brand story presentation

How to Tell a Compelling Brand Story [Guide + Examples]

Published: March 07, 2023

Your audience is programmed to crave and seek out great stories. They want to know your brand’s origin, missions, goals — your entire brand story .

However, since marketers spend a lot of time optimizing content for algorithms, it can be challenging to flex your creative storytelling muscles.

In this post, we’ve created a guide about the fundamentals of brand stories, including:

What is a brand story?

Why is a brand story important, how to write a brand story, brand story examples, tips for telling your brand story.

A brand story recounts the series of events that sparked your company’s inception and expresses how that narrative still drives your mission today. Just like your favorite books and movies characters, if you can craft a compelling brand story, your audience will remember who you are, develop empathy for you, and, ultimately, care about you.

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When HubSpot started, we noticed traditional, interruptive marketing didn’t appeal to consumers anymore. In the digital age, people were in complete control of the information they consumed, and they were sick and tired of receiving direct mail, email blasts, and cold calls. People wanted help, so we created educational content to solve marketing problems.

Today, we’ve built a passionate community of inbound marketers, expanded our inbound marketing approach to the sales and customer service industries, and strengthened the inbound movement more than ever before.

This is our brand story — a simple, digestible narrative explaining why HubSpot began and how this reason still serves our purpose today.

A brand story is important because it helps customers understand who you are and why your business exists. When consumers relate to your why, they develop a connection with your brand and may be more likely to purchase your business. Customers who feel connected and enjoy your products are more likely to become loyal customers.

1. Highlight your story’s conflict.

Check out the following story. Does it resonate with you?

A girl wearing a red-hooded cloak is strolling through the woods to give her sick grandma some much-needed food and TLC. She passes a wolf on the way, and they exchange an awkward soft smile-nod. She makes it to her grandma’s house, and they eat lunch and play Clue together. Grandma wins by deducing that Colonel Mustard killed Mr. Boddy in the Billiard Room with the candlestick. The End.

So ... what’d you think? Did this story keep you on the edge of your seat? Or does it feel … off? For some reason, it doesn’t work, right? That’s because there’s no conflict. Despite the intense game of Clue at the end, there’s nothing at stake. There’s no tension, and the wolf didn’t try to eat the girl. He didn’t even go to Grandma’s house. He barely acknowledged Little Red Riding Hood.

At their core, stories are about overcoming adversity. A lack of conflict means there’s no drama or emotional journey for people to relate to. Without drama or an emotional journey, it won’t hold attention, much less resonate and inspire.

Brands might shy away from revealing any adversity or conflict because a blemish-free story about growth seems like the best way to convince people they’re the best-in-class solution, free of imperfections. In reality, this is a huge misconception because everything (including companies) has flaws. Plus, people don’t expect perfection because they can relate to the experience of adversity, struggling through it, and overcoming it.

Conflict is key to telling compelling stories, so be transparent about the adversity your company has faced and own it. The more honest you are about your shortcomings, the more people will respect you and relate to your brand.

2. Don’t forget about your story’s status quo and resolution.

A compelling story has two other fundamental elements: the status quo and resolution.

The status quo is the way things are and have always been. A conflict disrupts this and puts something at stake, forcing the protagonist, your brand, to actively find a solution to the problem.

The resolution is how the protagonist solves the problem, giving your audience an emotional payoff.

In sum, your brand’s story structure should look like this:

It’s as simple as that.

If you need an example to crystalize brand story structure, let’s go over the actual Little Red Riding Hood story, followed by brands who are nailing their brand story right now.

Little Red Riding Hood

Status Quo: Little Red Riding Hood walks through the woods to deliver food to her sick grandma.

Conflict: A Big Bad Wolf approaches her, and asks where she’s going. She naively tells him where her grandmother’s house is, and he suggests she picks some flowers as a present for her. While she’s distracted, he breaks into Little Red Riding Hood’s grandmother's house, eats her, and puts on her clothes to impersonate her.

When Little Red Riding Hood gets to her grandmother’s house, she notices subtle changes in her grandmother appearance but ultimately ignores them. The wolf swallows her whole and falls asleep from a food coma.

Resolution: A hunter hears Little Red Riding Hood’s screams, bursts through grandma’s door, cuts open the wolf’s stomach, and frees Little Red Riding Hood and her grandmother. They then fill the wolf’s body with heavy stones, and when he wakes up, he's unable to run away.

Wouldn’t you say that was a little more compelling and entertaining than finding out Colonel Mustard can wield a candlestick as a murder weapon? I would, too.

Many brands leverage this same structure to tell their story and generate brand awareness. Read on to learn how they do it.

• Unthinkable Media

1. Patagonia

Patagonia is dedicated to creating hearty and durable products, whether it’s workwear clothing or warm socks. It’s extremely committed to environmentalism and doing what it can to slow the process of global warming. One of its programs, Worn Wear, is an excellent example of telling a brand story.

Here’s a great example of its brand story using the structure outlined above.

Status Quo: Thousands of global brands produce pounds and pounds of clothing items per year that customers buy and add to their clothing collections.

Conflict: Thousands of brands produce clothing items every year that people purchase. Clothing waste is also at an all-time high as people continuously buy new products and get rid of old ones, often in ways that harm the environment.

Resolution: Patagonia’s Worn Wear program gives new life to used Patagonia products and refurbishes them to a like-new state at discounted prices. It saves clothing from entering landfills and gives a high-quality option to someone who needs it.

2. Unthinkable Media

Unthinkable Media produces original, narrative-driven podcasts for B2B brands. Its mission is to create refreshing, entertaining shows for clients that can actually retain people’s attention, not just acquire it.

The full story is fleshed out in one of the founder’s blog posts

Status Quo: As makers and marketers, we want our audience’s attention, and so for years, we focused our efforts on acquiring it.

Conflict: Today, thanks to multiple screens, ubiquitous and instantly accessible content, and endless choice in nearly every competitive niche, the buyer now has total control. They only choose experiences they genuinely enjoy, meaning more is needed to capture attention.

Resolution: The new mandate for makers and marketers is to hold attention. Focus needs to shift from impressions and traffic to subscribers and community. Everything we try to achieve becomes possible and gets easier when audiences spend more time with a business, not seconds. Don’t just acquire attention - hold it.

3. Grado Labs

Grado Labs is a third-generation, family-owned headphone and cartridge company. It doesn't believe in advertising, has operated in the same building for over a century, and even makes its headphones by hand. So why does it operate like this when huge brands like Beats by Dre, Sony, and Bose have celebrity endorsers and mass-produce their headphones? Check out our interpretation to find out.

Status Quo: Music is an essential part of the human experience. Without it, life just isn’t as colorful and exciting. Quality headphones amplify the pleasant, emotional experience of listening to music.

Conflict: In a market where every headphone brand has an enormous advertising budget, state-of-the-art facilities, and high-tech machines that can churn out as many products as they want, why not conform?

Resolution: Sound comes first. As craft-driven creators, prioritizing producing the best product over generating the most hype is important. By creating a better pair of headphones at the expense of publicity and growth, we can serve customers better and foster a passion for our product.

Drift is a conversational marketing platform that helps businesses connect with prospects through genuine, empathetic conversations and interactions. In 2016, it shocked the content marketing world by scrapping arguably the most reliable lead generator from its website — forms.

Even though it was initially anxious about getting rid of a lead generation machine, it knew ungating content on its website would align with its mission, put customers first, and offer as much value as possible, which would produce better long-term results. Here’s our interpretation of its brand story.

Status Quo: The crux of content marketing is treating people like humans. So, we’ve done what most other companies have done: create content to help and educate our customers. In exchange for adding value to their lives, customers will likely to return the favor with their attention, trust, and action.

Conflict: As much as we preach about putting the customer first, we don’t practice it. Instead of offering the most value at a baseline, we request contact information in exchange for what we offer. Are we actually being customer-centric?

Resolution: Getting rid of forms lets us practice what we preach — putting customers first and providing a more human and empathetic marketing experience. We should offer all of our content for free, with no strings attached.

5. Topicals

Topical’s founder grew up without seeing her skin type represented in mainstream TV commercials and advertisements. This led to thoughts of her skin not being perfect because it wasn’t propped up as the “perfect” skin type. The brand was launched from this experience, and below we’ll outline an interpretation of its brand story.

Status Quo: Hundreds of brands offer skincare products and create advertisements targeted toward those looking to improve their skin regimen.

Conflict : Millions of people use skincare products that they discover in advertisements, but these advertisements overwhelmingly feature a specific skin type and skin color, which may give audiences unrealistic expectations for their own skin.

Resolution: A line of science-backed products that provide consumers with an excellent skin care option and a focus on mental health to ensure audiences know there is no “ideal” skin type or skin model and that good skin simply means someone is comfortable with their own skin.

Below we’ll go over a few quick tips for crafting and telling an excellent brand story. For each tip, we’ll include questions to ask yourself that can help you dig deep and uncover what you’re looking for.

1. Find Your Why

Finding your why is finding why your brand exists and what it exists for. Questions to ask yourself can be:

• Why does your brand exist?
• What problem arose that inspired you to search for a solution?
• What is your brand’s mission, or what do you hope your brand will solve?
• What are your brand values?
• How do you contribute to the world, or what will you contribute to the world?

2. Know Your Product

Some questions to ask yourself to get to know more about your product and how to talk about it are:

• What is your product?
• How does your product work?
• How does your product relate to your brand’s “why”?
• How does your product relate to your overall mission and values?
• What makes your product different from what’s already on the market? What makes it better?

3. Know Your Audience

Knowing your audience and how your product, service, or business relates to them is a key pillar to telling your brand story. To uncover this information, you can ask yourself:

• Who is your target market?
• What do you know about your target market and their needs and pain points?
• How does your target market relate to your “why” based on their needs and pain points?
• How does your product relate to your target audience? Or, what is your product’s direct relation to your target audience?

Tell your brand’s real story, not its highlight reel.

Spitting out a highlight real, which many brands do, doesn’t actually resonate with people.

Instead, it’s important to tell the truth. What people relate to and get inspired by isn’t endless success — it’s the rocky journey of finding an idea, getting knocked down, and finding a path to success.

Don't forget to share this post!

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Top 5 Brand Story Templates with Samples and Examples

Sapna Singh

“ Products are made in a factory, but brands are created in the mind,”  said Walter Landor, renowned brand designer and founder of Landor Brand Consulting.

A brand, as the single most important investment that a business or a company can make, requires a powerful story to be told and spread and etched in the minds of consumers. Remember, Red Bull gives you wings ads? Such deep engagement with the audience flipped the script for the brand, creating a sensational business result. Huggies, GoPro, Apple, Nike, Spotify, Uber, and other brands have all tapped into the power of brand storytelling .

Are you finding difficulty in promoting your personal brand? Click here   to explore SlideTeam’s exciting solutions, and be respected wherever you go.

The forging of a relationship with consumers has helped these brands’ efforts to boost sales, raise brand awareness and enhance customer loyalty. In fact, these brands are now part of consumers’ daily lives. Emotional relationships are made, which in turn foster trust and result in financial success for the business. Determining how to create a brand story that is specific and unique to you and your business is vital.

This blog will help you craft a compelling brand story for every interaction your customers have with your company. SlideTeam's unique Top 5 Brand Story Templates  will assist you in finding the most effective ways to entice, engage, and encourage people to build a relationship with your brand.

Check out our extensive collection of business strategies to develop the skills you need to generate brand equity and draw in top people. Click here .

Use these PPT Templates to begin your journey to reflect your brand —and align it with your long-term goals — quickly and easily. The 100% customizable nature of the templates provides you with the desired flexibility to edit your presentations. The content ready slides give you the much-needed structure.

Create great stories that are waiting to be told with SlideTeam’s world’s best PPT Templates!  

Template 1:  brand story launch plan ppt.

Create a strong brand value with detailed steps as outline in this PPT Presentation. Use it to demonstrate a storytelling framework on how to launch a successful brand. This template is a masterclass in writing a brand story that you must exhibit as a prowess of your creative energies. It starts with brainstorming ideas for stories, gathering customer feedback, identifying a main character, analyzing the main character's goals and desires, adding a source of conflict, making it entertaining, and so on. Employ these pointers to create a brand story that will resonate with your target audience. Get it now!

Download this template

Template 2: Brand Story Example-Google Template

Build brand identity with audiences through content. Use this PPT Template to cover a Google brand story example. This slide is ideal for businesses to develop user personas and brand values. Guidelines provided include key brand differentiator elements such as the story act and its secret. As a bonus, we include Google’s Parisian love commercial in the presentation to explain how brands should communicate their brand story. Use the template to generate ideas on how to show the audience the impact your service or product has on their lives. Download now!

Template 3: Brand Communications Strategy with Story and Customer Persona PPT

Do you need to create brand messaging that your target audience can relate to? Use this PowerPoint Template to create a strong brand communication strategy for maximum brand exposure. This slide will help your business identify best ways to share your brand's core message and slogan, along with ways to optimize resources across channels. It comprises a user-centered strategy and strategic branding elements such as social media, campaigns, and demographics to create a brand identity that penetrates hearts and minds and shapes target customers' perceptions. Save it now!

Template 4: Story Model for Brand Narrative Development PPT

A compelling brand narrative is one of the most effective brand differentiators. Use this PPT Template to create a narrative model for your business to develop your brand identity. The five major stages of the model are: Define, effects, needs, problem, and solution. Employ the presentation to develop a brand value proposition statement and a marketing framework. With this download, establish a framework for your brand narrative that will educate, enthrall, and motivate stakeholders. Download now!

Template 5: Quarterly Digital Marketing and Brand Storytelling Roadmap PPT

Accelerate the digital transformation of your company with the use of this PPT Template to create a quarterly digital marketing roadmap to work on customer aspirations. This slide will help you determine your specific target audience (buyer persona), business goals, and an appropriate brand value proposition, all elements that must be included in your marketing plan. Use the roadmap to divide your annual plan into productive, focused 90-day segments to maximize the business impact of digital initiatives. Get it now!

Strengthen your brand identity

Brand stories are the secret sauce that makes a company inspirational and creates an emotional connect with its customers. This enables you to turn your clients into devoted brand advocates who contribute to the creation, growth, and development of the company's story. Use SlideTeam's PowerPoint Templates to capture your brand elements. It will help your company highlight its USP and generate new customers.

Are you looking for more assistance with PowerPoint Presentations? Speak to our experts at SlideTeam.

PS Explore our brand framework  templates to revise your existing business upgrade plans or create one from scratch.

FAQs ON BRAND STORY

1. what is a brand story template.

A brand story template serves as a road map for explaining goals and mission of your business. This assists you in developing a narrative structure that encapsulates your brand’s background, purpose, and values. Businesses can use the framework to increase the chances of upsell, develop brand loyalty , and form emotional relationships with their customers. A custom-built template transforms the brand of your company into a story. It provides details about your business, your customers, the challenges, solutions, and the satisfying result your customers experience.

2. What are the key elements of a brand story?

Brand stories elicit emotional responses from customers. It promotes greater consumer loyalty, revenue growth, and brand visibility . The following are its five basic elements:

a) Consistency and authenticity : Brands must offer their stories with consistency and authenticity. Sharing the brand's history, evolution, future objectives, commitment to giving back, core values, and key goods and services aids in the development of the brand's strategic position in the market. This makes it easier for customers to connect.

b) Understanding your audience : When creating your brand story, have a clear understanding of your target audience. Knowing essential information about your audience and what they are searching for in your product or service can help you customize your brand narrative.

c) Communicating with data : Vivid, or significant details/data strengthens the veracity of the narrative. Your brand story should interpret it creatively to make stories credible, engaging your audience, and converting them into buyers, all at the same time.

d) Develop a relatable brand persona : A relatable brand persona encourages the audience to put themselves in the character's situation to comprehend the problems and the brand's superior answers.

e) Involvement in the community : Businesses must use brand stories to strengthen consumer relationships. The use of social media networks to respond to feedback and connect with customers will encourage a healthy relationship with your customers.

3. How do you write a brand story?

A brand story is an important part of marketing. Steps to writing an effective brand story are:

a) Determine your target audience : Businesses should list the key demographics of their ideal customer to craft a narrative in line with your goals.

b) Define your mission and brand personality : This will assist the company in establishing a clear line of communication and interaction with its customers. A well-structured narrative will distinguish the company in the marketplace, assisting in the identification of a brand's personality and voice.

c) Identify the problem you resolve : It allows customers to comprehend your brand's solutions to the challenges they face. This will increase the impact of your story.

d) Create a relatable and authentic brand story : Businesses should focus on creating a brand story that easily connects with customers. These narratives should be brief and to the point for customers to grasp the complexities of the story.

e) Iterate and test with an audience : The business should be able to incorporate internal and external feedback into the draft after subsequent testing. This procedure will help implement necessary changes.

