Branding Business Marketing

Why Your Brand Story Isn't Working: 13 Steps to Turn It Around

Struggling with your brand narrative? Discover 13 actionable steps and real-world case studies to revamp your brand story for business success.

Why Your Brand Story Isn't Working: 13 Steps to Turn It Around


Is your brand story falling flat? Don’t worry! This article provides a step-by-step guide to revamping your brand story. Learn from real-world case studies and turn your brand narrative into a compelling tale that resonates with your audience.

# Introduction

You’ve crafted what you think is the perfect brand story. But something’s off. It’s not connecting with your audience, and you’re not sure why. Don’t fret! We’ve covered you with 13 actionable steps to turn your brand story around. Plus, we’ll dive into real-world case studies to show you how it’s done.

# 1. Define Your Brand’s Core Values and Mission

Start by identifying your brand’s purpose, mission, and core values. This approach will serve as the foundation for your brand story. Without a strong foundation, your story will lack depth and meaning, failing to resonate with your audience.

# 2. Know Your Target Audience

Deeply understand your audience’s desires, fears, and aspirations. Conduct market research, surveys, and interviews to gather this information. The more you know about your audience, the more tailored and impactful your story will be.

# 3. Be Authentic and Consistent

Ensure your story is rooted in real-world experiences and perspectives. Authenticity builds trust and credibility with your audience. Consistency across all platforms and touchpoints is key to reinforcing your brand message.

# 4. Use a Narrative Structure

A compelling brand story should have a beginning, middle, and end. This structure makes it easier for your audience to follow and remember your story. Think of it as a journey where each stage has its own set of challenges and resolutions.

# 5. Focus on the Problem You Solve

Communicate the problem your brand solves and how it benefits your customers. Use customer testimonials and data to back up your claims. This approach helps your audience understand the value of your products or services and positions you as a solution provider.

# 6. Build Your Character

Create relatable characters that your target audience can identify with. These characters should embody your brand’s values and mission. They serve as the heroes of your brand story, guiding the audience through the narrative.

# 7. Connect Emotionally With Your Audience

Infuse your brand story with emotions and personal experiences to create a deeper connection with your audience. Use storytelling techniques like flashbacks, anecdotes, and suspense to evoke emotions.

# 8. Utilize Visual Storytelling

Images and visuals are essential for bringing your story to life. They can help evoke emotions and make your story more memorable. Consider using videos, infographics, and interactive elements to enrich your narrative.

# 9. Keep It Simple

Simple stories are more effective and easier to remember. Focus on the essential elements of your story and avoid unnecessary details. The simpler the story, the more likely it is to stick.

# 10. Encourage Others to Share Your Story

Leverage user-generated content, testimonials, and influencers to amplify your brand story. This approach helps build trust and credibility with your audience. Encourage social sharing and create hashtags to track the reach of your story.

# 11. Be Adaptable and Flexible

Your brand story should evolve as your business grows and changes. Be open to updating your story to reflect new developments and achievements. Keep your audience in the loop through newsletters and updates.

# 12. Share Your Story Across Multiple Channels

Distribute your brand story through various platforms like your website, social media, email newsletters, and podcasts. This ensures that your story reaches a broader audience. Each platform may require slight adjustments to the narrative to fit the medium, but the core message should remain consistent.

# 13. Measure the Impact of Your Brand Story

Track the performance of your brand story by monitoring key performance indicators (KPIs) such as engagement, conversions, and brand awareness. Use analytics tools to measure these metrics. This will help you refine your story and improve its effectiveness over time.

# Real-World Case Studies

# Burt’s Bees

Burt’s Bees is a natural personal care products company that built its brand story around its founders, Burt Shavitz and Roxanne Quimby. The company emphasizes its commitment to sustainability, natural ingredients, and environmental responsibility. Burt’s Bees uses storytelling to showcase its humble beginnings, the passion of its founders, and its dedication to positively impacting the environment.

# TOMS Shoes

TOMS Shoes is a footwear company that built its brand story around its unique business model, “One for One.” TOMS donates a pair to a child in need for every pair of shoes sold. The company’s founder, Blake Mycoskie, was inspired to start TOMS after witnessing the hardships faced by children without shoes during his travels. TOMS uses storytelling to highlight its mission, the impact of its donations, and the importance of social responsibility in business.

# Airbnb

Airbnb is a global online marketplace for lodging and tourism experiences. The company’s brand story revolves around belonging and creating a sense of community among its users. Airbnb uses storytelling to showcase its hosts’ unique experiences, the connections formed between hosts and guests, and the positive impact of its platform on local communities.

