There’s something especially comforting about this time of year. It could be the crisp Autumn air, the sound of crunchy leaves underfoot, or perhaps it’s the spooky stories we cling to when October comes around. Whether we realize it or not, this is the time of year we all gravitate toward the fantastical, the unusual, the otherworldly. This is where the magic of storytelling captures our full attention—and we surrender willingly.
As we soak in the timeless tales of ghosts, goblins, and wizards, we can’t help but question our own story as well. Can’t we infuse a bit of lore into our own daily life, our own story? Good news. The same elements that make up our favorite adventure movies exist in our own lives, too. It’s all about knowing what to look for and how to extract the storytelling elements that make up your brand story.
A brand story is how you explain your business to your audience in a captivating way. It’s how you convey your history, values, and vision for the future. It’s how you connect with your people. This is what you see nestled within the messaging of your favorite brand. Every word tells a story.
Like a hidden treasure trove waiting to be discovered by a group of 80’s teens on the Oregon Coast, your brand story is waiting to be discovered.
Time to adopt that main character energy, friends. An odd request, but it’s important nonetheless. Until you see your story as one worth sharing, one with the same cinematic elements as the films you adore, you won’t have a compelling vision for your brand story. It’s important to see your life for what it is—exciting and wholly unique. Look at your life path that’s led to the creation of your business. Consider yourself as the young heroine in your favorite fantasy novel on a quest for enlightenment, healing, or romance.
Of course, this episode of The Copywriter Club podcast is perfect for this topic. We highly recommend it!
Familiar with story structure? You don’t have to be a seasoned writer to recognize the time-honored framework that makes for a good tale. Take any of your favorite movies or books and break them down. There’s the…
This is just a very basic outline, but you get the idea. Now, look at your own life and break down your journey to your business into these chapters.
Here are some good questions to ask yourself as you build out your brand story.
For more information on the specifics of story outlines, check out one of our favorites, The Writer’s Journey Book.
Like any good drama, you’ve got to tug on your audience’s heartstrings. You don’t need to have an ultra-dramatic genesis of your story to capture their attention, but you should at least be real. Be honest about your feelings, obstacles, and roadblocks when starting and sustaining your business. Use powerful, emotionally-packed words that paint the full picture. Kick stiff and boring copy to the curb and write something true to you and your one-of-a-kind experience.
For even more insights on this, check out our studio blog post titled, 10 Things About Brand Storytelling That’ll Surprise You.
This is a topic we get asked about quite frequently. “Shouldn’t I write more generically to appeal to a broader audience?” The answer? Not at all. Your brand story will be lost and listless without those gleaming details that reflect your real experiences and your real opinions. As cliché as it sounds, write what’s true to you, and you’ll attract the right people without even realizing it.
Consider some of your favorite tales, like Harry Potter or Lord of the Rings. While being a dark wizard in Middle Earth is not exactly relatable, themes of brotherhood, good versus evil, and friendship are. You can write the most “out-there” story, but as long as you have recognizable themes and emotions, you will draw an audience.
While it’s important to share your authentic story, it’s also important to envision your audience in the process. As you build out your brand story, consider who would also benefit from your insights. When you do this, you can write copy that instantly connects. A helpful way to envision your audience is to create an ideal customer avatar. Get specific and list out their history, likes and dislikes, frustrations, lifelong dreams, etc.
For even more information on creating your customer avatar, check out this blog post from Digital Marketer.
Story has always welcomed a profound sense of comfort and connection. We are reminded of this during October, specifically. As you huddle around the TV to enjoy your beloved sci-fi flick, you can take heart knowing greatness lies within your own brand story, too. Fiction and lore have more of an impact on your business than you know, and it’s about time we embrace this for good.
In fact, all of our studio services have been crafted with the power of storytelling at the forefront. Everything we do is rooted in our love for story, from our signature service to a la carte offerings. We’re here to write your brand story with staying power.
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