeper level. Remember that a brand story is not just a statement but a promise to your customers. By delivering on that promise consistently, you can build a loyal following of customers who believe in your company’s mission.

Hand holding up a sign that says "Brand Story" with a rocket launching in the background