Related posts:

• Top 10 Brand Analysis Templates with Samples And Examples
• The Ultimate Guide To Brand Identity For Fostering Client Loyalty (Best Templates Included)
• Top 10 Customer Roadmap Templates With Samples and Examples
• Top 10 Brand Marketing Playbook Templates with Examples and Samples

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Effective Brand Deck Examples (+ Templates & Guide)

Explore practical examples of branding decks, instantly usable as templates. Gain insights on what to include to make a compelling branding pitch deck.

7 minute read

helped business professionals at:

Short answer

What is a branding pitch deck?

A branding pitch deck is a presentation that showcases your company's brand identity, values, and goals to potential partners or investors. It highlights key elements like logo, color schemes, and messaging, aiming to secure buy-in and ensure consistency.

Clear brand communication is key to success in other business areas

Whether you’re trying to rope in new clients, attract top talent, or lock down savvy investors, one thing's crystal clear: your brand's message has to be spot on.

Without a consistent brand voice and guidelines, your message can easily fall flat, leaving your audience more puzzled than impressed.

This post has got everything you need to nail your branding pitch deck, complete with customizable examples of branding decks you can use to make your own.

Let’s get started!

What to include in a branding pitch deck?

Introduction: Start with a quick overview of your brand and what you aim to achieve with this presentation.

Mission and vision statements: Share your brand’s main purpose and where you hope it will go in the future.

Brand values: List the core principles that guide how your business operates and makes decisions.

Target audience: Describe your ideal customers, including their age, interests, and other key traits.

Market analysis: Give an overview of your industry, your main competitors, and where your brand fits into the mix.

Brand story: Tell the story of how your brand came to be, including key moments and achievements.

Visual identity: Explain the elements that make up your brand's appearance, such as logos, colors, and typography.

Brand messaging: Explain the main messages your brand uses to talk to customers and the style you use to communicate.

Product or service overview: Present your main products or services, focusing on what makes them unique and what problem they solve.

Customer testimonials: Include comments from customers to show that people trust and value your brand.

Future goals: Talk about what you plan to achieve next and how you want to grow your brand.

Next steps: Finish with a clear call to action or outline the steps you hope the viewer will take after reviewing the deck.

What does a branding deck look like?

A successful branding deck is designed to be an engaging, interactive experience. It combines compelling text, high-quality images, and multimedia elements like videos and clickable links to captivate viewers.

The layout is intuitive, guiding users smoothly through a coherent story about your brand, making every slide count in communicating your brand's message.

Here’s an example of a successful branding deck:

Brand deck examples that impress your audience

A great brand deck is all about clarity and engagement. It should clearly convey your brand's message while connecting with your audience on an emotional level.

The branding deck examples we're about to explore really hit the mark on both fronts. They blend smart design with compelling content to grab attention and make a memorable impression.

Nokia rebranding brand guidelines deck

If you still associate the word “Nokia” with those indestructible brick phones that used to be all the rage back in the 90s, think again.

A few years ago, Nokia sold their phone brand to Microsoft to focus on other business areas, like providing equipment to telecom operators.

They eventually decided to cut all ties with their image of “phone makers” and recently presented their new visual identity.

We took the liberty of creating a rebranding deck inspired by Nokia’s new brand guidelines. And, if I may say so myself, it’s exactly what a successful branding pitch deck should look like.

What I especially love about this deck is the scroll-based design. What it means in plain terms is that it unfolds like a book, complete with chapters for every single aspect of their new visual identity that you can explore at your own pace.

And if you’d like to try and replicate their success? It’s even got a nifty do’s and don’ts section that uses grayed-out content to guide you through. Honestly, I find it absolutely brilliant.

Branding pitch deck

Remember when customizing a pitch deck felt like you needed a degree in graphic design? Well, those days are long gone.

With this ultra-customizable branding pitch deck, you can tweak every single aspect, starting with the cover slide.

It’s got this super cool feature where you can connect it to your CRM and automatically pull in data. It means creating a version tailored exactly to who you’re presenting to is just a few clicks away—no sweat at all.

Moving down through the deck, there are logo placeholders ready to be customized. Thanks to the logo finder tool, you don’t have to fret about snagging the right logo version or messing with designs and backgrounds.

You can even extract branding elements directly from any website, making it a breeze to show off your brand in its best light. Putting together a tailored presentation has never been easier or more impressive.

Personal branding pitch deck

If you’ve ever thought personal branding had to be a chore, this pitch deck is set to change your mind. It’s loaded with features that make it super easy to showcase every aspect of your professional journey.

Start with the cover slide and personalize every inch of it, adding images and videos that highlight who you are and what you do.

What really brings this deck to life are the success stories—organized in easy-to-navigate tabs so anyone flipping through can zero in on the details that matter to them.

Each story in this deck lays out the problem, the smart solution you whipped up, and the results that followed—complete with the running numbers to back it all up.

Plus, there’s a neat little spot where you can pop in a client quote right beside their photo. It might seem like a small thing, but believe me, it makes a big impact, adding a real face and voice to those glowing endorsements.

Branding strategy deck

If you’re thinking of branding strategies as dense and dull, let me introduce you to this branding strategy deck.

It starts with a bang—interactive data visualizations in the market analysis section not only paint a clear picture of where things stand but also make digging through the data feel more like exploration than research.

Then, it eases you into a clearly laid out marketing plan. It's all about figuring out what the market wants and showing how your brand can step up to meet those needs.

Plus, it walks you through the metrics to keep your eyes on, so you know exactly how to measure success and keep your strategy on track.

Wrapping up with a timeline that lays out the roadmap for implementation, this deck ensures you walk away with a game plan that’s both actionable and straightforward. It’s packed with every tool you’d need to craft a sharp, effective branding strategy.

Rebranding pitch deck

If the Nokia deck hasn't already knocked your socks off (and I’d be surprised if it didn’t), we’ve got another trick up our sleeve.

This rebranding pitch deck is a real game changer, especially when it comes to presenting your new brand identity without overwhelming your audience.

What’s really slick about this deck is that you can link directly to your full brand book, choosing to only display key snippets in the main presentation. This keeps things tidy and impactful.

Plus, you don’t have to sweat about messing up the design; all the components you add, like the super handy before-and-after slider (seriously, check it out in our library - it’s AMAZING), automatically adapt to the layout.

It’s perfect for showing off the dramatic transformation your brand has undergone—letting your audience see the change with their own eyes.

Branding deck for fashion brand

Having spent a good few years in the fashion industry, I was genuinely excited to get a look at this branding deck for a fashion brand.

I’ll be honest, though; the heavy use of black throughout the deck was a bit much for me. It made it kind of tricky to spot the breaks between different sections right off the bat.

The video on the cover slide was absolutely spot-on, though—it really drew me in. We've seen in our data that adding features like this can ramp up engagement by nearly a third, which is pretty impressive.

And then there's that embedded calendar on the last slide, which is super convenient. It means you can set up a meeting right there and then, without needing to hunt for contact details.

Logo design pitch deck

This logo design pitch deck might just sound like it's all about logos, but trust me, you can go as minimal or as detailed as you like, making it perfect for any pitch.

The layout might seem a bit familiar – that’s because it borrows from Nokia’s clean, intuitive design, making everything accessible and easy to navigate.

What I love about this deck is the editor that’s set up like a ‘walled garden’. You can tinker all you want and not worry about messing things up. It's basically foolproof, which is a huge relief if you're like me and always experimenting.

How to make a successful branding deck?

When you're putting together a branding deck, think of it as your brand's highlight reel. It's your chance to show off what makes your brand special, in a way that's straightforward and striking.

Here’s how you can do it in several easy steps.

1) Select an interactive branding pitch deck template

Starting from scratch is a chore, and frankly, you've got better things to do.

Interactive branding pitch deck templates are your shortcut to a professional look with a structure that makes sure your main points hit home.

You can easily customize them to let your brand’s personality shine through without getting bogged down in design details.

Just grab one from the library below.

2) Define your brand’s core message

This is where you boil down your brand's essence into something that sticks. It’s that simple statement or idea that makes people nod and think, "Yeah, I get what these folks are about."

Keep it clear and punchy—something people can easily hold onto and remember.

3) Highlight your Unique Selling Proposition (USP)

This is your chance to brag a bit. Pin down what sets you apart from the crowd and why it matters to your customers.

Is it your innovative approach, your commitment to quality, or perhaps your stellar customer service? Spell it out clearly and show why it’s so valuable for your customers.

4) Frame your deck around a story

Here’s the thing: everyone loves a good story. It’s why we binge shows, can’t put down good books, and why we still remember the plot of our favorite childhood cartoons.

Stories have this magic; they wrap up even the mundane in excitement and make details stick with us long after we've heard them.

So, when you're creating your branding deck, treat it like a good story.

Start with the roots of your brand—the humble beginnings or the big idea that sparked it all. Then, lead your audience through the growth, the challenges, and the triumphs.

Don’t just share where your brand is today; get them excited about where it's going next.

When your deck tells a story, it engages people on that deeper level, turning what could be forgettable facts into something personal and impactful.

5) Know your room

Your brand's core message should stay the same, but remember, different folks want to hear different strokes.

For example, potential investors might want to dive into your growth numbers and financial health, while new hires are probably more interested in your company culture and what values you stand for.

So, tailor your deck accordingly—pack it with solid market analytics, projections, and financials to catch investors' eyes. For new hires, shine a light on your company's values, culture, and how you contribute to the community.

This way, you make sure your message hits home with whoever's listening.

6) Incorporate multimedia elements

Today's brand decks are nothing like the old slideshows. This is especially important to remember if you’re pitching to those industry veterans who think they’ve seen it all.

They might walk in expecting another boring stack of slides crammed with company facts, but here's your chance to flip the script.

For example, instead of opening with a long company bio, you can start strong with a video that brings your company's story to life and hooks your audience from the get-go.

You can also transform the typical, yawn-inducing company history slide into an interactive timeline. Sprinkle it with custom icons that invite viewers to click and explore more about each milestone.

This way, you’re turning your presentation into a two-way conversation and delivering an interactive experience that’ll leave even the most seasoned professionals impressed and engaged.

Here's an amazing example of an interactive slide:

7) Use consistent visual identity

Your brand’s visual style should be consistent throughout the deck. That means sticking to your colors, fonts, and logo placement. It's like a uniform—it shows you're serious, and it makes you instantly recognizable.

Here's how you can easily extract your branding using Storydoc:

8) Make information easily accessible

Keep it easy on the eyes. Nobody likes wading through jargon or dense graphs. Keep your slides clean and your points digestible.

Use bullet points, infographics, and plenty of white space to break things down so even the newest newbie can follow along.

9) End with a clear next step

The worst thing you can possibly do at the end of your deck is slap a basic “Thank you” slide on your readers and call it a day.

Never close off communication with your audience. Instead, finish strong with a clear call to action.

What should they do next after they’re all jazzed up about your brand? Tell them whether it’s hitting your website, booking a meeting, or just following you on social media. Make it easy and obvious, and they’re more likely to do it.

Example of a great next steps slide:

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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In short, if you want to break through, capture attention, build loyalty, and drive sales for your brand, buckle up because this guide is going to give you that, and much more.

Chapter 1 Brand Storytelling Basics

Chapter 2 The Power of Brand Storytelling

Chapter 3 Structure Your Brand Story for Success

Chapter 4 How to Get Started with Brand Storytelling

Chapter 5 Telling a Brand Story in a Digital World

Chapter 6 Conclusion

Brand Storytelling Basics

In this chapter we will review the fundamentals of brand storytelling, including why brand storytelling is so important.

It's critical to begin with a strong brand storytelling foundation.

So if you're new to storytelling as a marketing concept, this chapter is for you.

Let's get after it.

What Is Brand Storytelling?

Brand storytelling is the act of using an emotion-evoking narrative to connect your brand to customers, with a focus on creating empathy by aligning your brand values with your customers' values.

The key to telling powerful brand stories is developing an emotional resonance with your audience.

A brand story is not just a series of events (and then, and then, and then), it's a journey of suspense during which the audience feels the experience.

The most powerful brand stories cultivate empathy, capture and hold an audience's attention, and compel them to take an action which directly benefits both the customer and the brand.

A Brief History of Storytelling

Storytelling is ancient.

People were telling each other stories to describe things they saw and explain experiences they had prior to written language. That form of storytelling is called oral tradition.

Storytelling is fundamental to how we, as humans, consume and relay information.

If you think about it, storytelling is fundamental to marketing as well. Marketers have been telling stories from the very beginning. The only thing that's changed along the way is the mediums we use to share our stories.

Powerful Examples of Brand Storytelling in Advertising

A great example of brand storytelling in advertising is Ivory Soap, which used the tagline: It Floats!

Ivory Soap employed visual storytelling to convey the convenience of buoyant soap. Each consumer would imagine their own struggles of losing their soap to the bottom of the bathtub when seeing the Ivory Soap ad. They became the story.

Its beauty was in its simplicity. A simple image with a single message.

Marketers behind the Ivory Soap ad tapped into the challenge other soap products presented and then provided Ivory Soap as the solution: a soap that floats.

APPLE COMPUTER

Apple is another company that understands the power of storytelling in marketing.

Apple is all about thinking differently, fighting back against conformity, and expressing originality. It wants to tell a story that strikes a chord with people who share the same values.

Back in the 80s, Apple used TV and print ads to tell its stories. One of Apple's most famous commercials, " 1984," premiered during Super Bowl XVIII to help sell the new Macintosh computer.

In that spot, Apple told a powerful story about fighting back against Big Brother (IBM).

The commercial showed hundreds of men listening to Big Brother deliver a speech about censorship. Halfway through the speech, a model ran into the room and threw a baseball bat at the screen, destroying it, and freeing the men from Big Brother’s grasp.

In a few short seconds, Apple was able to tell a story that evoked powerful emotions within its audience. People wanted to stand proudly next to a brand that wasn't afraid to speak out, to think differently.

Sales of the Mac soared after the release of "1984," arguably the Super Bowl's greatest commercial to date.

Why Now for Brand Storytelling?

Now, more than ever, you must tell your brand story if you want to succeed in the global marketplace.

TV is out. The new battle of the brands is being fought on the internet. And the competition is FIERCE.

The internet has made it cheaper and easier than ever before to reach your audience. The problem is that you're now competing with tens of thousands of brands, small and large, for your customers' attention.

In an age of distraction and unlimited choice, brands need to find a way to break through to consumers, create loyalty, and drive sales.

Storytelling is it.

The Power of Brand Storytelling

This chapter is all about connecting the dots to what makes brand storytelling such a powerful content marketing strategy.

Understanding the power of storytelling will ultimately help you create remarkable brand stories that move people. It will also give you confidence needed to justify the approach to senior leadership, ensuring them that it will work.

Pumped for the power of brand storytelling? If so, let's get started.

Why Tell Stories?

Two words: Break through.

We are all inundated with marketing messages on a daily basis. When you consider the following stats, it's safe to say that marketing saturation is taking place. (And by the time you read this, these stats will already be outdated. That's how quickly things are moving.)

• Every 60 seconds, 3,780,000 Google searches are performed
• 4.4 million blogs are published daily (Source: Worldometers)
• 5.3 trillion ads are shown online each year
• The average consumer processes 100,500 digital words daily

The result of this saturation? Consumers are ignoring our marketing messages.

Marketers shouldn't take it personally. With so much information thrown at them, consumers are in survival mode.

They are turning to tools like ad-blocking software just to get a respite.

How can you get your brand to rise and cut through the clutter?

Inject storytelling into your content marketing strategy.

Because stories break through.

What Makes Brand Storytelling So Powerful?

It's simple. Empathy.

Great stories create a empathetic bond between the main character and the audience. The "they're just like me" feeling that audiences experience when consuming stories causes an emotional resonance that deepens engagement.

Stories hang off that cultivated empathy within audiences. Empathy is what allows the audience to place themselves in the story, putting themselves in the shoes of the main character.

When the main character encounters a seemingly insurmountable obstacle, the audience experiences their sadness, fear, guilt, etc. Similarly, if the main character overcomes that obstacle, the audience feels as if they've overcome that same obstacle . They mirror the main character's feelings of joy, satisfaction, love, and so on.

