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Brand Story
Content Marketing
Brand Identity
Authentic Storytelling
Brand Building
ARTICLE #84
How to write a compelling brand story for more engagement?
Brand Story
Content Marketing
Brand Identity
Authentic Storytelling
Brand Building
Brand Story
Content Marketing
Brand Identity
Authentic Storytelling
Brand Building
Written by:
5 min read
Updated on: August 16, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Standing out in the digital world takes more than a decent product or service; it requires a compelling brand story. That narrative should capture your values, mission, and distinct qualities—wrapping them into something that speaks to people on a deeper level.
A strong story can turn a faceless organisation into a relatable presence, sparking curiosity and loyalty. The question is, how do you shape a story that not only catches eyes but also boosts engagement? Here are some ways to make a brand story genuinely interesting—and how to create one for your own business.
Standing out in the digital world takes more than a decent product or service; it requires a compelling brand story. That narrative should capture your values, mission, and distinct qualities—wrapping them into something that speaks to people on a deeper level.
A strong story can turn a faceless organisation into a relatable presence, sparking curiosity and loyalty. The question is, how do you shape a story that not only catches eyes but also boosts engagement? Here are some ways to make a brand story genuinely interesting—and how to create one for your own business.
Understanding the brand story
Understanding the brand story
A brand story isn’t just a timeline of when you launched or which market you entered. It’s a fusion of experiences, emotions, and guiding principles that define who you are. An authentic tale feels personal and draws people in—like listening to a friend share a milestone rather than a company reading off bullet points.
Your story forms the bedrock of your brand identity. It shapes how you communicate, how you develop content, and how you interact with your audience at every turn. Think of it as turning mundane details into something that resonates. That might mean highlighting unexpected hurdles, triumphant moments, and the goals that keep you moving forward.
A brand story isn’t just a timeline of when you launched or which market you entered. It’s a fusion of experiences, emotions, and guiding principles that define who you are. An authentic tale feels personal and draws people in—like listening to a friend share a milestone rather than a company reading off bullet points.
Your story forms the bedrock of your brand identity. It shapes how you communicate, how you develop content, and how you interact with your audience at every turn. Think of it as turning mundane details into something that resonates. That might mean highlighting unexpected hurdles, triumphant moments, and the goals that keep you moving forward.
Key brand story components
These elements form the skeleton of a captivating brand narrative. When you weave them together, you create something that speaks directly to your audience’s experiences and aspirations.
Where it all began
What set the wheels in motion? Perhaps it was a bold idea at 2 a.m. or a frustration with the status quo. Let people in on that spark. By sharing the real reason you started, you invite trust and convey honesty.
What do we stand for
Your brand’s core values and beliefs guide everything you do. Stating these clearly helps others see whether their perspective aligns with yours. If you’re all about sustainability, for instance, show how that influences every product choice or partnership.
Trials and successes
Nobody wants a bland highlight reel. Every worthwhile story has bumpy patches—obstacles that tested your resolve, along with celebratory wins that kept you inspired. Sharing both lets people see the humanity and effort behind your brand.
The people behind the brand
Shine a light on the individuals who keep things running. Their dedication, quirks, and passions reveal the human side of your operation. Whether it’s your design lead who sketches at midnight or your customer service pro who can solve any glitch in minutes, these folks bring real personality to the table.
Looking ahead
Show a glimpse of your vision and brand concepts for the future. Maybe you’re planning a new product range or developing an approach that you hope will shake things up. By letting people see the horizon you’re working toward, you keep them invested in what’s next.
These elements form the skeleton of a captivating brand narrative. When you weave them together, you create something that speaks directly to your audience’s experiences and aspirations.
Where it all began
What set the wheels in motion? Perhaps it was a bold idea at 2 a.m. or a frustration with the status quo. Let people in on that spark. By sharing the real reason you started, you invite trust and convey honesty.
What do we stand for
Your brand’s core values and beliefs guide everything you do. Stating these clearly helps others see whether their perspective aligns with yours. If you’re all about sustainability, for instance, show how that influences every product choice or partnership.
