Brand story – how to build strong organizations
About brand story and how it can help you in the process of creating strong organizations
What is the brand story and how to create one
A Story Brand is a marketing framework developed by Donald Miller that helps businesses clarify their message and connect with their audience. The idea behind the StoryBrand framework is to help businesses use storytelling to communicate what they do in a clear and compelling way that engages their customers.
To create a brand story, businesses need to focus on three key elements: the hero, the problem, and the solution. The hero is the customer, and the problem is the challenge or pain point that the customer is facing. The solution is the product or service that the business provides to help the customer overcome that challenge.
To create a brand story, businesses need to develop a narrative that connects these three elements in a clear and engaging way. This can be done by identifying the core values and motivations of the target audience, and using those insights to craft a message that speaks directly to their needs and desires.
One key component of the StoryBrand framework is the development of a brand script, which is a template for how a business should communicate its message. This script should include a clear and concise explanation of what the business does, how it solves a customer’s problem, and what sets it apart from the competition.
Overall, creating a brand story is about developing a clear and compelling message that resonates with customers and helps them see the value of a business’s product or service. By focusing on the hero, the problem, and the solution, businesses can create a narrative that connects with customers on a deep and emotional level, and ultimately helps drive sales and growth.
How to use story arcs to create a more engaging story?
Story arcs are an essential tool for creating engaging stories, whether it’s for a novel, a movie, a TV show, or any other medium. A story arc is the path that a story takes from beginning to end, including the rising action, climax, and resolution. By using story arcs, you can create a compelling narrative that keeps the audience engaged and emotionally invested. Here are some tips on how to use story arcs to create more engaging stories:
- Identify the key elements of a story arc
Every story arc has four main elements – exposition, rising action, climax, and resolution. The exposition sets the stage by introducing the characters, setting, and conflict. The rising action builds tension and leads to the climax, which is the point of highest tension in the story. The resolution provides closure and ties up loose ends.
- Develop your characters
Engaging stories have well-developed characters that the audience cares about. Make sure your characters have distinct personalities, motivations, and goals. The choices your characters make during the rising action should be true to their character and should move the story forward.
- Build tension
In order to keep the audience engaged, you need to build tension throughout the story. The rising action should be a series of obstacles that the characters must overcome to reach the climax. Each obstacle should be more challenging than the last and should keep the audience guessing about what will happen next.
- Create a satisfying resolution
The resolution should tie up loose ends and provide closure for the audience. However, it should also be satisfying and consistent with the story’s themes and character development.
- Use foreshadowing and callbacks
Foreshadowing and callbacks are techniques that can create a sense of continuity and unity in the story. Foreshadowing hints at what’s to come, while callbacks reference earlier events in the story. These techniques can create a sense of coherence and help the audience feel more invested in the story.
Using story arcs is a great way to create engaging stories that keep the audience invested from beginning to end. By following these tips, you can create a compelling narrative that resonates with your audience and leaves a lasting impression.
Why it is important to have a story to tell
There are several reasons why having a story is more effective than simply communicating what a company does and what it wants.
First, a story is more engaging and memorable than a list of facts or features. People are naturally drawn to narratives, and a well-crafted story can captivate an audience and create an emotional connection with them.
Second, a story provides context and meaning to a company’s mission and values. It helps to illustrate why a company exists, what it stands for, and how it seeks to make a difference in the world.
Third, a story can differentiate a company from its competitors. While many companies may offer similar products or services, a unique story can set a company apart and create a lasting impression in the minds of customers and stakeholders.
Finally, a story can inspire and motivate both internal and external stakeholders. A compelling narrative can galvanize employees around a shared purpose and vision, while also inspiring customers to become loyal advocates for the brand.
Brand personality is a key element in creating a compelling story. A company’s personality can be used to shape its narrative and create a consistent, authentic brand voice that resonates with its target audience.
Some examples of brand stories include:
- Nike‘s “Just Do It” campaign emphasizes the idea of perseverance and overcoming obstacles to achieve one’s goals.
- Apple‘s origin story focuses on the company’s rebellious, innovative spirit and its mission to challenge the status quo.
- TOMS Shoes‘ “One for One” model tells the story of the company’s commitment to social responsibility and providing shoes to children in need.
- Coca-Cola‘s “Share a Coke” campaign emphasizes the brand’s role in bringing people together and fostering connection and community.
- Ben & Jerry‘s focus on social and environmental activism, which is woven into the brand’s story and mission.
Nike’s brand story
Nike is one of the most iconic and successful brands in the world. The company was founded in 1964 by Phil Knight and Bill Bowerman, and initially sold shoes under the brand name “Blue Ribbon Sports”. In 1971, the company rebranded as Nike, taking its name from the Greek goddess of victory. The company’s mission is to inspire and innovate, and it seeks to accomplish this by creating high-quality, innovative products that help athletes perform at their best.