Empathy forges an emotional connection between a brand story and its audience, getting them invested in your brand so that they're compelled to make brand-friendly decisions.

Humans Are Hardwired for Stories

The human mind is a biological engine built by evolution to constantly create and consume stories.

Stories affect us physically and mentally. In studies of the brain, researchers have seen that the same areas of the brain light up when we are experiencing something and when we are watching a character experience it.

To our mind, there is no difference between reality and story.

This is incredibly significant for marketers. It means that we can use storytelling to create experiences for consumers that are just as impactful as if they were participating in a real-life event.

During moments of intense conflict in a story, chemical reactions take place within the brain, like the release of oxytocin and dopamine, flooding our senses.

According to Marsha Rossiter's 2002 paper, Narrative and Stories in Adult Teaching and Learning , stories are effective educational tools because they engage audiences to the point that story messages are better remembered.

Storytelling is a foundation for learning and teaching. While the listener is engaged, they are able to imagine new perspectives in what is a transformative and empathetic experience.

The fact that stories help humans remember important messages can be substantiated by the work of cognitive psychologist Jerome Bruner. He states that messages delivered as stories can be up to 22x more memorable.

Storytelling is at the core of great marketing.

Without storytelling, marketing messages simply fall away into a sea of similar rhetoric.

If you believe Dr. Bruner, injecting your marketing messages into brand stories gives you the best chance of successfully achieving your marketing goals.

Story Marketing Captures Audience Attention

In a world of distraction, being attention-grabbing is a marketer’s most valuable asset. Storytelling captures an audience’s attention and holds it in suspense until the story is finished.

Having created that aforementioned emotional connection with your audience, they stay locked in through every twist and turn of the brand stories you tell.

Think back to watching some of your favorite movies. Were you captivated, eyes glued to the screen? When you checked your phone at the end of the movie, were you surprised by how much time had passed?

Well-crafted stories do more than draw us in, they maintain our attention by taking us on an emotional roller coaster ride. This sustained attention ensures that all of your key marketing messages get consumed and cataloged in their minds.

A Powerful Brand Story Compels Action

In their book,  Storynomics , Robert McKee and Thomas Gerace discuss the "open-mind moment" concept.

The open-mind moment occurs during the story's climax. It jolts the audience's mind with a rush of emotional insight, a flash of understanding when the meaning of the story is revealed.

The mind is opened.

Neuroscientists have measured this open-mind phenomenon and found that it lasts approximately six to eight seconds.

In this moment of wonder and pleasure, anything presented to the mind lodges in its memory. This is the optimal spot for marketers to plant their logo or call-to-action.

Only when people are open to receiving your sales messages will they take action to buy your product or service.

Structure Your Brand Story for Success

During this chapter, we are going to dig into the common structure that all great narratives share.

Implementing the right story structure is critical to telling effective stories. Because of its importance, this section is a little heavier in terms of content.

We need to go deep into the components of effective storytelling so that you don't end up with a flat narrative of "and then and then and then."

Grab some water, and let's jump in.

What Are the Components of a Great Story?

When digging deep into storytelling, you begin to notice that the best stories share a similar structure.

Breakthrough stories have a formula.

The best part?

That formula can be learned.

All stories have a beginning, middle, and an end. For marketing purposes, think of these phases of story as: introduction, challenge, solution.

Let's break each one down.

Story Introduction

The beginning of a story introduces the setting, the story's theme, main character, and so on. The core message (plot) starts to unfold, along with what motivates the main character to make certain decisions.

For your marketing stories, it's important that you choose to center your story around the values shared by your target audience.

Think back to the Apple example. Their brand stands for going against the status quo.

In Apple's "1984" commercial, they pulled that core value through, their story resonating with like-minded consumers.

The only way to know for sure if your story will hit the mark is to truly know your customers. Market research is vital.

From there, you must find out what problems your audience has. Then show how they can be solved with your product or service.

If you craft your story around a challenge that resonates with the audience, it'll create what's called a "mirror experience."

The Mirror Experience

The mirror experience occurs when the audience can put themselves in the shoes of the main character.

An audience will replace the main character with themselves. It's that empathetic "like me" feeling that you read about above.

Facilitating a mirror experience with your brand stories is the secret to why storytelling is the best approach to driving the consumer behaviors you seek.

According to Robert McKee and Thomas Grace, the emotional mirror experience begins and ends with empathy.

When a protagonist radiates a positive human experience, this center of good attracts the audience's natural instinct to connect with a fellow human being. The audience falls into a subconscious identification, aka empathy with the main character.

3 Steps to Creating the Emotional Mirror Experience with Brand Storytelling

• Identification - The moment the target consumer (audience) recognizes the shared values between themself and the main character.
• Subconscious Switch - Once identification occurs, the audience feels this is "their" story and replaces the main character's desire for their real-life desire. This means that, subconsciously, when they're rooting for your story's main character, they're actually rooting for themself.
• Reenactment - The audience member's mirrored experience motivates them to act. Wishing to relive the positive feeling of the story, [they] purchase the product or hire the service that was set up as the solution .

The Story Challenge

Since you used market research to identify a specific challenge that your audience has, you know what challenge to inject into your story.

An inciting incident is a moment when a shift occurs, usually a negative event, throwing the main character's life out of balance.

This sudden reversal of fortune in the main character's life mirrors the customer's life and reflects their target need, that being the unsatisfied desire that you discovered during your research.

An inciting incident sends the main character on a journey to discover a solution and overcome the challenge, restoring balance back to their life.

Pepper this section of the story with obstacles to create suspense and hold the audience’s attention as they join the main character on their emotionally charged journey.

The Emotional Journey

Because of the emotional mirror experience, the audience will feel as if they are encountering every obstacle the main character is encountering, thinking about how they would handle them in their own lives.

It's this insertion of the self into the story that forges such a strong connection between the teller (brand) and the audience.

With longer stories like movies or novels, it takes repeated steps for the main character to overcome their challenge(s).

Marketing stories are usually shorter. More times than not, there is a single challenge with a single solution.

As you read earlier, chemicals are released during this emotional journey, helping the audience remember your story and your marketing messages.

Whether your marketing story is short or long, the solution is ALWAYS your product, service, brand, or company.

The Story Solution

At the end of the story, the main character uses your solution (product, service, etc.) to solve their challenge and restore balance back to their life.

The story comes together for the audience. They connect the dots, the story's meaning revealed in an AHA moment.

During those precious 6-8 seconds (that open-mind moment window), marketers can plant their call-to-action. The CTA should align with the solution that the audience just experienced the main character use to solve their challenge.

Wanting to solve their problem and relive the emotional high they felt when the main character solved their similar problem, the audience will follow your CTA and go buy your product or service.

The best part? Because of the emotional journey you brought the audience on, and the chemical reactions that took place in their brains, those positive associations with your brand will remain.

The next time the audience faces the same challenge, they will automatically reach for your product or service AGAIN. Every. Single. Time.

Marketing stories about your brand, product, or service act like a magnet. Create the right connection and it will last forever, constantly attracting your audience to your products and services.

How to Get Started with Brand Storytelling

In this chapter, you will learn everything you need to know about getting started with telling brand stories.

A lot of what we cover will feel familiar to you. Remember, as marketers, we tell stories all the time.

Now we are simply being more purposeful about telling stories and building emotional bonds.

If you're ready, let's begin.

Where Should I Start With Brand Storytelling?

When it comes to storytelling marketing, start with a plan. Sounds familiar, right? Storytelling works similarly to other marketing strategies.

You must know where you're going, why you're going there, and how to measure your success.

Follow these steps to get started with storytelling for your brand:

• Set your storytelling goals and objectives
• Determine what type of story you want to tell (i.e. brand story, product story, customer story, etc.)
• Conduct market research (or dig into your existing customer research) to identify your target audience's key challenges (remember to align these with the challenges your product solves)
• Identify the marketing channels you want to use for telling your story (these should be channels where you can reach your target audience)
• Set key performance indicators which will allow you to determine if you are meeting your goals
• Pull together a storytelling team to help you execute

What Team Members Do I Recruit for Creating a Brand Story?

Like all great marketing campaigns, when it comes to telling powerful marketing stories, it takes a village. Recruiting the right team members is crucial.

Build your storytelling team with these roles:

• Art director
• Digital director
• Marketer (possibly you)
• Project manager

In every organization these roles might look a little different or be referred to by other terms, but the essence remains the same.

You need someone to write the story, someone to bring it to life creatively, someone who knows how to use digital to distribute it, a marketer to oversee the program, and a project manager to keep everyone on track.

The Difference Between Content Marketing and Storytelling Marketing

Once you bring your team together, the first thing to do is get them in a room and explain how storytelling is different than content marketing and educate them on what makes storytelling so powerful.

*Hint: Traditional content marketing usually focuses on the "what." What your product does, what features you offer, what it looks like, etc.

Storytelling is all about the "hows" and the "whys." The "hows" and the "whys" are where the emotional aspects of your brand, product, and service stories lie.

• How can our product solve your challenge?
• Why did we start this company?
• Why does customer Jane love our product?

It's critical that your team knows that storytelling is much more than a series of "and then, and then, and then."

You can always have them read this brand storytelling guide for more information.

Brand Story Checklist

When you and your team begin constructing your brand story, make sure you account for each one of the following components.

Core value or theme

A story's core value is a quality that both your brand and your audience exude. You want to tap into it. Remember Apple's "1984."

Story setting

For your brand story, choose a location in space and time for your story's events to unfold.

Main character

Develop a main character that your audience can relate to. Usually main characters are people who represent your customer, your brand, or your product.

A good example of a main character who represents a product once again comes from Apple. Their Mac vs. PC commercials use two people, one who represents a Macbook and another who represents a PC.

Supporting characters

You may or may not need a supporting cast for your story. These could be people your character leans on for support/advice or someone who is creating the chaos that your main character is challenged by.

Through your market research, you have identified one or more challenges that your target audience faces. Pick one to focus on, then craft a series of events that bring that challenge to life.

Obstacles create that emotional roller coaster for the audience, holding their attention while they wait to see how the story will turn out.

Determine how you will present your product, service, or brand as the hero of your story, meaning the solution to the main character's main challenge.

Call-to-Action

During that open-mind moment, place a call-to-action that will compel the audience to turn to your brand, product, or service for a solution to their own problems.

A strong CTA will help you achieve your story objectives.

What Marketing Channels Work Best for Storytelling?

After bringing your brand story to life, it's time to share it with the world.

Determine which marketing channel(s) you want to deliver your brand story through.

While there is still a place for print marketing, our world has gone digital (and to be more exact, mobile).

Digital provides marketers with countless benefits, so it only makes sense to use digital channels for your brand stories.

Digital storytelling can be executed using:

• Your website
• Social media
• Email newsletters
• Even digital ads

I recommend using all of your digital channels to tell your brand story. The challenge is that each of these channels has a specific set of configuration requirements.

You don't want to create your story multiple times so that it only works within the confines of each channel. You want to build your story once and distribute it everywhere.

Telling a Brand Story in a Digital World

If you've made it this far, you're on track to becoming a brand storytelling expert, storytelling best practices tucked away in your mind for safekeeping.

In this penultimate chapter, we are going to talk about the STORYSOFT platform.

Yes, it's a bit self-promotional, but we think you'll find it valuable. We believe our platform provides marketers with the best tool for telling brand stories in today's digital world.

Stay with me to learn more about how our digital storytelling solution can help you tell breakthrough brand stories.

How Can My Brand Cut Through the Clutter?

How many promotional emails did you wake up to this morning? What's the number of Instagram ads you have scrolled through so far? How many search results were displayed when you asked Google a simple question?

It's overwhelming, isn't it?

So, what did you do?

You ignored 99.9% of those ads and content, right?

In our digital world, reach has been commoditized.

It doesn't matter if you're the biggest brand on the planet or a one-woman band selling t-shirts, you can reach your customers at a scale like never before for the cost of meal at Panera.

It's the most incredible time to be a marketer.

But just because you can reach your customers doesn't mean you'll grab their attention.

The question you should be asking is, how can I capture AND KEEP my audience's attention?

The answer?

Tell powerful, emotion-evoking, make-consumers-cry-for-your-brand, laugh-for-your-brand, love-your-brand stories.

STORYSOFT Stories

As a team of marketers and technologists, we struggled with the same content marketing problem.

We needed to create marketing campaigns that broke through the marketing clutter, captured attention, built loyalty, and drove sales.

In realizing that storytelling was the solution and the next big thing in marketing, we made it our mission to help brands tell breakthrough stories.

But we quickly hit a roadblock.

We found out that a single story had to be told ten different ways in order to fit the restrictions of each platform we wanted to use to get the story in front of our audience.

A keyword filled diatribe for the blog.

280 characters or less for Twitter.

Images only for Instagram.

We needed to find a way to create stories once, share them through every channel, and allow them to live forever online.

So, we created STORYSOFT.

Why Use STORYSOFT?

STORYSOFT is the ultimate digital storytelling platform.

The platform combines a proven storytelling framework, integrated marketing technology, and actionable analytics enabling marketers to tell breakthrough brand stories which capture attention, create empathy, and compel action.

Digital stories don't replace a website, but they do  provide powerful experiences for conveying specific messages from brands to consumers.

Instead of spending time and money recreating your brand story for each marketing channel, tell your digital story once using STORYSOFT, and then use those channels to drive traffic to your story.

STORYSOFT stories are hosted on a URL, so they can be shared through any marketing channel.

With our digital storytelling solution, everything is built in.

You don't have to pay for, or spend time configuring, third-party tools.

Build your story on STORYSOFT, create trackable campaigns, generate short URLs for easy story sharing, and view analytics from the easy-to-use storytelling dashboard.

What Are STORYSOFT Stories?

Stories are digital experiences. Think social media stories, but more interactive and hosted on a URL.

Digital stories consist of a series of individual content screens strung together to create a narrative.

Screens bring content to life with digital media like images, animations, text overlays, and video.

Consumers navigate digital stories by swiping screen-by-screen in a linear flow.

Different from a website, the linear construction forces consumers to navigate your brand story along a specific path, ensuring all of your messages are consumed in the same order every time, by everyone.

Experience an example story

Everything a consumer does within a story can be reported on.

Reports are based on the linear storyflow, making it easy to understand what to optimize by looking at which messages are being consumed, where people drop off, what's resonating, and what's driving action.

Get Started with STORYSOFT

Getting started with the STORYSOFT digital storytelling platform is super easy.

Step 1 Request a demo of the STORYSOFT platform and one of our team members will show you how STORYSOFT works.

Step 2 Choose the type of story to tell and complete the Design Book.

The Design Book provides you with storytelling best practices, story templates, and media specifications in order simplify the story creation process.

Step 3 Work with the STORYSOFT team to develop your story. You provide the story, we take care of bringing your digital story to life.

Step 4 Publish your story on the platform, and share it through any marketing channel.

It's that simple.

You made it!

Hopefully you found this Brand Storytelling Guide informative.

If you take one thing away from this guide, I hope it's a sense of how powerful storytelling can be for your brand.

I encourage you to dig deeper into the science of storytelling because it will explain why stories are so fundamental to human beings.

We are storytelling creatures.

Tell Your Brand Story

For marketers, it only makes sense to use storytelling to penetrate the human psyche.

Everything we are trying to accomplish, from capturing attention to building emotional bonds with consumers and driving behavior, is what storytelling does best.

Your stories are what makes your brand different from every other brand.

Stories will help you stand out.

Great stories will get people to love your brand, feel for your brand, cry for your brand, and buy your brand .

Every brand has stories.

What's yours?

Learn more about how you can tell breakthrough brand stories using the STORYSOFT digital storytelling platform .

Book a Demo

See how to bring personalized digital experiences to life for your brand

   During the call you will: 

• Hear how it works
• See example digital Stories
• Walk through the analytics
• Get your questions answered

BOOK A DEMO

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Brand Storytelling: Step-by-Step Guide To Enhance Your Marketing With Story

The power of storytelling in marketing is difficult to overstate. Every brand has a story, but not every brand knows how to tell it well.

Good stories stick with us.

They grab our attention, inspire strong emotions, and sometimes, they even inspire us to take action.

In marketing, storytelling goes beyond just relaying facts about your products or services. It’s a way to craft a narrative that connects on a deeper level so that customers are inspired to take part in your brand’s journey.

