How To Create a Compelling Brand Story

By January 22, 2014 August 4th, 2016 Branding
photo of "once upon a brand..." written in a diary

Okay you get it, you need a brand story. But how do you even begin to create a compelling story that reaches millions of consumers’? Right here. Understanding these key points will give you enough ideas for content so you can start your own Once upon a brand.

Have A Message

Creating your story forces you to under a telescope examine your own purpose for a brand. That time and energy creating an attachment to your brand’s purpose reaches your audience loud and clear. You care about your brand, so much that you have a story to show you represent something, so your audience will care too. The more meaningful thought you put in to thinking about your story, the more genuine the message for your audience.

Think about what you represent now, what you want to achieve in the future, and what you want people to think your brand is.

Know Your Audience

Your brand’s story is all about reaching and building a relationship with your customer. So your story has to appeal to the correct demographic. Once you have an idea about who your are marketing for, it’s easier to create a story that can be shaped to target the correct audience. Is your brand for teenagers, adult women, men? What message do you want to tell these people about your brand?

Start by researching who you want to reach. Think about how you would casually tell them what your brand represents. A story will start to build itself.

Have a Consistent Theme

Once you have an idea for a story, you have to make sure it embodies all aspects of your brand. The visual pick up of your logo to an automated tune or commercial, all tie together binding your message. Every public visualization of your brand has to be consistent with your story.

If initially you fear that your story embodies your message but not your logo, for example, see how you can reword the story and give emphasis to different parts in order to wrap around the logo. If you cannot make it connect, it’s a good time to reconsider your logo. Creating a story helps you see where your brand is cohesive, and where it needs work. People are comforted by consistency, and it is important you reinforce your story by remaining so.

Create Characters and Scenarios

At this point, you’ve got a confident message that your target demographic will understand that is consistent with all aspects of your brand. Think about a story to tell them that carries this cohesive message. Find multiple ways to speak, show, and act with this message.

Here are a few brands that really got it right:

Procter and Gamble Co. (P&G)

Industry – Consumer Goods
Target Audience – Mothers
Brand Story – “Thank you, mom.” P&G cares about our homes, and the people who make it.
Compelling Content – Olympics P&G – Thank You Mom Commercial


Industry – Web / Technology
Target Audience – Everyone
Brand Story – “The web is what you make it.” Anybody can use Google products. They can be a chief part of anyone’s life and provide opportunities no one else can.
Compelling Content – Google Chrome: Dear Sophie

Red Bull

Industry – Food & Beverages
Target Audience – Young men, thrill seekers, people looking for a good time.
Brand Story – “Red Bull gives you wings.” Red Bull can give you the energy to achieve things you want, do things you want, and be who you want. (That’s pretty good, they should use that.)
Compelling Content – Red Bull space jump.

What these stories have in common is that they are marketing to you their brand’s products, without it even feeling like they are. They thought about who their demographic is and created a consistent marketable theme. Their messages comes through strong and clear; you are focused on their ad, and you remember their story. One hour later, you might ‘remember’ that you need Bounty paper towels, want a more professional gmail account, or need a pick me up energy drink. Brand stories are powerhouses for advertising.

To create a brand story, you must understand your brand, comprehend your audience, and create a consistent message to reach them.

Don’t be weirded out if at first your story doesn’t match the rest of your perceived brand personality. Remember, when you have a solid message, words and marketing can shape that to match your demographic, logo, and other brand identities. Make sure your story is genuine, and the compelling content will be easier to create.

Happy writing.

Judson Abts

About Judson Abts