A good brand narrative is emotional, credible, structured, and unexpected. Not every narrative needs to have or will have all of these elements. However, the more your narrative includes, the more effective it is, and the more it will stick in the minds of your customers.
If customers buy with emotion and rationalize with logic, your narrative must resonate with them by using your voice, perspective, and personality to evoke those right feelings.
When marketing with your narrative, make your customer the hero of your story—not your product or service. Your company should play the supporting role.
Brand narratives and stories should also grow and evolve based on current circumstances. Unique crises and events present opportunities to reimagine what companies want to be for their customers.
“You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.” –William Bernbach
Question: What are the stories that are told and retold around the office or during every presentation? What do those stories also reveal about the priorities and culture of your company?
(A plot diagram of an effective brand story…)