How to craft your brand story
Brand stories are everywhere. You’ve probably seen them in campaign videos or read them on website About pages. They’re often what helps us connect emotionally with the brands we value most.
But if you’re not sharing your brand story with intention, you might be surprised by the way your customers, stakeholders or donors view your organisation.
Whether you’re aware of it or not, your brand story is already being shared. It’s spread in the way people talk about your organisation. In how they interpret what you do through the lens of their own perceptions and experience.
And this applies even if you don’t think of your organisation as having, or being, a brand. Every nonprofit, community group, government agency and conservation organisation has something that identifies them and sets them apart.
So, no matter how you make a difference, it will help your cause to be intentional about the story you’re putting out into the world.
In this article we:
discuss why brand story is so important
share the key elements of a compelling brand story
give examples of how you can use brand story
provide a step-by-step process for creating your own powerful brand story.
“We know that purpose-driven organisations have great stories to share. Stories about perseverance, bold thinking, and people and places that have been changed for the better. These are the stories that will attract the people who share your values and rally them around your cause. ”
Why brand story is important
Your brand story isn’t simply the history of your brand. A brand story is a compelling narrative that sums up who you are, what you do and how you help. It’s a concise and powerful resource capable of inspiring solidarity and action.
It creates connections with your audience
Research shows that the human brain is wired for storytelling. It’s how we’ve connected and shared information and experiences for thousands of years. Stories hold our focus and engage our emotions.
Your target audience might encounter your brand story long before they interact with one of your staff. Your brand story does the work of making an initial positive connection with a potential customer or donor that builds trust and rapport.
It’s about something bigger than yourself
On the surface, a brand story may seem to be all about the organisation, but a well written brand story is really about the reader. It allows you to talk about what you do in a way that speaks directly to them.
A good brand story facilitates support and advocacy, while also demonstrating that you understand your audience. The loyalty inspired by a brand story may be the difference between a one-time interaction and a lifelong relationship with your organisation.
It highlights your uniqueness
A good brand story shines a spotlight on the unique value of your organisation. It demonstrates what makes you different.
Showcasing your strengths in a brand story helps you stand out from the crowd and lets your target audience know why they should choose you.
It creates an anchor for consistency
Creating an official brand story lifts the overall quality of your communications. Your team can refer to this asset to help build and maintain a strong, consistent brand.
Keeping your brand story front of mind can help focus your communication. When everything you do aligns with your story, it’s easier for people to remember your organisation and resonate with your cause.
It puts your team on the same page
Your brand story isn’t just for the benefit of your customers, clients or donors. It puts your entire team on the same page, creating a shared vision across marketing, sales and customer experience. When staff feel part of a larger purpose, it can boost morale and foster better teamwork.
It saves time
A brand story means your team doesn’t have to reinvent the wheel with every new campaign or communication project.
Whether you use it verbatim or draw from it to frame your work, your brand story will make it quicker and easier to execute future projects.
What makes a brand story compelling
These qualities are vital to an impactful brand story.
Simple. Focus on the most relevant narrative thread and tell it well. This is not the place to share every step of your organisation’s journey. Simple stories build trust and are easier to remember.
Evocative. Use words that stimulate emotion, build empathy and spark the imagination. Understand what feelings you want to tap into and why.
Meaningful. Tell a story your reader will care about in a way that resonates with their experiences and challenges. Demonstrate that you understand their needs and share their values.
Personal. Create a connection with your reader by using an emotional hook. How do they feel now? How will they feel after engaging with your brand? How do you help them get closer to being the person they aspire to be?
Authentic. Don’t try to be something you’re not. Your unique story, told with genuine passion for your cause, is what will set you apart.
How to write a brand story
1. Uncover your brand foundations
Start with your mission. Can you clearly and succinctly describe what your organisation does? For many, this question isn’t as easy to answer as it seems. Think about the products and services you offer. Who are they for, what do they achieve and how do they work?
What is the purpose of your organisation? A brand’s purpose is its reason for existing, outside of making money. Ask yourself what problem you solve and why. All stories need an obstacle to overcome if they are to hold the reader’s attention.
Also think about your vision. Get clear on what a successful future looks like and why your target audience should join you on that journey.
Once you’re clear on these foundations it should be easy to uncover your organisation’s values and beliefs. What does your brand stand for above all else?
2. Understand how you communicate
Before you start writing, get clear on your brand personality. If your brand was a person, what qualities would they have? Are they dependable, intellectual, adventurous, helpful?
Then understand your brand tone of voice. What attributes underpin the way you talk to your customers? Is your tone of voice knowledgeable and caring? Direct and bold? Quirky and irreverent?
Another building block that informs the story you tell is your brand’s key messaging. Key messages are carefully crafted statements that define what you need your audience to know and understand about your organisation. Your brand story needs to align with these messages for consistency and impact.
3. Know your audience
Who are you writing this story for? What are their needs and wants? What value do you offer them, whether tangible or intangible?
Think about how you want your target audience to feel after hearing your story and what words or phrases will help you capture this feeling. Or think about what doubts they might have and how you can demonstrate that your organisation can be trusted.
4. Choose your champion
Which aspect of your organisation will you choose to highlight? You can focus on the people behind your brand, showing who you are and what your work culture is like. You can focus on your community by reflecting the stories of customers, clients, donors and supporters.
Or you might choose to show how your product or service helps achieve your purpose, providing visibility into your processes. This isn’t the place for a hard sell, but the solutions you provide are an integral part of your story.
5. Write with intention
Don’t lose sight of why you want to tell this story and what action you want people to take after they read it. Through that lens, consider the challenges your organisation has overcome. Which ones strengthen your story and which ones only muddy the narrative waters?
What choices can you make so your final paragraphs feel less like ‘the end’ and more like the beginning of a new adventure?
How to use your brand story
Once you’ve put in the work to create your brand story, you can use it in a variety of ways.
You can use it:
as a feature on your About or Our story web page, or to strengthen copy on your Home page
in presentations to engage your audience and set the scene
in a welcome email sequence to introduce readers to what makes your brand unique
to create a powerful and authentic video introducing your organisation
as part of an information kit for potential clients and donors
to help craft tender responses and proposals
to help you pitch your organisation during phone calls and meetings
in case for supports or capability statements
to induct new staff or volunteers.
We’d love to help you
At Storyflight, we’re passionate about helping purpose-driven organisations make an impact. Our signature process creates brand stories that resonate and inspire.
Learn more about our brand story package.
If your organisation is ready to take control of their brand story, we’d love to talk about how we can help.