Trials and successes
Nobody wants a bland highlight reel. Every worthwhile story has bumpy patches—obstacles that tested your resolve, along with celebratory wins that kept you inspired. Sharing both lets people see the humanity and effort behind your brand.
The people behind the brand
Shine a light on the individuals who keep things running. Their dedication, quirks, and passions reveal the human side of your operation. Whether it’s your design lead who sketches at midnight or your customer service pro who can solve any glitch in minutes, these folks bring real personality to the table.
Looking ahead
Show a glimpse of your vision and brand concepts for the future. Maybe you’re planning a new product range or developing an approach that you hope will shake things up. By letting people see the horizon you’re working toward, you keep them invested in what’s next.
How to write a brand story?
Putting these components together isn’t about slick slogans—it’s about shaping a genuine account that invites your audience to lean in. Below are practical steps to make that happen.
1. Define your main character
The real hero isn’t you—it’s the customer. Your role is to help them succeed in something that matters to them. Ask yourself: “What are their challenges, worries, and objectives?” Survey data, social media insights, and in-depth persona research can reveal exactly where they’re coming from.
Airbnb, for instance, spotlights its hosts. They’re the heartbeat of the service, each with unique stories that invite guests into their world.
2. Introduce the problem
Every story needs a tension point. In your brand’s case, that tension is the specific pain or frustration your customers face. Pin it down—don’t skirt around it. For example, Slack underscores the headaches of scattered workplace communication and shows how their platform eases that problem.
3. Position your brand as the guide
You’re the helpful expert who offers tools, advice, or knowledge so customers can tackle their challenges head-on. Keep the spotlight on the customer’s experience, though. Google’s “Telling Our Story” initiative, for instance, demonstrates how Google helps folks handle daily tasks, from looking up recipes to finding directions—without overshadowing the user’s own motivation.
4. Provide a clear plan
Give customers a simple path from confusion to clarity. Think of it like a neat step-by-step outline: here’s how you join, how you progress, and how you ultimately get what you need. Amazon’s one-click purchase is a famously straightforward example—no fuss, no complicated hoops, just an easy route to what you want.
5. Write a compelling call to action
Even when people know the path forward, they sometimes need a push. That might be a visible “Sign up” button, a pop-up with a limited-time offer, or an in-text link that says, “Grab your free trial now.” Highlight evidence that proves your product or service really works—maybe customer testimonials or relevant stats. DropBox’s “Try Dropbox Business Free” is a simple invitation that feels like a no-brainer.
6. Show how to avoid failure
A bit of tension keeps readers hooked. Make it clear what’s at stake if they ignore your solution. Cybersecurity brands do this by underlining the financial risks and reputational harm when businesses neglect data protection. It’s not about scare tactics, just a reminder of real consequences.
7. Explain success
Spell out the upside of choosing your brand. Reduced stress, more time, extra cash in the bank—whatever it is, don’t assume people understand it off the bat. Patagonia shares how customers who choose their eco-friendly gear help protect the environment. It’s a concrete benefit that shoppers can feel good about.
Putting these components together isn’t about slick slogans—it’s about shaping a genuine account that invites your audience to lean in. Below are practical steps to make that happen.
1. Define your main character
The real hero isn’t you—it’s the customer. Your role is to help them succeed in something that matters to them. Ask yourself: “What are their challenges, worries, and objectives?” Survey data, social media insights, and in-depth persona research can reveal exactly where they’re coming from.
Airbnb, for instance, spotlights its hosts. They’re the heartbeat of the service, each with unique stories that invite guests into their world.
2. Introduce the problem
Every story needs a tension point. In your brand’s case, that tension is the specific pain or frustration your customers face. Pin it down—don’t skirt around it. For example, Slack underscores the headaches of scattered workplace communication and shows how their platform eases that problem.
