If you read last week’s newsletter, then you now understand at least what a brand narrative is and what it isn’t. But why have a brand narrative? How does it shape the personality and perception of your brand? In short, why does a good brand story matter?


Stories are a part of human nature. We’ve been creating and telling them for a long time. Mankind has always passed on knowledge, learned lessons, and imagined adventures through storytelling. We use stories to give our personalities context and meaning.


Your company narrative matters—it matters a lot. It guides the way leaders inspire others and make future decisions. It defines the way your employees interact with each other and your customers. And most importantly, it defines the way the public views you. And, the best part is, your narrative can be shaped and it should evolve over time.


A well-crafted narrative breaks down barriers, allowing people to understand you and forgive your weaknesses because they can see how your story relates to them, resulting in unwavering loyalty.


“Great stories happen to those who can tell them.” –Ira Glass


Exercise: Think about your favorite brands and identify their stories. What emotions do you feel? What or who do you relate to in them? How does it motivate or inspire you? Is there a cause or purpose greater than the product or service being sold that you want to support? How has the story evolved over time to adapt and change for current issues, audiences, and markets?


View this brand, designed with a story in mind.


(It’s easy to get invested…)

Picture of Alysha Smith
Alysha Smith is the chief executive officer and creative director at modern8, a strategy focused design agency in Salt Lake City, Utah.

The execution and world deliverance of your brand that is produced with intention with thriveability for the future of what can be and beyond.