Donald Miller’s StoryBrand framework suggests that a brand story should follow a specific wireframe that includes the following elements: a character, a problem, a guide, a plan, a call to action, and a success. Here is how these elements apply to Nike’s brand story:
- Character – Nike’s brand story focuses on the customer, who is typically an athlete looking to improve their performance.
- Problem – The problem that Nike’s customers face is the challenge of competing at the highest levels of their sport. This is a difficult and often intimidating task that requires a lot of hard work and dedication.
- Guide – Nike positions itself as the guide or mentor for its customers. The company provides them with the tools, training, and motivation they need to achieve their goals.
- Plan – Nike’s plan is to create the best possible products and training programs for athletes. They invest heavily in research and development to create innovative products that help athletes perform at their best.
- Call to action – Nike’s call to action is “Just Do It”. This slogan encourages customers to take action and start working towards their goals, whether it be hitting a personal best, winning a championship, or simply living a more active lifestyle.
- Success – Nike’s success is measured by the success of its customers. By helping athletes perform at their best, Nike has become synonymous with athletic success and achievement.
In terms of wireframe elements, the character is the customer, the problem is the challenge of competing at a high level, the guide is Nike, the plan is to create innovative products and training programs, the call to action is “Just Do It”, and the success is the success of the customer.
Apple’s brand story
Apple’s brand story centers around innovation and pushing boundaries. From its early days as a computer company to its current status as a major player in the tech industry, Apple has always been driven by a desire to create products that are both beautiful and functional. By combining cutting-edge technology with sleek design, Apple has become synonymous with innovation and style. Its products have transformed the way we live, work, and communicate, and its loyal fanbase is a testament to the company’s commitment to quality and excellence.
Now, let’s identify the wireframe elements pointed by Donald Miller in his book StoryBrand:
- A character – Apple’s brand story has two main characters – the company itself and its customers. Apple is seen as the hero of the story, constantly pushing the boundaries of what is possible in the tech industry. Its customers are also important characters, as they are the ones who benefit from Apple’s innovative products.
- Has a problem – The problem that Apple is trying to solve is the need for innovative and functional technology. Its customers are looking for products that are both beautiful and easy to use, and Apple strives to create devices that meet those needs.
- Meets a guide – Apple positions itself as the guide in its brand story, showing customers how its products can help them live better, more connected lives. The company’s advertising often features people using its devices to connect with each other, work more efficiently, or simply enjoy their leisure time.
- Who gives them a plan – Apple’s plan is simple – create products that are both beautiful and functional, and let customers do the rest. The company’s devices are designed to be intuitive and easy to use, so customers can focus on doing what they love.
- That calls them to action – Apple’s call to action is to join the millions of people who have already made the switch to its devices. The company encourages customers to see the world in a new way and explore new possibilities with its products.
- That helps them avoid failure – By using Apple’s products, customers can avoid the frustration and disappointment that comes with using inferior technology. The company’s devices are designed to work seamlessly with each other, providing a hassle-free experience for users.
- And ends in success: -The success of Apple’s brand story is the ongoing loyalty of its customers. By creating products that are both beautiful and functional, the company has built a passionate fanbase that continues to support its mission of innovation and excellence.
These wireframe elements help to structure a brand story in a way that resonates with customers and engages them on an emotional level. By following this framework, companies like Apple can create a compelling narrative that connects with their audience and sets them apart from the competition.
Coca-Cola’s brand story
The “Share a Coke” campaign from Coca-Cola is an excellent example of a brand story that emphasizes the company’s role in bringing people together and fostering connection and community. The campaign’s message is centered around the idea that Coca-Cola can help bring people together by encouraging them to share a Coke with friends, family, and loved ones.
Using the wireframe elements from Donald Miller’s StoryBrand framework, we can identify several key elements in the Coca-Cola brand story:
- Character – The character in the story is the consumer, who is looking to connect with others and build relationships.
- Problem – The problem is that people feel disconnected and isolated in today’s fast-paced world, which can lead to feelings of loneliness and alienation.
- Guide – Coca-Cola acts as the guide in the story, offering a solution to the problem by encouraging people to share a Coke and connect with others.
- Plan – The plan is simple – drink a Coke and share it with someone you care about. This reinforces the idea that Coca-Cola is a catalyst for connection and community.
- Call to action – The call to action is to buy a Coke and share it with someone, which reinforces the idea that Coca-Cola is not just a product, but a way to build relationships and foster connection.
The Coca-Cola brand story is a powerful example of how a company can use storytelling to create an emotional connection with consumers and reinforce the brand’s values and mission.