# Mailchimp

Mailchimp is an email marketing service provider that built its brand story around its quirky and approachable personality. The company uses storytelling to showcase its commitment to helping small businesses grow, its focus on user-friendly design, and its dedication to providing exceptional customer support. Mailchimp’s brand story also includes its iconic mascot, Freddie, which adds a fun and memorable element to the company’s identity.

# Patagonia

Patagonia is an outdoor clothing and gear company that has built its brand story around its commitment to environmental and social responsibility. The company uses storytelling to highlight its founder’s passion for the outdoors, its dedication to using sustainable materials and practices, and its support for environmental causes. Patagonia’s brand story also emphasizes the company’s belief in the power of business to create positive change in the world.

Each case study demonstrates how businesses of different sizes have used storytelling to create powerful brand narratives that resonate with their target audiences. By focusing on their core values, mission, and unique selling points, these companies have built strong connections with their customers and differentiate themselves in the market.

If you’re looking to dive deeper into the art of crafting a compelling brand story, we highly recommend “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller. Published on October 10, 2017, this book is a treasure trove of insights for marketers and business owners. It presents a proven framework that leverages the seven universal elements of powerful stories to dramatically improve how you connect with customers and grow your business.

Donald Miller, the author, is the CEO of Business Made Simple, an online platform that teaches business professionals everything they need to know to grow a business and enhance their personal value on the open market. He is also the host of the Business Made Simple podcast and the author of several books, including the bestseller “Building a StoryBrand”. Miller lives and works in Nashville, Tennessee, with his wife, Elizabeth.

The book has received rave reviews from readers. One reviewer stated, “I read a book a week and with this one, I just couldn’t put it down. The whole book is constructed so well, into bite-sized chapters. The detail Donald goes into is just so valuable. The honest truth is, my approach to marketing will never be the same thanks to ‘Building A Story Brand’”. Another reviewer mentioned, “As a fiction writer, I really liked this storytelling approach to marketing and branding. It’s cool, it makes sense, and I’m pretty sure it’s going to work. I’m currently in the planning stages of launching two new brands related to fiction writing and this book has been very valuable in thinking through how to communicate to customers effectively”.

The book has a 4.28-star rating on Goodreads, based on 20,178 ratings and 1,782 reviews. On Amazon, the book has a 4.7-star rating based on 9494 global ratings.

So, are you ready to transform your brand’s narrative and create a lasting impact?

# Conclusion

Revamping your brand story isn’t an overnight task, but with these 13 steps, you’re well on your way. Remember, a compelling brand story is an evolving narrative that grows with your business. So, keep refining, measuring, and, most importantly, telling your story.

# Further Reading Resources

If you are interested in diving deeper into the art of brand storytelling, here are some valuable resources:

  1. Create an Authentic Brand Story - Neil Patel
  2. 5 Essential Elements of Brand Storytelling - Canva
  3. 6 Powerful Brand Storytelling Tips - Entrepreneur
  4. 11 of the Best Brand Story Examples - Medium
  5. Creating a Brand Story - Branded Agency
  6. 5 Essential Elements of Powerful Brand Storytelling - Forbes
  7. How to Use Storytelling Techniques to Market Your Business - Outbound Engine
  8. 6 Examples of Genius Brand Storytelling - Marketing Insider Group
  9. 3 Simple Steps to Crafting a Captivating Brand Story - Forbes
  10. Definitive Guide to Brand Storytelling - SEMrush
  11. 7 Ways to Create Powerful, Disruptive Brand Storytelling - The Drum
  12. 13 Brand Storytelling Examples That Are Unique and Brilliant - Prezly
  13. How Do You Craft a Compelling Brand Story? - LinkedIn
  14. Seven Elements of Impactful Brand Stories - Branding Strategy Insider
  15. Brand Storytelling - Indeed
  16. Examples of Strong Brand Storytelling - Toast Studio
  17. How to Write a Brand Story - Brandfolder
  18. Brand Storytelling - Toptal
  19. Brand Storytelling Examples - Gather Content
  20. Brand Story - HubSpot
  21. 10 Essential Elements of Brand Storytelling - Geek Chicago
  22. Storytelling - HubSpot
  23. Brand Story - Shopify
  24. Marketing Storytelling - Copyblogger
  25. Brand Story - We Ignite Growth

It's written by

You might also like

Subscribe to new posts