Brand Story Telling

In this article, you will learn more about brand story telling.

Well-known brands have, through the ages, shown that branding is much more than just a set of colours and a logo.

A brand is a story that is told through words, pictures, products or services, experiences, and feelings that are evoked by the various elements that make up a brand. A compelling brand is something we feel and experience, rather than just see or easily identify. It evokes a set of emotions and taps into our senses (where relevant) of touch, taste, smell, sight, and sound, to create familiarity and consistency.

So, how do we create a powerful brand story that resonates deeply with our desired audience and results in action in the form of interaction, loyalty, and importantly, sales?

Let’s look at some of the essential ingredients:

Connection

In a digital world, real connection is becoming easier than ever for brands. Inviting customers to share their experiences, respond to brand messaging, and interact with products and services in a public forum (like on social media), invites a two-way channel of communication. Examples of strategies for forming a connection with your audience include asking questions in real-time through digital platforms or in-person (at events, festivals, or trade shows).

Authenticity

In the wellness industry, in particular, brands are increasingly demanding a level of integrity and authenticity from brands. Wellness brands are rooted in a desire to shape and impact an individual’s health and wellbeing, which is deeply personal and emotionally charged.

Creating an authentic brand requires a clear foundation of meaning and purpose, communicated clearly through a brand’s website, social media platforms, tone of voice, and mission. It might include an explanation as to why the brand exists, what its challenges are, and why it stands apart from other brands.

As an example, premium British yoga clothing brand Silou London, clearly communicates its position as a sustainable and ethical brand, paying close attention to the type of packaging it uses and how it educates its audience on where products are made, how, and by whom. Using a mission statement ensures that everyone on the team is in line with this statement.

Understanding

Understanding your audience is what enables you to provide information about your product or service that resonates deeply. This means deeply understanding customers; from what frustrates them to what lights them up. Speaking to these characteristics in a way that triggers a reaction through the right language and visual cues is critical.

Huel, a nutrition company that has experienced exponential growth in the last few years, does this well. They know that their audience is young, ambitious professionals who don’t take themselves too seriously. They refer to their customers playfully as “Hueligans” and openly share their company values in a way that showcases shared values. They invite their customers to provide testimonials and become ambassadors so that their lives can become intertwined with the brand in a subtle, yet meaningful way.

Value Articulation

If you’re solving a problem, then talking about it through marketing campaigns, websites and social media platforms are going to create a compelling brand story. Often, for wellness brands, this extends far beyond the product and bleeds into personal impact. Brands become identity markers.

Headspace does this well, by expressing its commitment to a world where anyone can access and experience the benefits of meditation, anytime, anywhere. We learn by reading their “About” web page, that Co-founder Andy Puddicome (a trained monk) shares his meditation knowledge with business partner Rich Rierson (who shares his business advice), and so the brand is born. We feel drawn into the story and as though we are playing a part in consuming their service through seeing this powerful global vision come to life.

Personality

If your brand were a person; how would it think, talk, behave and react? Crafting a brand character enables you to relate to your audience and will impact the colour choice, the language choices and the tone in which you express your brand narrative.

Non-toxic, vegan skincare brand Bubble is designed to appeal to teens. The imagery and language use on the website are both fun and playful. “Beauty isn’t a competition. It’s a parade,” it says. Bubble recognises that teens want to have great skin, but they aren’t easily fooled. It provides honest advice about what its products can and cannot do (e.g. “no skincare product is magic”), sharing relevant tips for teens who might be experiencing breakouts or feeling self-conscious.

What do you think?

What are some of the ways you’ve seen wellness brands successfully create connection, articulate their values or demonstrate deep understanding? Share some of these observations with other learners in the Comments section below.

Why do you think these approaches matter, particularly for wellness brands? Can you think of any other wellness brands that do a good job of brand storytelling?