5 Tips for Crafting Compelling Brand Stories


In my last post, I wrote about content marketing your brand.

This week, I decided to write on a related topic – brand story-telling.

Today, the more I look at brands owned by small and medium-sized business, I am not convinced that they are telling their brand stories well. And if they are, are their stories resonating with their target audiences?

The Internet has almost leveled the competitive playing field. So it doesn’t matter whether you are running a small, medium-sized business or large multi-national corporation…storytelling is a powerful marketing tool.  Even better news for small businesses, Neil Patel and Ritika Puri states, “Good stories give big voices to small ventures.”

I recently came across this short video that speaks to five tips on what makes compelling brand stories from the storytellers’ perspectives.

As you heard and saw, it does not matter the industry in which you operate, there are brand stories to be told, and by engaging with your customers, they can help you tell them as well.

Tap Into Childhood Memories

Remember when you were a child and you listened to stories, either around campfires, or from friends and family members?  In my family, my dad was the story-teller.  He told us a lot of interesting stories, including folklore that could have only originated in the tiny village in which he grew up in St. Vincent (He claimed they were all true).

Whatever the story, he always set it up in a way that you felt compelled to almost hang-on to every single word that he had to say. That’s what you must do with your brand stories – set the tone, early in the game; prepare your audience for some awesome content…then do not disappoint!

Benefits of Storytelling

There are many benefits to storytelling. Check out this infographic from Fathom and note the many reasons why good storytelling is great for business.

Storytelling Infographic – source Fathom

In case you found the infographic too detailed, here’s a brief summary:

Good storytelling can increase revenue, and compel people to change and act.  To realize these benefits, the key is to master the art of crafting a great story.

Where Do You Find Stories?

Where do I find stories is a huge question that we often help clients answer and I will share some of them with you.  Firstly, think creatively and carefully of your brand, then write down the answers to these questions.

  • Do you have a story of how your brand came to be?
  • Do you have a story about how your business got started?
  • Do you have a story about growth, challenges, things that worked or didn’t work for your business, success stories, best practices…I think you get where I am going with this one, right?
  • Ask close business partners and associates for ideas that relate to your business and turn them into stories.
  • Did you sponsor an event or make a donation to prove your corporate social responsibility?
  • Or, maybe you have been invited to speak to university students or at a business conference.
  • Ask yourself, what’s your product or service? What story do I want to tell?  Who do I want to read my story? What media will I use to tell my story?

Whatever story you decide to craft, tell it in a way that positions your brand as a problem-solver; as something that your target audience will want because they can relate to how using it can benefit them!


Tell us your interesting brand stories?  Or, let us tell it for you.  Tweet us @TanyersComms; engage with us on Facebook, or leave us a comment.  We want to hear from you!

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