Telling compelling stories helps your customers see your brand as more than a provider of goods or services. With the right language, you can show that you’re ready to act as a key player in your customer’s own success stories.

When done right, storytelling in marketing gives your content strategy a strong voice that can influence, inspire, and convert.

But it’s important to understand that the focus here isn’t just on telling any story. It’s not about telling your own story either. It’s about telling your customer’s story.

To do it right, you need to develop a clear, easy-to-understand idea of what your brand really does. Not in terms of the products or services you sell, but in terms of the problems you help your customers solve.

Then you weave real-life experiences into powerful stories that show your customers you understand what they’re up against, and you have the tools to help them solve their problems.

Whether you use written stories on your website, talk through them in a podcast, or present them in pieces through posts on social media channels, the right narrative can make your marketing messages unforgettable.

In this article you’ll learn exactly how to tap into your storytelling skills so you can create successful marketing campaigns that turn leads into customers.

What Does Brand Storytelling Mean?

Brand storytelling is the art of using stories to bring your brand to life. It uses narrative techniques to give your content marketing a human touch that make your brand relatable and your messages memorable.

At its core, brand storytelling isn’t a new concept. It’s based on the fundamentals of storytelling, which have been used for thousands of years to connect with audiences on an emotional level.

In marketing, brand storytelling is about more than recapping the history of your company or describing a product you sell.

It involves crafting stories that capture the customer’s desires while illustrating how the solution you offer solves their problems.

The basic idea is that you can use stories to forge an emotional connection with the audience. Doing so makes your brand feel more relatable, and the customer is able to envision themselves in a world where they’ve overcome their greatest obstacles because of the products or services you deliver.

In a nutshell, the customer becomes the main character in your brand’s story.

This character faces challenges, overcomes obstacles, and achieves goals, just like the protagonist in your favorite film.

Presenting your business this way encourages people to see themselves in the narrative. They are not just buying a product or service; they are taking part in a story that resonates with their own experiences and aspirations.

Effective brand storytelling can transform how customers perceive and interact with your brand. It turns every marketing campaign into a chapter of your brand’s ongoing story. Every customer interaction becomes a dialogue in the larger narrative.

Ultimately, brand storytelling can help you fine-tune your marketing strategy, speed up the results of your marketing efforts, and build strong brand recognition. It helps your marketing team come up with stories that highlight the benefits of your products while humanizing your overall brand personality.

The History Of Storytelling (And Why It Matters In Business)

To understand the role of storytelling in marketing, we need to take a moment to understand the Three-Act Structure , a powerful framework used to develop clear narratives.

It goes back thousands of years to Aristotle, who defined the Three-Act Structure for the first time. He realized that stories can be broken down into three distinct parts: the beginning, the middle, and the end.

Aristotle showed us how each part plays a role in driving the narrative forward to create a complete, fulfilling story with a clear plot arch.

Centuries after Aristotle introduced the idea, the three-act structure is (and always has remained) in use.

You don’t need to look too hard to find examples. Everyone from Shakespeare to Christopher Nolan has used the three-act structure to write clear, memorable stories with a strong emotional impact.

Safe to say, the Three-Act Structure is timeless .

But What Does This Have To Do With Business?

To answer this question, we jump forward in time to 1979, when Syd Field took the classical concept of the Three-Act Structure and boiled it down into a clear, accessible format.

Field published an influential book called Screenplay: The Foundations of Screenwriting which dissected the three-act structure in a way that made it easier for contemporary storytellers to use. He highlights how pivotal moments and emotional responses are what drive the plot forward in every story.

This is where the connection between storytelling techniques and your business becomes clear.

Field showed that a screenplay guides the audience through an emotional journey. Effective storytelling in marketing can do the same thing: it’s a way to guide your customers through a journey that helps them overcome their problems and find a clear resolution that leads to the outcomes they’re looking for.

In short, storytelling isn’t just an art form. It’s also a strategic tool that can humanize your brand and make your marketing messages stick.

As we develop stories that mirror the hero’s journey toward success, we invite our customers to see themselves in those stories. This lets them engage with your content on a much more personal level.

Step-by-Step Guide To Tell Your Brand Story

Using the same three-act structure that Field outlines in Screenplay , companies can create a powerful brand story that connects with its target audience instantly.

But there are a few minor tweaks to take into account as you develop a storytelling marketing strategy of your own.

In business, each act has two components that help you craft stories that engage and entertain while also solving real-life problems for real people.

We’ve broken down the key differences between each act below to give you a clear idea of what it takes to create compelling stories that show your customers you understand what they’re up against –and how to help them overcome it.

In each of the following sections, we’ll first review the story elements of the three act structure, then look at how it applies to telling your brand story on your website and in your marketing.

Act I: Setup

In Act 1, we are setting up the characters’ normal world, hence the name. A movie or book typically introduces who the character is, where they live, and what’s happening in their world. But, most importantly, we need to discover their motivation. This is going to be the thread that carries the story through until the end.

What does the main character want? Why do they want it?

We’ll use Avatar as our example because most people have seen it and it was wildly successful at the box office. Which means they told a story people liked. Regardless of how you feel about it, let’s learn from the storyteller’s success.

In Avatar, Jake Sully states his motivation clearly in the first few minutes: “All I ever wanted in my sorry-ass life was a single thing worth fighting for.” That sets us up to wonder if he’ll get that. Most movies don’t quite do it as clearly as Avatar and you are meant to figure it out.

Avatar is such a great example of storytelling because it follows the structure so well. In Act 1, we are introduced to the human-made environment on Pandora. We see that it’s run by the Army. We see massive mech units. We see lots of metal and technology. We are introduced to the bureaucracy and even the motivations of the people who will eventually become the villains.

We are also introduced to the obstacle, which is the second main thing that needs to happen in Act 1 (the first being showing us the main character’s motivation).

The obstacle in Act 1 of Avatar is the “blue people” or Na’vi. Their Home Tree is sitting on a bunch of unobtanium and they don’t want to leave to allow the humans to mine it.

You may already be thinking, “Well, hold on. That’s the obstacle at the beginning, but Jake changes his mind later.” Yes, he does. And it is common for the obstacle to change throughout the story. The essence of it needs to stay the same, which is where the motivation comes in. But the specific obstacle changes.

Lord Of The Rings movies are a great example of this. Frodo’s first obstacle is the danger of the ring being in the Shire. So his first goal is to get to Rivendell. But once he’s there, the council decides that the ring needs to be destroyed. Everyone starts arguing about who should do it, so Frodo volunteers. And on and on it goes. There is always an obstacle that he’s overcoming on the way to destroy the ring.

In a movie, Act 1 typically takes up the first 25% of total run time. We switch from Act 1 to Act 2 when the hero makes the decision to take on the challenge or to go on the quest. In Avatar, this happens when Jake decides to learn the ways of the Na’vi so that he can earn the right to be heard and eventually tell them to leave their home so that the humans can mine the unobtanium.

So, how does this apply to telling the story of your brand?

The first question is, “Who is the hero in your story?” The answer is simple: your customers.

Why aren’t you the hero? Let’s look at your goal. Your goal is to sell your products and services. Excellent. What is the customer’s job? To buy from you. Great. But not very compelling. Who wants to give you their hard-earned money so that you can go be the hero in your story?

But if you make your customer the hero, things start to align. Your customer has motivations, goals, and obstacles. And if you position yourself and your products on their path as a way to help them win the day, they understand why you matter. It’s far easier to buy from you in this scenario.

So, what does this look like?

It’s important to understand the answer to this question before introducing any products or services. Customers probably don’t know you, your company, or what you offer at this stage in their journey.

But they do know that they want something specific, and there’s a compelling reason that explains why they want it.

Just like in a movie, we want to start your brand story by understanding your customer’s world. We want to get into their environment and look around a bit.

As you consider what motivates your customers, use the following question to guide your answers: What is driving your customers to come to you in the first place?

Make a list of all of the possible answers. Then, whittle the list down one by one until you settle on an option that’s clear, compelling, and applies to many people. Use this motivation to start writing content.

Now we want to go beyond our thoughts on the topic and actually use their own words. We think about the things they say in sales calls, testimonials, and reviews.

One great way to do this is to ask them. We do this in every sales call: “What made you want to schedule this call today?” The answer will be what’s motivating them. For our clients, it’s often, “We need more leads.”

The primary motivation for our clients isn’t just to engage with our services. It’s that they want to grow their business. So we build our messaging around growing their business.

Don’t overthink or overcomplicate this. Just ask your customers, “What do you want?” and “Why do you want that?” Look for patterns and trends in their responses. Is there a theme? That is the Motivation that you should be using in your marketing.

Once we have a grasp on our customers’ motivations and the outcomes they’re looking to achieve, the next step is to identify the obstacles standing in their way.

Obstacles can be tangible or intangible and vary depending on circumstances.

As mentioned with Avatar, there is the initial Obstacle that pops up in Act 1 – the Na’vi are sitting on a bunch of unobtanium and don’t want to leave. This is the problem your customers are aware of. The thing that gets them to go look for a solution.

The Obstacle needs to be something you help people overcome. And something they are actively aware of.

Maybe your customers have a headache (if you sell headache medicine).

Maybe your customers are seeing slow growth or money spent on marketing with no ROI (if sell marketing services).

For a marketing agency like ClearBrand, customers often find themselves faced with obstacles like ineffective advertising, poor understanding of target audiences, or a lack of results from another agency.

The easiest way to find out is to ask them. Sales calls are a great place for this conversation. After you ask, “What made you want to schedule this call today?” and they tell you their motivation, follow up with, “What do you think is preventing you from having that?” (or an appropriate stand-in, based on their previous response).

Here’s how it typically goes in our sales calls:

Question: “What made you want to schedule the call today?”

Answer: Well, we don’t have as many sales calls as we want.

Question: “Okay, you want more sales calls. And what do you think is the reason you don’t have as many as you want?”

Answer: We haven’t done much marketing and mostly get customers through word of mouth. But that has dropped recently, so we figure it’s time to start getting the word out ourselves.

Wow. That’s incredibly helpful. When you start hearing the same types of things over and over, you’ll know you’re identifying a common theme.

The theme that our customers experience is this: My marketing isn’t working.

Pretty simple. Even though we hear a lot of specific answers, like the one above, we can mostly just focus on the theme in our marketing. With the occasional list of examples thrown in for good measure.

When you identify the obstacles your customers face, your job is to pinpoint their pain points and address them directly. There’s no beating around the bush.

Your goal is to answer this question: What is preventing your customers from achieving the outcomes they want to achieve?

Make another list with all of your answers. But instead of narrowing it down to a single answer, this time, choose the top three that apply to a broad number of your customers.

These are the obstacles to focus on in your messaging.

Act II: Contact

Act 2 is the bulk of the story, typically taking up the middle 50% of a movie (and often more in a book). This is where we see the journey the hero goes on to overcome their obstacles and get what they want.

Act 2 is normally called “The Confrontation” because it’s where the protagonist confronts a variety of conflicts, often including their inner conflict. We see this in Avatar as Jake wrestles with who he is and who he’s loyal to.

In Avatar, we watch Jake go through the training to become a Na’vi warrior. He learns their language, learns to fight, and, eventually, even mates with Neytiri.

But, notice that his original motivation isn’t fulfilled. He hasn’t fought for anything yet. He hasn’t even been fully convinced that the Na’vi are worth fighting for.

So the hero is working toward their goal, they’re attempting to solve their problem and overcome their obstacle, but we haven’t reached a resolution yet.

We transition from Act 2 to Act 3 when the hero decides it’s time to finish the job. Take on the final boss, ask the girl out, whatever is called for in their story.

This happens in Avatar after the humans destroyed the Na’vi Home Tree. Jake is watching the destruction, tied up. But then, Mo’at, Neytiri’s mother and the spiritual leader of the Omatikaya comes up. She asks for Jake’s help.

After that, Jake Sully spends a short stint in jail, breaks out, then goes back to his avatar body. He sees the wreckage and thinks all is lost. And he decides that it’s time to fight. That moves us into Act 3.

In screenplays, Act II involves the hero confronting challenges and facing conflicts that test their resolve. But in business storytelling, this act isn’t about conflict with the customer. We don’t want to make the people interested in buying from us think that we’re in conflict with them in any way.

Instead, Act II is about presenting a solution to the customer’s challenges. This is why we call it “Contact” instead of “Confrontation.” Here, you and your brand step in as mentors who can lead the customer to a resolution.

Your customers’ goals, motivations, and obstacles existed before they came in contact with your brand. You come into the picture when they enter their own Act 2 and start trying to solve their problem.

In this section of your brand story, your goal should be to position your product or service as the solution to your customers’ problems — the way they overcome their obstacles and get what they want.

You don’t need to break down a point-by-point “What You Get” type of offer. We’ll get there later. Now is the time to focus on features and benefits.

Your solution needs to be clear, effective, and focused on addressing the challenges you highlighted during Act I. It should demonstrate how your product or service fits seamlessly into the story of your customer’s needs.

For example, if your customers are struggling with poor marketing, your solution might be a streamlined storytelling strategy that increases engagement and conversions.

With a solution like this, you can address both of the core aspects from Act I (the motivation and the obstacle). In our example, the customer’s motivation is to get more leads and sales. The obstacle? Ineffective marketing campaigns.

For a good example of this, go look at any of Apple’s product pages. Almost the entire page lives in this Solution mindset, with plenty of Motivation mixed in. They say things like, “We know you want to take amazing pictures with your iPhone, which is why we upgraded X element to make it Y percent better. So you can take crystal clear photos every time.”

That’s Motivation and Solution. Pretty cool.

Creating this part of your story requires a deep understanding of your customers’ pain points. Luckily, you gained that understanding while reviewing the obstacles! So now, you have to show that you’re selling the master key that helps customers unlock their potential.

To get started, ask yourself: How does my product or service solve my customer’s problem? This is the central question of Act II.

Brainstorm and take note of your ideas. Once you have an answer that makes sense in the context of both the product you sell and the problem your customer faces, you’ve got a solution worth writing about.

The title of this section might be a little less intuitive than the others. The question here is: how do we get our customers to take action?

In a movie, the hero often meets another character, often called the Mentor, right before they take action or as they reach the hardest part of it. In Avatar, this is when Jake Sully is confronted by Mo’at.

In Thor: Ragnarok, Thor sees a vision of his father when he’s fighting Hela and he’s about to give up. “She’s too strong. Without my hammer, I can’t,” Thor says. Odin responds, “Are you Thor, the God of Hammers?” Then a moment later, Thor says, “I’m not as strong as you.” Odin replies, “No. You’re stronger.” With that, Thor is awakened. He finally becomes the hero he needs to be. Watch the clip below to see it play out.

That is one of the best scenes in all of the Marvel movies. And it’s one of the best examples of the role of the Mentor in all of Hollywood.

But what does it mean for your brand story? In our view, there are three things that need to happen to call your customers to take action. We’ll discuss the first here, then the second and third in Act 3.

First, you need to earn the right to be heard. If you’re going to play the role of the Mentor, like Odin or Mo’at, your customers need to trust you. So the goal of this section is to build trust.

There are a variety of ways you can build trust. Sharing some points of authority can help. This could be the number of years you’ve been in business, number of customers you’ve served, or certifications you have.

There’s also social proof. Testimonials and case studies are a great way to do this. But you can also display logos of customers (especially if they’re big and recognizable companies) or share your rating on relevant platforms, like Google My Business, Capterra, Amazon, etc. Especially if it’s close to 5 stars.

Showcasing real-life stories, sharing examples of success, and demonstrating your expertise within your industry are all effective ways to build trust.

However you do it, you need people to trust you before you say, “Buy my stuff!” Which we’re going to do next.

Use the following question to guide you as you work out how your solution fits into the customer’s narrative: Why should my customers trust me, and how can I show them my company is the one they should go to for help?

Whether through testimonials, case studies, or showcasing your expertise in your field, the idea is to let them know that they are not alone in this journey — others who trusted you saw the success they were after.

Act III: Resolution

Act 3 is where the main character finally steps into the role of “Hero” and takes action to conquer the obstacles that have been in their way.

We get to see Jake Sully take on the role of warrior and Toruk Makto and lead the Omatikaya in a battle against the humans.

We get to see Thor fight Hela and truly become the God of Thunder.

The necessary elements of Act 3 are a plan to win the day, then the courage to act and actually do it. It is in the action that the story is completed, not just sitting around thinking about it.