3. Position your brand as the guide
You’re the helpful expert who offers tools, advice, or knowledge so customers can tackle their challenges head-on. Keep the spotlight on the customer’s experience, though. Google’s “Telling Our Story” initiative, for instance, demonstrates how Google helps folks handle daily tasks, from looking up recipes to finding directions—without overshadowing the user’s own motivation.
4. Provide a clear plan
Give customers a simple path from confusion to clarity. Think of it like a neat step-by-step outline: here’s how you join, how you progress, and how you ultimately get what you need. Amazon’s one-click purchase is a famously straightforward example—no fuss, no complicated hoops, just an easy route to what you want.
5. Write a compelling call to action
Even when people know the path forward, they sometimes need a push. That might be a visible “Sign up” button, a pop-up with a limited-time offer, or an in-text link that says, “Grab your free trial now.” Highlight evidence that proves your product or service really works—maybe customer testimonials or relevant stats. DropBox’s “Try Dropbox Business Free” is a simple invitation that feels like a no-brainer.
6. Show how to avoid failure
A bit of tension keeps readers hooked. Make it clear what’s at stake if they ignore your solution. Cybersecurity brands do this by underlining the financial risks and reputational harm when businesses neglect data protection. It’s not about scare tactics, just a reminder of real consequences.
7. Explain success
Spell out the upside of choosing your brand. Reduced stress, more time, extra cash in the bank—whatever it is, don’t assume people understand it off the bat. Patagonia shares how customers who choose their eco-friendly gear help protect the environment. It’s a concrete benefit that shoppers can feel good about.
Brand story examples
If you’re looking for inspiration, certain brands have nailed this narrative approach. Here are a few worth noting:
Nike
Nike started small, distributing Japanese running shoes, then scaled up to become a global force in sportswear. Their tagline “Just Do It,” introduced in 1988, calls on everyone to tap into their potential—whether they’re Olympic contenders or weekend runners.
Nike doesn’t just sell footwear. It paints a picture of personal triumph, as seen in stories of athletes like Michael Jordan and Serena Williams. Their campaigns focus on grit and comebacks, reflecting the idea that greatness is within reach for anyone willing to go after it. Nike also spotlights its knack for fresh ideas, such as Nike Air and Flyleather, reinforcing that they’re always looking for ways to shake up expectations.
Apple
Apple’s story began in a garage and evolved into a worldwide technology heavyweight. The brand’s driving force is about making technology accessible and thoughtfully designed. From the Macintosh in 1984 evolving into a worldwide powerhouse in technology decades later, each unveiling changed how people interact with their devices.
Over time, Apple emphasised simplicity and user-friendly experiences to connect with everyday consumers. In addition, the company continually reminds audiences of its roots in creativity, showing that huge ideas can come from modest beginnings.
Airbnb
Airbnb isn’t just offering a place to sleep. It focuses on personal, memorable experiences that stick with you long after you check out. Their “Made Possible by Hosts” campaign puts the spotlight on both guests and hosts, capturing moments of genuine connection and highlighting the real friendships formed along the way.
This approach transforms the basic concept of renting a room into something deeper—moments that bring people together, expand horizons, and foster community. It’s less about booking a stay and more about building shared experiences.
Coca-Cola
Coca-Cola has always been about togetherness and shared smiles. Commercials and campaigns feature folks of all backgrounds gathered around a Coke, emphasising positivity and unity.
The brand’s strategy is simple: underscore life’s warm, upbeat moments—like family barbecues or small celebrations with friends—and associate those moments with a sip of Coke. That consistent focus on delight has earned Coca-Cola a place in countless cultures worldwide.
Dove
Dove leans into social issues, especially how unrealistic beauty standards can affect self-esteem. Their “Real Beauty” initiative spotlights women of varying ages, body shapes, and personal styles, challenging narrow perceptions of what “beautiful” looks like.
This direction resonates with many consumers who are tired of overly airbrushed advertising. Dove’s approach also shows a commitment to supporting people in a more inclusive way. By aligning with self-acceptance, they forge a strong emotional bond with their audience.
