Every brand has a story (or more accurately, stories) worth telling. But not every brand tells it well. We are at a point in the use of brand storytelling that reminds me of the early days of the commercial World Wide Web. Brands realized the promise of online communication, but many of them struggled with how to do it in a relevant way.
Today, brands see the impact that stories can have on customers and other stakeholders. Yet, there is a learning curve to becoming effective storytellers. Who or what should stories be about? Which framework(s) should be used to craft stories? What are the best content types and channels to deliver stories? When your narrative aligns with your promise, people listen. A strong brand narrative strategy helps you stand out.
In short, you need a narrative strategy to guide brand storytelling. A key ingredient for an effective narrative strategy is authenticity.
What is a Narrative?
Before diving into the roles played by authenticity and adaptability, let’s start by clarifying what we are referring to when discussing brand narrative.
A brand narrative is the overarching story a brand tells about who it is, what it stands for, and why it exists. The narrative goes beyond products or services, connecting with values, purpose, and customer identity. Elements such as a brand’s history, mission, and personality are woven into a coherent story that people can relate to and remember. Think of a brand narrative as being like a positioning statement infused with emotion-laden layers to form a more complete picture of the brand. It is like a positioning statement in that a brand narrative gives direction to any storytelling tactics used in brand communications.
One of the most powerful ideas I have encountered as a marketer is to create your own story, or it will be created for you. Brand narrative strategy entails developing an intentional plan for articulating brand stories. The aim is to be consistent with messaging to leave no doubt about a brand’s value proposition and impact.
The Role of Authenticity
Developing a brand narrative strategy without considering authenticity ais a futile exercise. Authenticity must be a priority, not only for creating a brand narrative but in everything a brand does. The narrative must feel real, not a story forced into a template. Authentic stories evoke emotional responses that can create feelings of trust with the brand.
It is impossible to give proper coverage to authenticity in a single blog post, but keep three priorities in mind when it comes to developing an authentic brand narrative:
- Clearly communicate brand values. Stories are an ideal platform for showcasing values. Let there be no doubt what the brand and company hold as priorities.
- Show, don’t just tell, about values and priorities. The emotional impact stories can have is their secret power. Stories that are merely descriptive fail to take advantage of the power of story to connect with an audience on an emotional level.
- Shine a Light on Others. The biggest mistake I see brands make with storytelling is that they turn the spotlight on themselves. Effective brand storytelling features customers, the community, or employees. The brand or company is along for the ride, or, using Donald Miller’s Storybrand framework, the brand is the guide. Make your brand stories about those people who are transformed by the brand in some way.
Be Authentic
The call to authenticity cannot be overstated. Think of authenticity as the anchor of a brand narrative strategy. The tasks of coming up with ideas for brand stories, creating them, and distributing them to audiences are streamlined when guided by brand authenticity. A brand’s identity becomes more stable and trusted over time with a brand narrative grounded in authenticity.