Just like in a movie where the hero faces their final battle and resolves all of the story’s obstacles, in marketing, Act III is the moment where customers decide whether to make a purchase that solves their problems.

The goal of Act III is to convince your customers to take action. You do this by showing them what you offer, how their lives could be different if they buy it, then getting them to respond by purchasing.

Act III also has two parts to consider: the offer, and the response.

The Offer is the equivalent of the plan in a movie. In order for someone to do something, they need to know what to do.

Go watch any Tom Cruise movie to see a great plan get made, then unfold in Act 3.

The plan you’re giving your customers is your product. Specifically, to buy it. But they need to know what it is and why it matters.

It’s time to make your offer irresistible. Begin by listing out what your customers get. List what’s included, whether it’s a physical product or a service.

Then ask yourself why customers should choose you over the competition.

This is where your product or service needs to shine. Your narrative should clearly show why it’s the superior offer by drawing attention to what sets your offer apart — it could be unmatched quality, innovative features that nobody else is providing, or even something like your ability to provide exceptional customer service.

The key is to remind your audience how your solution directly addresses the obstacles they face, which you’ve laid out in previous acts. Your offer should resonate with your customer’s motivations and desires as deeply as possible.

To figure out how to make your offer impossible to resist, ask yourself: Why should someone choose to work with me in the context of the problems they’re facing right now?

As an example, imagine you sell project management software.

You’ve determined that your customer is motivated by the need to save time, and the obstacle that keeps them from getting there is whatever software they’re currently using.

If this is the case, then your offer should focus on everything you provide that helps them free up time by managing their projects better.

But if your customer’s primary complaint is that they don’t get the support they need from their current project management platform, then you’d want to focus not only on what’s included in the platform, but also include how your company responds to requests for assistance quickly, effectively, and efficiently.

You’ve given your customers the plan they need to succeed, now let’s get them to buy it.

This is where the rubber meets the road. Your customer is at the end of their journey. They see how your Offer can help them overcome their Obstacle and get what they want.

Now they’re faced with the moment that every hero is faced with. Will they take the leap? Will they do what is necessary? Or will they go back to the life they had before all this?

It’s the moment Jake Sully is walking around, staring at the wreckage of Home Tree. Then, he decides to act.

This is where you make it clear that people need to Respond. Either a “Yes” or a “No.” But we don’t want them to passively let this moment slip by.

Your goal is to make this decision feel like the natural next step in their journey — one that leads to overcoming their challenges and achieving their aspirations.

Get your customers to picture the positive change they’ll experience by accepting your offer. You can sweeten the deal to make it more persuasive by offering something like an invitation to a free trial, or access to a limited-time offer.

Use direct language that speaks to the core message of your brand and the heart of your customer’s needs. Make it insanely easy for them to take the next step and begin working with you.

Throughout Act III, your storytelling needs to build a bridge that helps you communicate that what your customer considered a mere possibility can become their reality.

By the time your customers reach the end of this act, they should feel empowered, ready to respond by moving forward, and confident that they are making the right choice.

Build Your Brand With Compelling Stories

Writing a powerful brand story is more than an art—it’s an extremely deliberate storytelling process that takes understanding, creativity, and a firm grasp of what your customers want to achieve.

It has very little to do with your brand values. And even less to do with your brand’s history. If you write your marketing materials without thinking about the customers and what they want and need, then the reality is they probably won’t understand what you sell.

If the challenge of weaving authentic stories that effectively communicate how you solve your customer’s problems seems daunting, ClearBrand is here to help.

Contact us today to start crafting a marketing storytelling strategy that uses proven storytelling techniques to engage your audience in a meaningful way.

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25+ Best Brand Presentation Templates & Examples

When it comes to showcasing a brand’s identity, values, and unique selling propositions, visuals play an indispensable role and presentations remain one of the most effective tools.

To help depict a brand’s story in the most compelling way, a well-structured brand presentation template is a must-have asset. We’ll help you find the perfect presentation template for your project.

In this post, we showcase the best brand presentation templates , hand-selected for their aesthetic alignment with various branding strategies, their functionality, and their adaptability to different storytelling styles.

From sleek and modern templates that speak to innovative brands, to warm and organic designs for those with a story rooted in tradition, our list of presentation templates ensures that your brand’s voice is not just heard, but felt. Have a look and see for yourself.

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Download thousands of PowerPoint templates, and many other design elements, with a monthly Envato Elements membership. It starts at $16 per month, and gives you unlimited access to a growing library of over 2,000,000 presentation templates, fonts, photos, graphics, and more.

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Modern PPT Templates

New & innovative.

BeMind Minimal Template

Explore PowerPoint Templates

Coverse – Modern Brand Presentation Template

Coverse is a modern PowerPoint template that offers a sleek and contemporary design for brand presentations. It includes 20 unique layouts that have been meticulously crafted. Features include image placeholders, a full HD resolution of 1920 x 1080 pixels, versatile layout, text variations, business guideline pages, and much more.

Vaselina – Brand Presentation PowerPoint Template

Vaselina PowerPoint template is a professionally created and fully customizable slideshow for brand presentations. With its chic, ultramodern design, 20 unique layouts, easy-to-edit elements, and full HD frames, this template allows for individualized presentations that rely on your images and unique brand story.

Imagine – Brand PowerPoint Presentation Template

Imagine is a versatile PowerPoint template perfect for modern brands. With its 30 customizable slides, it’s great for showcasing various fields like photography, business, fashion, and more. Its smooth 16:9 ratio guarantees pixel-perfect imagery. Plus, it features easy-to-use drag-and-drop placeholders and a selection of free fonts.

Nanase – Brand Presentation PowerPoint Template

Nanase is a sleek, professionally designed PowerPoint template, perfect for brand presentations. The ultra-modern design features 35 unique layouts, easy image placeholders, and customizable text variations. Crafted with attention to detail, it’s multipurpose, and suitable for business, portfolio, corporate, branding, and advertising presentations.

Stint – Creative Brand Presentation Template

Stint is a premium PowerPoint template specially designed with an aesthetically minimal design for fashion or lifestyle brand companies. This high-resolution template comes with 34 modern, unique slides that are easily edited and customized to your needs, and includes features like drag-and-drop image placeholders, free fonts, vector icons, master slides, and more.

Brand Proposal Presentation Template

This is a PowerPoint template that will elevate your brand presentations with its vibrant, professional design. It boasts a range of dynamic features such as photo layouts, infographics, tables, vector icons, and diagrams to effectively portray your work and company profile.

Brand Guideline Presentation Template

Another PowerPoint template to craft professional branding presentations for modern companies. It sports a minimal design and allows easy integration of your logos, images, and brand colors. This template features 25 unique slides covering different sections such as Cover, Brand Overview, Typography, and Contact. The elements are resizable, and the template can be exported as a PDF or PPTX for easy sharing with clients.

T’Lady – Brand Presentation Deck Template

T’Lady is a distinctive, professionally designed PowerPoint template suitable for any presentation need. Especially suitable for fashion brand presentations, the template offers a variety of layout and text variations, easy image placement, and customization features, including effortless color change and unique portfolio slides.

Celtic – Brand Strategy Presentation Template

The Celtic PowerPoint template offers over 35 creatively designed slides tailored for brand presentations. With HD resolution and a modern, unique layout, it provides a platform to showcase your business in an engaging but simple way. Its user-friendly design makes customization easy, with drag-and-drop image placeholders and free fonts.

A PowerPoint template ideal for outlining your brand’s rules and guidelines. It will save you all the hard work of creating one from scratch. It’s easy to customize this professional and minimalistic asset with your logo, images, brand colors, and typography. With over 30 unique slides including a cover page, content overview, mission and vision, and specific sections for logo, color palette, typography, and more.

Barriers – Modern Brand Presentation Template

The Barriers is a polished and ultra-modern PowerPoint template designed with meticulous attention to detail. It features 20 unique layouts varying in design and text, a 1920 x 1080 px resolution, image placeholders, and a simple drag & drop function. Perfect for presenting modern brands, it is easy to customize, fully editable, and comes with free support.

Volosa – Brand Fashion Presentation

Volosa is a thoughtfully designed PowerPoint template specifically tailored for fashion brands seeking an up-to-date and chic design style for their presentations. Boasting 24 unique slides, image placeholders, high-resolution design, the flexibility of layout and textual variations, and user-friendly Slide Master features for easy customization, Volosa offers intriguing details, expertly crafted for your convenience and branding needs.

Commerca – Brand Guideline Presentation Template

Commerca is a highly versatile and professional PowerPoint template, perfect for brand presentations. The template features over 30 unique slides, equipped with media and image placeholders for easy customization. It also includes editable maps, resizable vector elements, and offers unlimited color options.

Stylish Brand Guidelines Presentation Template

This is an easy-to-use PowerPoint template that allows you to effortlessly customize your brand presentation with your logo, images, colors, and typography. It has 34 editable pages full of features such as resizable vector elements, editable charts, infographics, and a plethora of sections that cover everything from brand values, photography style to social media and more.

Bold Brand Proposal Presentation Deck Template

Another PowerPoint template designed for modern brand presentations. Easy to use, it is perfect for showcasing your talents, products, or services in a stunning, professional style. The template features a master slide layout, 20 unique animated slides, theme color adaptation, and resizable vector elements.

Altto – Modern Brand Presentation Template

Altto is a modern brand presentation template, perfect for contemporary companies looking to elevate their PowerPoint presentations. Boasting a professional design created with meticulous attention to detail, it features 20 unique layouts, image placeholders, various text formations, and business guideline pages.

Bara – Brand Presentation PowerPoint Template

The Bara PowerPoint template is an ultra-modern, professionally designed slideshow ideal for showcasing brand concepts. Boasting 20 unique layouts, flexible text variations, and a drag-and-drop image feature, this 1080p, fully editable template truly simplifies content presentation.

Aesthetic Brand Guidelines Powerpoint Presentation

This is a beautifully crafted PowerPoint template that serves as a visually appealing guide for your brand’s identity. It features a modern, aesthetically pleasing design that promotes a consistent brand image. Ideal for organizations in various stages of brand definition, this fully customizable template boasts a unique layout, free fonts, and drag-and-drop image placeholders.

Trendy Brand Guidelines Presentation Template

This is a sleek and unique PowerPoint design perfect for creating brand guideline presentations. It comes with 30 different slide layouts that you can tailor to your brand’s style, including a drag-and-drop function for easily replacing photos. With resizable vector elements, a full HD 16:9 ratio, and free fonts, this template makes professional presentation creation straightforward and enjoyable.

Azura – Brand Strategy Presentation Deck

Azura is a powerful, contemporary PowerPoint template perfect for showcasing brand strategies and company profiles. This professional template offers a clean design with creative photo layouts, infographics, editable vector icons, and diagrams. It’s user-friendly, easily customizable, and available across multiple formats.

Brand Proposal PowerPoint Presentation Template

Take your brand presentations to the next level with the Riya PowerPoint template. This straightforward yet powerful template features contemporary design elements like creative photo layouts, infographics, tables, vector icons, and diagrams, highlighting your work and company profile in a fresh way.

Colorful Brand Presentation Template

This is a vibrant and distinctive PowerPoint template suitable for a vast range of presentations. This asset is not only professional and ultramodern, but its design is also crafted meticulously for optimal display. Key features include image placeholders, multiple layout variations, business guidelines pages, easily customizable elements, and a unique color change mechanism.

Minimal Brand Proposal Presentation Template

This minimal PowerPoint template makes it convenient for you to set up your brand’s proposition for clients. Boasting a clean, timeless aesthetic, this template comes with 20 unique slides and resizable elements, it also offers myriad sections such as Welcome, About, Special Service, and Contact. The straightforward design and adaptability serve a range of clients superbly.

Free Brand Presentation Templates

Free urban clothing brand pitch deck presentation.

This is a modern pitch deck template for branding presentations. It’s especially perfect for modern, urban clothing brands and fashion brands to present their brand identities. The template includes 32 unique slides and it comes in PowerPoint and Google Slides formats.

Free Brand Identity Presentation Template

A creative and minimalist brand presentation template featuring simple colors and illustrations filled with geometric shapes. This template is ideal for presenting bold brand identity designs. It includes fully customizable slides.

Free Social Media Branding Guidelines Presentation

A very colorful and stylish brand presentation template for PowerPoint and Google Slides. This template features 28 unique slides full of gradient colors and stylish typography. It’s perfect for presenting social media branding guidelines for modern businesses.

Free Brand Key Pitch Deck Presentation

This PowerPoint template features a very simple slide design that effectively highlights your content above all else. It includes lots of useful slides with editable vector graphics, maps, charts, and more.

Free Sports Brand Marketing Plan Presentation

Even though this PowerPoint template is designed with sports brands in mind, you can easily customize the slides to create presentations for many other types of brands as well. It also comes in Google Slides format.

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How to make your branding presentation a success

Get your team on prezi – watch this on demand video.

Anete Ezera March 30, 2024

For all brands, whether established or new, pitching your identity and intentions as a brand should be an important part of presentations. But, it’s not always easy to showcase your brand in the way you envision. This is why knowing how to create the perfect branding deck is important. With Prezi, merging your ideas into a branding presentation has never been easier. Read on to learn more about what a branding deck is and get the knowledge you need to showcase your brand in the right way. 

What is a branding presentation? 

People use branding presentations for several reasons. They can be used to introduce a brand and explain their values and business strategy. They’re also used to brief marketing teams or partners or align internal teams with the brand’s direction. They can be useful for all brands, from newly established to global companies. 

A branding presentation will usually consist of: 

• Brand overview;
• Detailed information about the brand’s target market;
• How the brand positions itself in the market;
• Showcase of the brand’s visual elements (logo, color palette, imagery);
• Explanation of the brand’s communication style (voice, tone);
• Examples of how the brand identity is applied across various mediums;
• Brand guidelines and standards.

Examples of branding presentations

We’ve put together some examples of branding presentations that were created using Prezi. 

Personal branding presentation 

The following example is a personal branding presentation, which uses the same principles as a normal branding presentation. Only, the brand you’re selling is yourself. This presentation is created by the help of Prezi AI , and you can reuse this presentation example and fill in the placeholders with your own information. You can showcase your strengths, values, and goals, and add a personal touch to make it authentically yours. Or, you can also use Prezi AI to create a presentation like this in minutes or even seconds.

Fashion branding presentation 

The following branding presentation could be used for a fashion brand. The presentation design, created using Prezi AI , matches the aesthetic appeal a fashion brand might want to use. This is a good example of storytelling as the presentation moves through each point telling the audience about the brand and what their intentions are. The fashion brand presentation also explores its identity and heritage, which is a great way to connect with the audience on a personal level. You can simply reuse this presentation, add your content and personal touch, and present it right away.

Grammarly brand presentation 

This presentation on Grammarly is a great example of staying consistent and true to your brand. When you look at the overall theme of the presentation, such as the colors and fonts used, you can see that the brand identity is solid all the way through. This is a great way of sharing what you envision your brand to look like with the audience. 

8 Tips to help you create the best branding presentation

Now we know what a branding presentation should consist of, let’s look at some tips to help you in the creation process. 

Start with a strong story 

In order to captivate your audience from the beginning, you need to come up with a story that captures your brand’s mission, vision, and values. A storytelling approach helps to engage your audience emotionally and intellectually, making your brand’s purpose and direction clear from the outset. 

Know your audience 

Think about who you’re presenting to, as this will help you highlight the more relevant aspects of your brand. Whether you’re presenting to clients, stakeholders, or internal teams, tailor your branding presentation to the specific interests and expectations of your audience. 

Highlight the unique value proposition 

In order for people to take your brand seriously, you should talk about what sets you apart from your competitors. Think about the unique benefits your brand offers compared to similar brands, and highlight these points. You should make your unique value proposition the main focus of your presentation to showcase why your brand matters. 

Use interesting visuals 

Another great way to grab your audience’s attention is to make your branding presentation look visually interesting. You should include your brand logo and color scheme throughout to reinforce who you are. When it comes to including imagery, it’s important to choose images that correlate with your message, and they should be relevant to the information on your presentation slides. When used in the right way, visuals can be really good at strengthening the points you’re making. 

Examples of your brand in action 

The best way to get people on board with your brand is to make them believe in it. The best way to do this is to show them your brand in action. This could be from brand packaging and advertising examples to displaying your digital presence. By showing how your branding is applied in real-world circumstances, you’re bringing your brand to life, rather than just talking about it. 