If you’re looking for inspiration, certain brands have nailed this narrative approach. Here are a few worth noting:
Nike
Nike started small, distributing Japanese running shoes, then scaled up to become a global force in sportswear. Their tagline “Just Do It,” introduced in 1988, calls on everyone to tap into their potential—whether they’re Olympic contenders or weekend runners.
Nike doesn’t just sell footwear. It paints a picture of personal triumph, as seen in stories of athletes like Michael Jordan and Serena Williams. Their campaigns focus on grit and comebacks, reflecting the idea that greatness is within reach for anyone willing to go after it. Nike also spotlights its knack for fresh ideas, such as Nike Air and Flyleather, reinforcing that they’re always looking for ways to shake up expectations.
Apple
Apple’s story began in a garage and evolved into a worldwide technology heavyweight. The brand’s driving force is about making technology accessible and thoughtfully designed. From the Macintosh in 1984 evolving into a worldwide powerhouse in technology decades later, each unveiling changed how people interact with their devices.
Over time, Apple emphasised simplicity and user-friendly experiences to connect with everyday consumers. In addition, the company continually reminds audiences of its roots in creativity, showing that huge ideas can come from modest beginnings.
Airbnb
Airbnb isn’t just offering a place to sleep. It focuses on personal, memorable experiences that stick with you long after you check out. Their “Made Possible by Hosts” campaign puts the spotlight on both guests and hosts, capturing moments of genuine connection and highlighting the real friendships formed along the way.
This approach transforms the basic concept of renting a room into something deeper—moments that bring people together, expand horizons, and foster community. It’s less about booking a stay and more about building shared experiences.
Coca-Cola
Coca-Cola has always been about togetherness and shared smiles. Commercials and campaigns feature folks of all backgrounds gathered around a Coke, emphasising positivity and unity.
The brand’s strategy is simple: underscore life’s warm, upbeat moments—like family barbecues or small celebrations with friends—and associate those moments with a sip of Coke. That consistent focus on delight has earned Coca-Cola a place in countless cultures worldwide.
Dove
Dove leans into social issues, especially how unrealistic beauty standards can affect self-esteem. Their “Real Beauty” initiative spotlights women of varying ages, body shapes, and personal styles, challenging narrow perceptions of what “beautiful” looks like.
This direction resonates with many consumers who are tired of overly airbrushed advertising. Dove’s approach also shows a commitment to supporting people in a more inclusive way. By aligning with self-acceptance, they forge a strong emotional bond with their audience.
How to apply these examples to your brand story?
In studying these brands, it’s clear they share certain traits: sincerity, emotional hooks, real faces, and consistent growth or adaptation. Here’s how you can bring those qualities into your own story:
Stay true to your brand’s essence
Keep your mission and principles in focus. If you believe in eco-friendly production, let that drive your choices—and share that with your audience. Real talk resonates more than empty slogans.
Create emotional bonds
Tug at universal feelings like ambition, curiosity, or camaraderie. A brand story that prompts genuine emotion is more likely to stick in a person’s mind.
Share real human stories
Let customers, team members, or founders share personal anecdotes. Maybe a developer overcame a coding nightmare at 3 a.m. to make a product feature possible. Those sorts of details humanise your brand.
Keep your story fresh and relevant
Brands evolve so as you expand, update your narrative. New product lines, expansions, or lessons learned should feed back into the story you present to the world.
Aim to inspire and uplift
Show people how they can be part of your vision. Inspire them with where you’ve come from and where you’re headed—and highlight the good they can do by hopping on board.
In studying these brands, it’s clear they share certain traits: sincerity, emotional hooks, real faces, and consistent growth or adaptation. Here’s how you can bring those qualities into your own story:
Stay true to your brand’s essence
Keep your mission and principles in focus. If you believe in eco-friendly production, let that drive your choices—and share that with your audience. Real talk resonates more than empty slogans.
Create emotional bonds
Tug at universal feelings like ambition, curiosity, or camaraderie. A brand story that prompts genuine emotion is more likely to stick in a person’s mind.
