A brand narrative is not a timeline of your history, a place for show and tell, a forgettable story, nor a made up account.
A brand narrative is a complete picture that earns your audience’s heart. It can be about the motivation for starting your business, the reason why you get up every day to do what you do, or why your audience should care and trust you. Most importantly, it should stick.
Your story isn’t just what you say it is. It is formed by what your audience says, feels, and believes about your brand based on the ideals you communicate.
An established narrative is a blueprint for how your brand can be marketed.
“A great story is true. Not necessarily because it’s factual, but because it is consistent and authentic.” —Seth Godin
Exercise: Take a look at your current brand story and relate it to your favorite book. Does your story have characters, a conflict, a journey, and a climax?
(We don’t mean to get too mushy-gushy…)