Be concise and focused

Your audience is going to soak in information better if you keep your presentation clear and to the point. Think about the key points you want to make, and stick to them. You could use each slide of your branding presentation to make one key point, this way you’re not overloading each slide with too much information, which can be confusing. When thinking about how you want your presentation to look, avoid cramming your slides with too much text and too many visual elements. Your message will come across much clearer if you keep it simple. 

Interactive elements 

This is an aspect that can really boost your presentation and make it less boring. For branding presentations, you might want to include interactive elements like a live demonstration or an interactive session where the audience can experience your products or platform firsthand. Another idea might be to encourage your audience to participate in discussions, like sharing their experiences or expectations of your product or service. For virtual branding presentations, use Live Prezi to take interactivity to the next level. With Live Prezi, you can create an interactive presentation experience in real-time. Simply set up your link and share it with anyone, anywhere. Up to 100 participants can join your Live Prezi session and follow along as you guide them through your compelling content.

End with a clear call to action 

It’s important that you make it clear to your audience what action you need them to take following your presentation. This might be seeking approval or feedback, or a specific, unique action you require from your branding presentation. Either way, you should be clear about the next steps you want the audience to take following your presentation. 

Pitfalls to avoid 

We’ve already discussed things that you should consider when creating your branding deck, now let’s look at some mistakes you should avoid. 

Too much information 

A common mistake when making branding presentations is putting too much information onto the slides. Overloading slides in this way is going to be distracting for your audience. Try using bullet points to make each point clear and use visuals that complement your spoken words. With Prezi’s AI text editing tool , you can easily modify your text to match your desired outcome in seconds. Make text longer, shorter, or create a concise and engaging list.

Inconsistency 

When you use a mixture of styles, fonts and colors throughout your branding presentation, it screams amateur. You should make sure the whole thing looks in alignment with your brand and stays consistent for the whole presentation. Staying constant with the visual aspect helps to paint a picture of what your brand looks like. To feel more confident in your design choices, use Prezi’s AI presentation maker – it’ll suggest matching color schemes, layouts, and more, to match your topic and style.

Underestimating your audience’s knowledge 

Assuming your audience knows too little or too much can cause confusion. Make your presentation just right for what they know about your brand and the field it’s in. Give them new things to learn without making it too simple.

Skipping your brand’s story

People tend to resonate with stories and purposes. Failing to talk about who you are as a brand and what you stand for can cause your audience to disconnect. You should make it a personal branding presentation that mentions your values and intentions. 

Failure to mention competitors

It’s important to let your audience know where your brand sits in the market. When you fail to discuss your competitors, your audience may deem this ignorant or naive. The purpose of mentioning your competitors is to show how your brand can outshine them and what values you have to offer that they don’t. Without this, your audience will be left with questions about your brand’s uniqueness and whether you’ll fit in the market. 

Forgetting to proofread 

If your presentation contains typos, spelling mistakes, or inaccuracies, you may come across as unprofessional and questions about your brand’s credibility may arise. Remember, branding presentations are all about giving off a good first impression, so make sure you’ve checked each slide properly before your big moment arrives. 

Don’t rely too heavily on text

When the screen is crammed with text, it can make your branding presentation look dull and make it harder for your audience to follow. By using visuals to explain your points instead of lots of text, the audience can process your message much faster. After all, you’re going to be the voice of the brand, so stick to a few bullet points and elaborate with speech. 

Not preparing for questions 

Your audience is bound to have questions about your brand and goals, and how you plan on reaching these goals. Since there’s no way of knowing what questions will be thrown at you, it’s a good idea to prepare beforehand. 

Prezi’s role in your branding presentation 

Prezi is a presentation tool that’s different from any other. It lets you share ideas in a way that’s interesting, by moving around a single space, letting you zoom in and out of sections to show off your points. There’s no longer a need for boring, traditional slide-based presentations because Prezi allows us to share our thoughts in a more dynamic way that lets us bring our audience on a journey with us. 

Prezi is particularly useful for creating branding presentations because you can share your brand’s story and identity in a new and exciting way that sticks with your audience. Let’s look at some of Prezi’s features that would be great for creating your branding presentation. 

Brand kits 

We know how important it is that things stay consistent when it comes to branding presentations. This is why Prezi has created the Brand Kit feature, where you can include your brand’s color palette, logo, fonts, and style so that every time you need it, you have a pre-set branding presentation template. This way, you can save time whenever you need to create a presentation based on your brand, and you know it’s going to align with your brand’s identity every time. 

Integration features 

When it comes to presenting your branding deck virtually, Prezi has all the tools you need to succeed. You can connect and engage with hybrid teams in real-time using Prezi Video , making your meetings more exciting and engaging. You can show your branding content at the same time as showing your face, so you can still present just like you would in a conference room. 

Open canvas 

Prezi’s open canvas feature allows you to move freely from one point to the next. It takes away the restrictions that come with slide by slide-based presentations. This is ideal for when you’re telling your brand’s story, as you can zoom in on certain key points and then back out to the bigger picture. It’s also easier to go back and forth between points which might be useful when faced with questions about your brand. 

Professionally designed templates 

For those who don’t want to start with a blank page, having a fully prepared template can be a huge help. With Prezi, you can choose from a great range of templates . No matter what industry you’re starting out in, you can find a template that can serve as the building ground for your branding presentation. Prezi templates are customizable, so you can integrate parts of your brand as you go along the creation process. 

Images and icons 

Prezi has countless icons and images you can choose from to help you create the perfect visuals. Branding presentations are all about telling a story, and with Prezi, your options are endless when it comes to selecting the perfect visuals to complement your narrative. Having a great range of images and icons to choose from all in the same place makes the creation process much simpler, saving you time for more important aspects of your brand. 

AI text editing tool 

When it comes to forming the right words, we can help. Our AI feature can edit your work or offer suggestions, such as correcting spelling mistakes or grammatical errors. Prezi’s AI text editing tool can also shorten or lengthen text, as well as restructure it, such as changing paragraphs to readable bullet points. This is a really important feature when it comes to making a branding presentation, as easily readable slides are a crucial part of it. 

Collaborate easily 

Working together to create the best branding presentation is easy with Prezi. You and your team can work remotely on the presentation and communicate ideas and feedback using the comment feature. You can comment on each frame, so you and your team can be sure that every part of the presentation is up to scratch, working together from anywhere in the world. 

Why every branding presentation needs AI 

At Prezi, we’re always striving to provide the best presentation creation experience – that’s why we’re elevating it with advanced AI features. There are so many benefits of using AI to assist in the creation process of your branding presentation. Let’s look at a few of these advantages: 

Save time with automatic design and content: AI quickly creates designs and content, cutting down the time you spend on making presentations. For those using Prezi, this means extra time to improve your story. 

Brings new ideas: AI can come up with new designs and content ideas that you might not have thought of yourself. 

Keep things consistent: Many AI tools can help you stick to the same theme throughout your branding presentation, such as, colors and fonts. 

Easy updates and changes: With AI, making changes and improvements to your presentations is a lot easier. Take the Prezi AI text editing tool for example, which makes suggestions to make your content even better. 

A new beginning for branding presentations 

Whether you’re launching a new brand or whether you’re an established brand taking on a new venture, branding presentations can be the make or break for you. This is why it’s so important to make a good, strong impression on your audience. By following the tips we’ve mentioned in this article, you can maximize your chances of making a showstopping branding presentation that leaves your audience invested. 

By using Prezi to make your presentation, you’re not only equipped with features like pre-designed templates , but you also have the advantage of AI-powered design tools . It’s clear that features like the AI presentation creator and AI text editing tool have changed the way we create presentations. Gone are the days of worrying about what to say and when, because with Prezi, you know that each slide is going to have the perfect balance between text and visuals, captivating your audience.  

And, not only is the creation process a lot easier with Prezi, but it’s quicker too. This is a great perk for brand owners, as we know there’s much more to launching a brand than making presentations. The assistance of Prezi means you now have more time to spend on important tasks. So, for your next branding presentation, partner with Prezi and reap the benefits of amazing design features and AI-powered presentation tools. 

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Brand Storytelling Examples for Your Presentations

• By: Stephanie Fulton

Brand storytelling is becoming more popular in presentations for every industry. This type of storytelling serves a specific purpose. According to internet branding marketer Neil Patel , there are core elements that create a successful brand story :

The reason why your company exists.

The motivation behind why you do what you do.

The behind-the-scenes look at your company’s process.

These brand storytelling elements can be used in your presentation. They will help your audience get a deeper understanding of your vision, feel connected to you and your staff, and learn how all it all comes together to meet their needs.

Commercials aren’t necessarily the only way to use brand storytelling, but I found a few that illustrate the concept. Here are a few examples of brand storytelling to inspire your next presentation.

Blue Apron – “Building a Better Food System from Scratch”

The strength in simplicity. This commercial is successful in how it sets up the current issues with the food industry and outshines that problem with their solution. Blue Apron combines the real images of food being prepared with illustrations of where that food came from. This is a creative take on brand storytelling to illustrate how Blue Apron is building a better food system.

Try this in your presentation: use design to distinguish multiple narratives. In this ad, the illustration shows the behind-the-scenes process. The real-life video shows the product being used and served by customers. You can make this happen on your slides to differentiate between the past and present.

Domino’s – “Blood Sweat and Teardowns”

https://www.youtube.com/watch?v=U-pICn-6y1o

This commercial fuses sentiment with humor. It begins with personal and touching stories by Domino’s employees before jumping to a shock factor. Throughout the commercial, the Domino’s brand is clear and present. They are showcasing their new storefronts as a way to draw in new customers. This commercial gives you a sense of direction that the company is moving in and how the employees are jumping on board.

This style of brand storytelling shows that you can mix seriousness with silliness. An audience will love a presenter that doesn’t take him or herself too seriously but is still passionate about their message.

DollarShaveClub.com – “Our Blades are F***ing Great”

This style of brand storytelling is straight silly. From beginning to end, we follow the owner of the company through their warehouse facility where he explains how their process works with absurd humor. Right away, you meet the face of the company and get a look at their operation space. You can tell that this company has a knack for creative storytelling.

Apply this hilarious brand storytelling technique to your presentation. Unconventional storytelling is a sure-fire way to grab your audience’s attention and keep them on the edge of their seats. The key is to use quick pacing and commit to style. If you try too hard or not hard enough, your audience won’t buy it.

Brand storytelling can help create a compelling narrative for your presentation. Remember to keep the audience at the center as you explain your passion, motivation and process. For more tips on presentation storytelling, check out these related posts:

Why Digital Brand Storytelling is The Wave of the Future

4 Fantastic Examples of Brand Storytelling

10 Questions to Ask When Building a Brand Narrative

Stephanie Fulton

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Brand credo department worksheet template, brand credo individual employee worksheet template, who are the authors of your brand story, brand strategy, captivating storytelling, relatability, shareability, 1. identify your target audience, 2. focus your story on your target audience, 3. brainstorm using a storytelling framework, 4. write, review, and refine, 5. test with an audience and iterate, 6. share your story strategically, building a brand story template example.

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How to Write an Authentic Brand Story

Chelsea D'Angelo

April 8, 2022

In this blog, you’ll learn how to write a compelling brand story with our step-by-step guide and pro tips. Plus, find a free brand story-building example template.

Included below, you’ll find detailed steps for writing a compelling brand story, brand credo worksheet templates, and a downloadable example brand story.

What Is a Brand Story?

A brand story is a narrative that communicates a company’s mission, evokes emotion, and builds customers’ trust. Customers who are moved by your brand story are more likely to count on your company and buy your products or services.

A well-crafted brand story articulates a specific customer problem and offers a compelling solution. In addition, it conveys a company’s purpose and values in an engaging, inspiring way. The most engaging brand stories are:

• Centered on the customer
• Consistent across channels
• Simple and clear with some vivid details
• Structured like a story
• True to your brand’s personality and voice

Effective brand stories offer more than just the facts; they recognize and appeal to a customer’s humanity and the need for community and connection. Humans are hardwired to connect to each other and their communities through stories, so the brands that are able to humanize themselves are the ones that stand out.

In a Harvard Business Review article , Harrison Monarth illustrates the connection between our neurological makeup and our response to storytelling, noting that “a happy ending to a story triggers the limbic system, our brain’s reward center, to release dopamine, which makes us feel more hopeful and optimistic.” Brand managers, marketers, entrepreneurs, and advertisers use this emotional response to drive sales, expand awareness, increase customer loyalty, and integrate their products into consumers’ everyday lives.

Understanding the importance of good storytelling is crucial when developing a brand story, but crafting a narrative that customers can connect with is challenging. Storytelling frameworks are a helpful tool for structuring an engaging narrative that will capture your ideal customer’s attention. Common story frameworks, like the hero’s journey or Freytag’s Pyramid, help focus a story and make it simple, memorable, and emotionally engaging. By using these frameworks to help structure your brand story, you can elicit a strong emotional response in customers and inspire them to deepen their engagement with your company through brand advocacy.

Brands need a compelling story to stay competitive in today’s market. A compelling brand story differentiates your company from its competitors, builds consumer trust and loyalty, and drives sales.

Anat Baron , brand building expert and keynote speaker, stresses the importance of brand stories in attracting and keeping customers. “People today want to know who they’re buying from,” she says, “and are even looking for a relationship with them. A brand story helps to build an actual relationship. Over the last 10-15 years, there has been a growing percentage of consumers who care about who they’re buying from. We’re in a place where consumers want to know their money is going to support either an entrepreneur or a big company that shares their values.”

A successful brand story helps you to do the following:

Differentiate Your Company: In today’s market, the majority of buyers purchase from companies that share their core values. An authentic story helps attract customers with similar values by communicating your brand’s mission and ideals in a succinct and engaging way.

Connect with Your Audience: A business’s reputation depends entirely on its connection with its customers. When customers connect emotionally to your story, and not just your product or service, they will be more loyal to your brand and more likely to recommend it to others.

Build Customer Trust: Your brand story establishes your brand promise and how you deliver on it. Following through on brand promises deepens your company’s connection with its customers and builds customer trust.

Drive Sales: Modern consumers look beyond price tags and good deals for a compelling story. A well-designed brand story drives conversions, encourages connection, and ultimately leads to sales.

Optimize Resources: Smaller retailers use their brand story to attract new customers, even without a big marketing budget. Small businesses have the advantage of consumer interest in local relationships, which increases sales and allows for small companies to scale more quickly.

“Brand stories have been around for a while,” says Baron, “but now it’s actually become a necessity. If you don’t have a brand story, it’s hard for people to get excited about you. We live in such a word-of-mouth world, where stories are ingrained in our humanity and the good ones are shared. Stories provide an emotional connection. Your key is to have an authentic brand story and to stick to that story. This is a recipe for success. If you communicate your story well to your target audience and continue to do so, it can drive all of your content and your engagement.”

In addition to reaching customers and building trust, brand stories are integral to developing a positive company culture. Graham Robertson, founder and CMO of Beloved Brands Inc , encourages people to use the brand story to “develop a shared understanding of the brand and talking points that help each employee articulate how their role delivers that brand idea.” The company’s employees are ultimately responsible for delivering brand messaging to its consumers. They are also part of the lived story.

As you create the consumer experience, “give the external and internal brand story equal importance. Everyone who works on the brand needs to use the brand idea as inspiration and to guide their decisions and activities across every function of the organization,” Robertson advises.

To do this, Robertson has developed a unique brand credo document as an internal version of your brand story. “Not only does the brand credo permeate through the company, but you will also likely hear it quoted in meetings daily.”

In Robertson’s words, he advises you can make a brand credo by following the steps below:

• Start with your brand idea and turn it into an inspiring promise statement, which explains to your people how they can positively impact your customers.
• Use your brand’s core point of difference to outline the expectations of how everyone can support and deliver the point of difference. A great exercise is to get every department to articulate its role in delivering the brand idea.
• Connect with your people by tapping into the personal motivation for what they can do to support your brand purpose, brand values, and core beliefs. Make it very personal.

Brand Credo Worksheet Templates

We’ve worked with branding expert Graham Robertson and his Beloved Brand framework to create department and individual employee brand credo worksheet templates to get you started on developing your brand story.

Use these free worksheets to brainstorm for your organization-wide brand credo. Once completed, assemble their contents and revise them into a beautifully written document to share internally. Larger companies may consider hiring a copywriter to assist with the final document. See Beloved Brand’s example below for an illustration of what a successful brand credo will look like:

Developed with branding expert Graham Robertson, this brand credo department worksheet template can be used as a tool to get various departments on the same page about how they communicate and carry out their brand promise.