Share real human stories
Let customers, team members, or founders share personal anecdotes. Maybe a developer overcame a coding nightmare at 3 a.m. to make a product feature possible. Those sorts of details humanise your brand.
Keep your story fresh and relevant
Brands evolve so as you expand, update your narrative. New product lines, expansions, or lessons learned should feed back into the story you present to the world.
Aim to inspire and uplift
Show people how they can be part of your vision. Inspire them with where you’ve come from and where you’re headed—and highlight the good they can do by hopping on board.
Building a brand story and evolving it
Crafting a brand story isn’t a one-and-done project. Stay in tune with your audience’s reactions. Are they pointing out new problems you can solve? Do they appreciate certain aspects of your background more than you expected? Use that feedback to update your narrative, ensuring it remains meaningful.
Regularly check that your story aligns with your latest goals and values. If your brand expands and transforms from local sales to a global model, mention that shift. Celebrating wins—or even small bits of progress—keeps your story alive and your audience in the loop.
A well-structured brand story builds loyalty. When people see that you’re consistent yet adaptable, they’re more likely to rally around your brand in the long run.
Crafting a brand story isn’t a one-and-done project. Stay in tune with your audience’s reactions. Are they pointing out new problems you can solve? Do they appreciate certain aspects of your background more than you expected? Use that feedback to update your narrative, ensuring it remains meaningful.
Regularly check that your story aligns with your latest goals and values. If your brand expands and transforms from local sales to a global model, mention that shift. Celebrating wins—or even small bits of progress—keeps your story alive and your audience in the loop.
A well-structured brand story builds loyalty. When people see that you’re consistent yet adaptable, they’re more likely to rally around your brand in the long run.
Frequently Asked Questions
Why is a compelling brand story important for customer engagement?
Because it sparks an emotional link between you and your audience, leading to more consistent loyalty and turning casual shoppers into avid supporters.
How long should a brand story be?
Long enough to give folks a clear picture of who you are and what matters to you—but short enough that they don’t start checking their phones halfway through. Stick to the essentials and stay purposeful. If it feels like you’re dragging on, you probably are. Aim for a sweet spot where authenticity meets brevity, and you’ll hold attention from start to finish.
What are the 4 Ps of storytelling?
People, place, plot, and purpose. These elements give your narrative structure, making it easier for readers to follow and care about.
Final thoughts
Why settle for a bland marketing pitch when your brand has real people, surprising challenges, and a genuine sense of purpose behind it? By revealing both the grit and those unexpected wins along the way, you can create a story that sparks devotion—far beyond any cold transaction.
A bit of humour doesn’t hurt, either: if it suits your personality, it can add warmth and invite a deeper connection. The real magic takes shape when your audience recognises themselves in your experiences. That sense of shared understanding forms the groundwork for lasting loyalty.
Frequently Asked Questions
Why is a compelling brand story important for customer engagement?
Because it sparks an emotional link between you and your audience, leading to more consistent loyalty and turning casual shoppers into avid supporters.
How long should a brand story be?
Long enough to give folks a clear picture of who you are and what matters to you—but short enough that they don’t start checking their phones halfway through. Stick to the essentials and stay purposeful. If it feels like you’re dragging on, you probably are. Aim for a sweet spot where authenticity meets brevity, and you’ll hold attention from start to finish.
What are the 4 Ps of storytelling?
People, place, plot, and purpose. These elements give your narrative structure, making it easier for readers to follow and care about.
Final thoughts
Why settle for a bland marketing pitch when your brand has real people, surprising challenges, and a genuine sense of purpose behind it? By revealing both the grit and those unexpected wins along the way, you can create a story that sparks devotion—far beyond any cold transaction.
A bit of humour doesn’t hurt, either: if it suits your personality, it can add warmth and invite a deeper connection. The real magic takes shape when your audience recognises themselves in your experiences. That sense of shared understanding forms the groundwork for lasting loyalty.
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Work with us
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We’re remote-first — with strategic global hubs
Click to copy
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Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
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Click to copy
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Copyright © 2024 FOR®