Developed with branding expert Graham Robertson, this brand credo employee worksheet template is a tool to help employees tap into their individual motivations for supporting your brand promise, core values, and beliefs.

The authors of your brand story are both your branding team and your customers. Initially, your branding team produces and shares a brand story. Once customers interact with the brand, they complete the story with their perceived experience.

You can write your brand story internally or hire an agency to help develop it. If you hire an agency, use a brand brief to communicate your brand’s core values. Once the brand manager and team create the brand story, marketers tailor and distribute the message through multiple channels.

Customer feedback acts as a mirror to your brand story. After you share your story publicly, your customers will further define it based on their experience, either confirming or contradicting your intended messaging. When customers interact with your products or hear their friends and family talk about your brand, they fill in story gaps with their own experience. Brand managers use this feedback to further refine elements of the brand story.

Brand developers use an iterative process to ensure that their story revolves around the needs of customers. This process involves testing story drafts with audiences to see if the language, imagery, and throughline resonate before developers launch a story publicly. If the public responds negatively to a story after the launch, brand managers may tighten or change the story.

What Should a Brand Story Include?

Through concise, well-structured, and vivid storytelling, a brand story should communicate your core values and mission. In order to develop a story that reaches and resonates with your target audience, include these key elements:

Your brand strategy helps you achieve long-term goals and focus on your customers’ needs and emotions. Use your brand pillars and guidelines to express your company values and purpose, and employ a brand style guide template to make sure all communications reflect your brand’s tone, personality, and values.

Developing a solid, comprehensive brand strategy is an important investment of time and resources. In the long run, a brand strategy will help you tell your story more effectively and efficiently.

You’ll know you have a solid strategy when you’ve succinctly answered high-level questions, such as the following:

• What did we set out to do? Why?
• What value do we bring to the world?
• What makes us different from other companies?
• What problem does our product solve?
• Who do we help?
• What actions do we take that reflect our values?

You can also use a brand pyramid to build your brand’s core values from the ground up. A brand pyramid template is a visual tool that helps represent the fundamental characteristics of your brand, like:

• Features and attributes
• Functional benefits
• Emotional benefits
• Brand or product persona
• Brand idea or essence

A successful brand story should enable your target audience to articulate why you are different, how you help, and why they need your product or service. An audience will better understand and remember these details when your brand story delivers both functional information and emotional evocation.

A brand story that includes the following story elements promote audience engagement:

• A Story Arc: Set up a problem, create a solution, and celebrate the success of overcoming that problem.
• A Framework: Build your brand on an existing story framework. These frameworks naturally create tension and resolution within a story.
• Sticky Details: Create memorable stories by avoiding clichés and vague descriptions. Pepper in vivid details at pivotal moments of the story. Striking details help make a story more memorable.
• Brand Personality: Reinforce customer expectations by establishing your brand personality. Brand personality comes through in the voice and tone of your brand story and through personifications of characters, dialog, and objects.
• Simplicity: Keep your story simple. Cut anything that doesn’t serve a clear purpose.

When you create a brand story, authentic connection with your target audience is essential. Leading with your brand values and company mission attracts customers with similar values. Your story must build trust, both on a functional and an emotional level, and inspire a sense of pride and community.

Stories are meant to be shared, and that includes a brand story. Compelling stories contain elements like whimsy, wonder, awe, allure, and excitement that move people to share them with their friends. When consumers spread your brand story, you will quickly and broadly increase your traffic potential and conversion rate.

Founder Bios You may also wish to include executive bios in your brand story to help make your company more personable and approachable.

How Do You Write a Brand Story?

When writing a brand story, first identify your target audience. With this audience in mind, use a storytelling framework to create a story that appeals to their emotions, values, and needs. Ask for feedback and revise your story as many times as necessary to make it memorable and relatable.

Having a brand strategy in place before you begin writing your brand story will help keep your messaging focused. Use our complete guide to developing a brand strategy or download our free brand strategy templates to get started. Once you have developed a comprehensive brand strategy, you will be ready to begin.

With a developed brand strategy and a target audience in mind, begin to assemble your writing team. For larger organizations, Robertson recommends “building the brand story by using a cross-functional team, including salespeople, research and development, human resources, finance, and operations. This gives you a broader perspective and, once complete, helps with buy-in across the organization.” Small businesses and solo entrepreneurs can recruit trusted individuals to serve as a test audience.

Remember that storytelling, like branding , is not an exact science. Use existing frameworks to keep your story concise and well-structured as you explore creative possibilities. Remember to refer frequently to your brand strategy to keep your story focused on relevant goals.

List the key demographics of your ideal customer. Some examples of target audiences are:

• Established professionals
• Luxury car owners
• Eco-conscious consumers
• Home maintenance service subscribers

After identifying your target audience, list specific problems and anxieties they may face and what drives them to action. Use the following questions to help as you begin to brainstorm:

• Why do they stay up at night?
• What are they anxious about?
• What makes them frustrated?
• What makes them smile?
• How do they prioritize their day?
• What is important to them?

Robertson suggests that you “start your brand with a consumer insight (connection point) or consumer enemy (pain point) to captivate the consumer enough to make them stop and think, ‘That’s exactly how I feel.’”

The next step to developing your brand story is identifying how your company can address and alleviate the specific problems you have identified. In a 2016 Harvard Business Review article , authors Clayton Christensen, Taddy Hall, Karen Dillon, and David Duncan suggest that you imagine your customers are “hiring” your product to perform a task. “When we buy a product,” they explain, “we essentially ‘hire’ it to help us do a job. If it does the job well, the next time we’re confronted with the same job, we tend to hire that product again. And if it does a crummy job, we ‘fire’ it and look for an alternative.” When applying this technique, ask yourself: What is the job that your customer is hiring your product to perform?

Tip: Baron urges brand designers to ask how their products are solving problems in everyday life. “Not every product is a solution,” she explains. “Products that are aspirin are musts . Vitamins are wants . Think about your product in that way. It’s a question of wants and musts . The more you can make yours a must , the more compelling it becomes.”

Choose a storytelling framework and begin brainstorming. At this stage, let the ideas flow without editing. The goal is to build a solid story structure, with a captivating beginning, tension-building middle, and a satisfying resolution. You will refine and edit your ideas later.

Tip: Baron recommends telling the truth in your origin story. “It [makes it] easy to write because it’s true and comes from an authentic place,” she says.

Review the following common storytelling frameworks. If one jumps out as particularly inspiring or well-suited to your brand, use that basic structure to being brainstorming for your brand story:

• Separation: The hero leaves home. Often, the hero feels reluctant to embark on their journey and is averse to change.
• Descent: The hero travels to a world unknown.
• Initiation: The hero experiences a series of trials that lead to encountering the primary enemy.
• Return: The hero returns home. Home is the same, but the hero has been changed in some fundamental way.

Imagine your ideal customer as the hero of the story. Does your product initiate your hero’s journey? Does it help bring your hero home in the end? Situating your product within the arc of the hero’s journey will help potential customers visualize your brand as a key part of their own story.

Origin Story: One of the most common structures for a brand story, an origin story situates a company’s current values and mission in the context of its past. These brand stories help customers understand why you started doing what you do and where you hope to go. An origin story will answer the following questions:

What is the company’s history?

Where and when was your company founded?

What is your company’s purpose, value, and culture?

What does your company do?

Why does your company do what it does?

While facts and figures are helpful and have a place in origin stories, remember to keep your story human. Don’t be afraid to share hardships you’ve had to overcome. People relate to passions, imperfections, and challenges, and sharing these with your customer will help them connect to your brand.

• Freytag’s Pyramid: Gustav Freytag, a 19th-century German novelist and playwright, developed a five-part narrative structure that he based on the most timeless fictional storylines. These five stages are the following:
• Exposition: The narrator introduces the world of the story, establishing elements such as setting and characters.
• Rising Action: Characters begin facing conflicts and challenges, including one larger, overarching challenge, that create a sense of tension.
• Climax: At the apex of the pyramid, the protagonist reaches a turning point. Conflicts come to a head.
• Falling Action: With the major conflict behind them, characters process what has happened and the drama begins to settle.
• Resolution: The narrator ties up loose ends and creates a sense of resolution.

Use Freytag’s Pyramid to build tension and resolution into your story and help make it memorable and exciting.

• Pixar Story Framework: Former Pixar storyboard artist Emma Coats developed the following simple framework for telling any story:

Once upon a time . Every day _ . One day . Because of that . Because of that . Until finally _____________.

Use the Pixar Story Framework to help simplify a brand story that is overly complex and to get to the emotional center of your story quickly.

Once you’ve brainstormed and outlined your story, it’s time to write and refine. If you take the time to work through these steps and structure your story ahead of time, the writing becomes much easier. Remember to maintain a tone that is consistent with your brand style guide and persona.

Polish your document with a thorough editing process. Check for grammar, spelling, and syntax errors. Read your story out loud to yourself. Step away from it and return with fresh eyes. Seek feedback. Where is your story compelling? Where are you bored? Does it follow the brand style guide? As you refine, consider your story’s relatability, memorability, authenticity, and shareability. Check that you are doing the following:

• Keeping the tone conversational
• Showing personality
• Ending on a positive note
• Using real-world examples, such as case studies or employee stories
• Connecting with customer’s needs
• Highlighting conflict and resolution
• Writing in your brand voice and tone
• Stating your mission as simply as possible

Once you’ve gone through internal edits, seek external feedback. If your company has ample resources, you might conduct formal consumer testing. If your company is smaller and less established, you might share your brand story with a trusted friend or colleague. Ask them non-leading questions to get feedback on how the story emotionally and functionally resonates. Some example questions include the following:

• How did the story make you feel?
• How does the company make a difference?
• What places in the story were you bored?
• Did the characters and their plotline move you? How so?
• What is needed to make the story more compelling?
• What parts aren’t necessary?

Return to your story and incorporate this external feedback. Repeat the process with multiple test groups before you finalize your draft.

Tip: Baron says the most important thing is to continually ask yourself, “How can I make this as compelling as possible so that it’s interesting and repeatable?”

Share your story through all relevant channels and tailor it for each channel. Display it on the center of your landing page. If your company has physical stores, make sure it is visible to customers when they enter. As you receive feedback, make incremental changes to improve your story over time.

Robertson encourages brand developers not to be shy about where their brand story appears. “The brand story becomes the ‘who are we’ page on your website or LinkedIn page,” he explains. “It becomes the introductory slides to a sales pitch presentation, how you project yourself to potential investors, or your message to your team to inspire their best performance.”

Tip: Baron urges brand developers to “get big on social media. The best stories are now happening on Tik Tok. Movies have gotten shorter because our attention has gotten shorter. Figure out what is the essence of the story to build around it to make it compelling and memorable.”

Brand story development doesn’t end with publication. Part of a brand story is a brand’s continued engagement with customers. After you post your story, invest time in the following:

• Engage with customers by responding to user comments.
• Encourage customers to share your story.
• Track social media metrics to see which versions of your story get the most attention.
• Analyze your metrics and use these insights to adapt and improve your story in the future.

Not sure where to start? Develop a brand communication strategy to determine the marketing channels for your brand communication plan. For more information and resources, see our guide on developing a brand communication strategy.

Use this customizable brand story building example template as a resource for developing your own. Download and follow the easy-to-follow instructions to detail your company history, mission, strategy, and to develop your brand’s persona.

Check out our complete selection of brand story templates for a comprehensive list of story-building resources.

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How to Tell a Compelling Brand Story (4 Classic Examples)

HOME » 部落格 » How to Tell a Compelling Brand Story (4 Classic Examples)

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In the fiercely competitive landscape of today’s market, the significance of a captivating brand story cannot be overstated. It is the linchpin upon which businesses must rely to secure the hearts of both new and existing customers. Beyond design, advertising, and marketing strategies, the construction of a brand identity has evolved into a potent commercial tool for attracting consumers and forging emotional connections. This article will take you on a deep dive into exploring why crafting a brand story is of paramount importance, while also dissecting four successful brand storytelling case studies.

Table of Contents

Why Craft Your Brand Story? The Benefits of Compelling Brand stories

Brand storytelling goes beyond products, weaving emotions and values to create deep connections with consumers. This powerful tool goes beyond the surface to establish profound emotional bonds between businesses and consumers, ultimately facilitating a higher level of understanding and trust in the brand.

But why opt for storytelling as your brand’s mode of presentation? Storytelling is the fundamental method of communication, capable of resonating and evoking emotions within readers and listeners. It implants impressions in their minds, cultivating emotional connections that nurture trust in your brand. Through this avenue, brand stories effectively convey values, enhancing customer loyalty. Exceptional brand narratives not only boost search engine rankings but also amplify brand exposure. Thus, crafting a compelling brand story is an unequivocally potent tool for businesses.

The Advantages of Compelling Brand stories

Elevating Brand Value through Emotional Bonds and Competitive Distinction via Brand Storytelling

• Forging Emotional Connections: Brand Storytelling Evokes Consumer Emotions, Fostering Familiarity, Understanding, and Emotional Bonds with Your Brand In the realm of strategic marketing, brand storytelling emerges as a potent tool for businesses. It serves as a conduit to establish profound emotional connections with consumers, setting your brand apart from competitors and magnifying its inherent value. Through artful brand narratives, you not only engage your audience on a deeper level but also foster an emotional loyalty that transcends transactional relationships. This distinctive bond not only differentiates you from rivals but elevates your brand into a realm where it’s not just a product or service, but a cherished part of your customers’ lives.  
• Setting Yourself Apart: Craft a Unique Brand Identity through Brand Storytelling to Stand Out from Competitors In the dynamic landscape of contemporary marketing, the utilization of brand storytelling emerges as an indispensable tactic for businesses aiming to differentiate themselves. This strategic approach allows you to carve out a distinctive brand image, enabling you to rise above the crowd of competitors vying for consumer attention. By skillfully narrating your brand’s story, you transcend the realm of mere commodities and services, becoming an entity with a compelling narrative that resonates deeply with your target audience. This resonance becomes a powerful tool in setting your brand apart, establishing a memorable and differentiated presence in a cluttered market.
• Elevating Brand Value: Brand Storytelling Augments Your Brand’s Worth, Encouraging Consumers to Invest in Your Products or Services at Premium Prices Amid the intricate landscape of modern marketing, the strategic employment of brand storytelling presents a remarkable opportunity for businesses. It’s not merely about telling a tale, but about endowing your brand with a narrative that transcends the utilitarian to resonate on a profound level with consumers. This resonance becomes a cornerstone in elevating the perceived value of your brand, subsequently fostering a willingness among consumers to invest in your offerings at premium price points. By weaving a captivating brand narrative, you position your products or services as not just commodities, but as essential components of an encompassing experience that aligns with consumers’ values and aspirations. This alignment is pivotal in shaping perceptions, fostering loyalty, and ultimately justifying the premium value associated with your brand.

Crafting Brand Story Copy: How to Weave a Compelling Story in 3 Steps

The crafting of a brand story is not a simple task, but the following steps can assist you in creating a captivating and resonant brand narrative:

Step 1: Define Brand Values and Core Mission

Before delving into writing your brand story, the crucial first step is to establish your brand’s values and core mission. This pivotal process not only clarifies your brand’s direction but also aids in identifying the emotions and messages you intend to convey through your brand narrative. Therefore, before putting pen to paper, invest time in contemplating your brand’s unique positioning in the market and the value you aspire to bring to consumers.

Step 2: Cultivate Emotional Resonance and Vision

Creating a captivating brand story necessitates the ability to stir consumer emotions. Achieving this can be accomplished by infusing emotional elements into the narrative, allowing consumers to feel connected to the emotions associated with your brand. These emotions could encompass joy, resonance, challenge, or hope. By incorporating emotional elements into your story, you foster an emotional bond between consumers and your brand. Remember, it’s essential to also showcase your brand’s vision, enabling consumers to comprehend the essence of your brand and the objectives you aim to achieve through it.

Step 3: Integrate Authentic Characters and Plotlines to Unfold the Story’s Journey

When crafting a brand story, consider incorporating real characters, plotlines, and journeys. Personalized narratives are more likely to resonate with consumers. By including authentic characters, your audience can easily immerse themselves in the story, fostering a deeper emotional connection. Moreover, weaving your brand story into a narrative with ups and downs, showcasing growth and transformation, enables consumers to better comprehend your brand’s evolution, enhancing the authenticity of the narrative.

Throughout the process of crafting the entire brand story, it’s essential to prioritize conveying emotions while maintaining the authenticity and credibility of the narrative. This approach helps establish a distinctive and profoundly meaningful brand image in the minds of consumers, enabling your brand to stand out in a fiercely competitive market.

Does Brand Storytelling Truly Make a Difference? Analyzing 4 Classic Brand Story Examples

The Profound Impact of a Successful Brand Story: Unveiling the Surprising Benefits Prepare to be amazed by the extraordinary potential a successful brand story can unleash! The initial impression your brand story creates significantly influences consumers’ purchasing decisions. To demonstrate this concept, let’s delve into four exemplary case studies that showcase how renowned brands have masterfully crafted their own brand story marketing campaigns. Through these illuminating examples, you’ll gain insights into the art of crafting compelling narratives that not only capture attention but also leave an indelible mark on the minds and hearts of consumers. Witness the transformative power of strategic storytelling that shapes brand perception and enhances consumer engagement.

Compelling Global Brand Narratives: Decoding the Enchanting Stories

Today, we embark on a journey through the captivating world of internationally renowned brand stories. We present to you two iconic international brands, delving into the very essence of their brand narratives. This in-depth exploration aims to unravel the secrets behind the irresistible appeal of their stories. As we analyze these renowned case studies, we shed light on the intricacies that make their brand stories so compelling. Through this lens, we aim to provide you with actionable insights that can transform your own brand narrative into a powerful tool for engaging and captivating your target audience.

Coca-Cola: Transitioning from Sweetness to Happiness, Crafting an Enduring Refreshment Brand Narrative

Coca-Cola is a household name in carbonated beverages, thriving on its emotionally resonant and joy-Infused brand narrative

Coca-Cola’s brand narrative traces back to 1886, when its founder, John S. Pemberton, concocted a distinctive flavored syrup in Atlanta. He took this creation to his local pharmacy, where the syrup was mixed with carbonated water, birthing a refreshingly unique soft drink that could be sold from soda fountains. Initially, the brand’s hallmark was its closely guarded secret formula. However, as eras passed, Coca-Cola gradually evolved its brand story, emphasizing not only the delectable beverage it offered but also the happiness derived from sharing moments with family and friends. Over time, Coca-Cola’s advertising and marketing endeavors began highlighting themes of togetherness, laughter, and celebration. This strategic shift in narrative positioned the brand as a facilitator of joyful gatherings. The result? Consumers perceive their Coca-Cola purchase not merely as acquiring a beverage but investing in the emotional happiness that accompanies shared experiences. Delve into our comprehensive analysis of Coca-Cola’s journey and discover the strategic shifts that have propelled it to its esteemed position today.

These stories carry with them an invaluable positive emotion, one that resonates universally among global consumers. This resonance creates a powerful link that transcends mere transactions, making consumers feel that their engagement with the brand goes beyond the acquisition of a beverage – it’s about embracing the flavor and sharing the joy.

LEGO: From Plastic Bricks to Infinite Imagination, Crafting a Brand Story that Reshapes Children’s Creativity

Let’s delve into the inspiring brand story of LEGO, a name synonymous with creativity and play. Starting as humble plastic bricks, LEGO has evolved into a symbol of boundless imagination and limitless possibilities, profoundly impacting children’s cognitive development. In this exploration, we dissect the stages of LEGO’s brand journey, from its inception to its modern status as a global creativity powerhouse. We delve into the strategies that have enabled LEGO to cultivate an educational yet entertaining environment that nurtures young minds. Discover how LEGO’s brand narrative is more than just building blocks – it’s a testament to the brand’s dedication to fostering innovation, cognitive growth, and endless fun for generations of imaginative minds. 🔗 Learn more about the transformative journey of LEGO’s brand story: [Link] Meta Description: Uncover the evolution of LEGO’s brand narrative from plastic bricks to inspiring imagination. Explore how LEGO reshapes children’s creativity through strategic branding. Read more at [Link].

Let’s journey into the realm of Lego, a time-honored brand originating from Denmark, that has left an indelible impact on generations. The brand narrative that emanates from Lego carries the enchantment of boundless creativity and the joy of play. The story of Lego commenced in 1932, with its roots in a modest carpentry workshop founded by Ole Kirk Christiansen. This humble beginning gradually transformed into a globally renowned toy brand.

Play Well” for Cultivating Creativity and Imagination At the heart of Lego’s philosophy lies the fundamental principle of “play well.” They firmly believe that through play, children develop creativity, imagination, and problem-solving skills. The brand name “Lego” originates from the Latin phrase “leg godt,” which aligns seamlessly with their core belief of fostering joyful play. This name encapsulates the brand’s commitment to children’s growth and creativity. It allows children engaged in play to harness boundless possibilities using a limited set of elements.

Lego’s Brand Story Comes to Life in Every Brick, Encouraging Children to Build, Create, and Express Through Play In the intricate design of every Lego brick lies the embodiment of the brand’s narrative – a narrative that encourages children to explore, create, and communicate through the medium of play. Lego’s brand story not only resonates in their products but also underscores their commitment to crafting toys that are safe and of premium quality. This dedication instills trust in both parents and children alike. Rooted in these brand values and product attributes, Lego has garnered global adoration, becoming a synonym for a product that consistently nurtures children’s creativity. The brand’s focus on safe play and high-quality craftsmanship has rendered it a cherished choice among families worldwide.

Prominent and Captivating Brand Stories from Taiwan

Exploring Intriguing Brand Stories from Taiwan: Unveiling the Secrets Behind Their Allure In our quest to understand the art of compelling storytelling, we’re excited to spotlight two more prominent Taiwanese homegrown brands. Join us as we dissect the unique aspects that make these brand stories so captivating. By delving into their narratives, we aim to unravel the key elements that draw audiences in and establish an emotional connection. These local brand stories not only reflect the essence of their origin but also demonstrate how effective storytelling can forge lasting impressions in the hearts and minds of consumers. Get ready to uncover the strategies that have elevated these brands to the forefront of consumer engagement.

Chun Shui Tang: Modern Interpreters of Tea Culture, Pioneering a Palate-Transforming Brand Narrative

Taiwanese Local Brand “Chun Shui Tang”: Rooted in Taichung, Pioneering Modern Tea Culture Interpretation Originating from Taichung, Taiwan, the local brand “Chun Shui Tang” emerges as a contemporary custodian of tea culture. Founder Liu Han-Jie’s dedication to the art of tea and his fervent passion have propelled this brand into crafting a unique narrative that resonates deeply with enthusiasts. Discover the intriguing story behind Chun Shui Tang’s journey, as we delve into the founder’s profound research and unwavering enthusiasm for tea arts. Uniting tradition with innovation, this brand stands as a testament to the seamless fusion of heritage and modernity.

The brand story narrates how the founder embarked on infusing the ancient elegance of tea into modern life, birthing a distinctive genre of chilled tea. With audacious creativity, they transformed the tradition of hot tea into the refreshing sweetness of iced tea, crafting the iconic “Bubble Milk Tea” using the innovative technique of shaking with a shaker. This novel tea concept garnered widespread attention, successfully pioneering a new trend in chilled tea beverages.

As the brand evolved, “Chun Shui Tang” embraced continuous innovation, weaving tea culture into its identity. The brand assimilated tea concepts from around the world, allowing consumers to relish the joy of tea across various moments and settings. With the enrichment of its brand narrative, Chun Shui Tang’s pearl milk tea transformed beyond being a mere beverage; it became a cultural emblem and flavor. Their success story places a strong emphasis on inspiring individuals to pursue their aspirations, fostering an environment of innovation and breakthroughs. This emphasis enables consumers to feel the brand’s resolute dedication to dreams, generating a resonating connection.

NET: Evolving from Originality to Streamlined Modernity, an Intellectual and Emotional Leader in Apparel

Embark on a journey through the brand narrative of NET Apparel, a story rich in transformation and innovation. Since its establishment in 1991, NET has been rooted in a foundation of Western casual style. Catering to the diverse needs of families, NET offers a range of products spanning from children’s wear to homeware, presenting a unique market differentiation. Following a branding crisis in 2004, NET underwent a transformation, emphasizing the ethos of affordable fashion. With an unwavering commitment to quality and design, NET rekindled its emotional connection with consumers. The shift not only enabled NET to rise from the crisis but also reinforced its position as a provider of accessible, high-quality fashion.

NET Brand has long been committed to the ethos of affordable fashion, offering high-quality and stylish products at accessible prices. While not merely a marketing slogan, NET’s dedication to affordable fashion has been woven into its foundation for years. Even before “affordable fashion” became a trend, NET had already laid the groundwork for this approach. NET’s brand story serves as an inspiration for businesses to prioritize innovation and resonates with the emerging workforce entering the market. The unique brand image of NET, characterized by constant evolution and unwavering commitment, exemplifies the path to successful brand management.

Recommended Tools for Crafting Your Brand Story

Have these insightful tips about crafting brand stories given you a better understanding of the creative process? As a bonus, we’d like to recommend a handy tool called “Genape” that can aid you further. By inputting your product’s main keywords into the brand planning template, “Genape” automatically generates captivating brand stories for you. What’s more, it can create multiple variations of the copy, allowing you to freely adjust the tone and descriptions. With just a click, you can effortlessly generate high-quality brand stories, providing you with an endless source of inspiration!

Genape also offers a variety of online marketing copy templates, allowing you to unleash your unlimited creative potential whether you have writing experience or not. With Genape, you can instantly experience the tool and start showcasing your copywriting skills, making your content even more captivating!

Let’s start free trial today!

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The StoryBrand Framework: A Complete Step-by-Step Guide

The StoryBrand Framework has revolutionized how businesses talk to their customers. By creating a clear and compelling story, brands can engage audiences like never before.

This guide will explore the 7-part StoryBrand messaging framework, providing practical examples and insights to help you become a master of this transformative approach.

Why do we Need a Messaging Framework?

Most businesses waste enormous amounts of money on marketing.

Because marketing today tends to ignore most people, causing most customers to ignore marketing in return.

So what's the solution?

The key is to craft a compelling messaging strategy that resonates with the core challenges and aspirations of your ideal customers.

By truly understanding your audience's needs and desires, and reflecting them in every touch point of your brand.

This approach ensures that when potential customers visit your website, receive an email marketing campaign, or see one of your ads, they don't just grasp what you do. They deeply understand the unique value proposition that sets your brand apart from competitors.

And the ultimate goal of this effective marketing strategy?

To position your services not merely as an option but as the clear, standout choice for customers' needs, effectively winning both their hearts and minds.

Before StoryBrand, businesses longing to harness the power of storytelling were left to their own devices, with no set frameworks or methodologies to lean on. It seemed that captivating, epic stories were reserved only for certain businesses. But StoryBrand changed the game, enabling businesses at any stage, from sprouting startups to multi-billion-dollar enterprises, to unlock the rich benefits of structured storytelling.

As business leaders, we've all felt the frustration of seeing most customers overlook our marketing efforts. Here at Creativeo, we've come to a revelation: most customers ignore marketing simply because most marketing ignores the people it's trying to reach.

With the StoryBrand Framework, we bridge that gap, connecting brands with real people through compelling, human-centered narratives.

What is the StoryBrand Framework?

Picture your customer at the center of a journey, facing challenges and seeking solutions. Now, envision your business as the guide that leads them to success. That's the essence of the StoryBrand Framework.

In practical terms, StoryBrand is about positioning your customer as the focal point and your brand as their trusted ally. It's a strategic approach that fosters connection and engagement, all structured around seven fundamental parts. This method not only humanizes your marketing but also aligns your messaging with what truly matters to your audience.

The Brainchild of Donald Miller

Donald Miller , the mind behind this messaging framework, is not just a marketing genius; he's a storytelling expert. An author turned marketing maestro, Miller realized that the elements that make a great story also make a fantastic marketing strategy. And thus, StoryBrand was born. It's like crafting a compelling narrative for a bestselling novel, but for your business!

The 7 Part Framework. The StoryBrand Brandscript.

To help you refine your Brandscript, let’s recap the 7-principles of the Storybrand framework:

• A Character : Define the customer's desire.
• Has a Problem : Identify and address the problems.
• And Meets a Guide : Present your brand as a guide.
• Who Gives Them a Plan : Outline the plan or process.
• And Calls Them to Action : Create a compelling call to action.
• That Helps Them Avoid Failure : Outline the risks of not acting.
• And Ends in Success : Describe the successful resolution.

See? It's like piecing together a jigsaw puzzle, and when it's complete, you've got a blueprint for connecting with your customers in a way that's real, human, and downright effective.

Principle 1: Who does your customer want to become?

In storytelling, the story begins when the character (your customer) wants something. But more important than just wanting something, they aspire to become someone.

It is your job to know clearly what your customer wants. When you can clearly identify what your customer wants, you invite them into a story that has a clear direction. More customers will find themselves in the narrative you're inviting them into, and more of them will engage with your brand.

In part 1 of the framework, you need to articulate what you offer in a way that is clear to your customer. As Donald Miller says, "don't make your customer burn calories to understand what is it that you do."

Why this is critical:

Most businesses make the mistake of telling their own story, why they exist, what makes them great or why they started the company. This violates the first and vital Storybrand principle that your customers are the hero, not your brand!

How do you uncover what your customer wants?

• Ask your clients straight-up what do they want
• Be aware that when asked, people tend to list too many things that they want
• Look at review sites from your key competitors. You want to capture your customer's voice and public reviews are a great way to uncover the desires and problems of your ideal clients.
• Conduct customer interviews/surveys

When you can clearly describe what you offer, more of your ideal customers will engage with your brand.

Common Mistakes to Avoid

• Brands tend to choose too many things. The customer can only want one thing. Pare down your customers wants down to one thing that is extremely clear and simple.
• Avoid using inside language. This part should be so simple that a third-grader could understand it.
• Avoid having your customers burn too many calories. If they have to ask the question "what does that mean?" it is too complicated.

Examples of what your customer might want

• My business needs more quality leads
• I want a new website that is beautiful but powerful in converting visitors  
• I want to successfully home school my children (homeschooling platform)
• Reliable internet for their home office

But, what if your business has multiple heroes (customers) who want different things? See if there's an umbrella idea that can incorporate all the things customers want. For example:

• Creativeo (our own business) — sometimes our customers wants a website or help with their StoryBrand messaging, but the umbrella under which all of our services falls under is an ROI with their marketing spend.
• Nike  — sells different atheltic shoes. They have different customers who want different types of shoes (basketball, tennis, soccer, casual, etc.) but the umbrella under which all of those falls is athletic shoes.

Principle 2: What are your customer's external, internal, and philosophical problems?

Your customer has a problem that is getting in the way of what they want.

Any good story gets interesting when a conflict is clearly defined. Your brand must always be clear about what the customer’s problem is and it must talk about your customer's problem.

And never forget the simple truth that your customer is only looking for your product/service because you help them solve a problem. If you stop talking about your customer's problem, they stop paying attention to you.

A breakdown of the StoryBrand Problem Section

There are three levels of problem that your customers are facing.

• External — this is the physical, tangible thing that's getting in your customer's way. What obstacle do they have to overcome in order to get the thing they want?
• Internal — The external problem is causing an internal problem the customer feels and wants to resolve even more than the external problem. The internal problem is all about the frustration your customer is experiencing. This is usually a feeling like: frustrated, embarrassed, confused, alone.
• Philosophical — This is the epic injustice your customers are facing as a result of dealing with the external problem. When trying to understand the philosophical problem your customer face, ask youself why it is "just plain wrong" for your customers to have to deal with this kind of challenge.

How to uncover the three level of problems your customers are experiencing?

Here are some questions to ask:

• What problem is our customer facing that we can solve? 
• How does the problem make them feel?
• How would we tell our customers that the problems they are facing are just plain wrong? 

Common Mistakes with this Principle

• Avoid identifying too many problems
• A failure to connect the three level of problems. Make sure the internal and philosophical problems are related to the external problem.

Problem Section Examples

From a winery client.

Second example from a consultancy group that works with fortune 1,000 companies on an innovation framework.

Principle 3: Be the Guide, Not the Hero

In part 3, you position your brand as the Guide in your customer's story.

The big "Aha!" moment of the StoryBrand Framework is like flipping the script of a classic tale: you're not the dashing hero; your customer is!

So why does this come first in our storytelling journey? Because it's where your brand gets a cameo, not as the star, but as the wise Guide. Your role isn't to steal the limelight but to shine it on what your customer craves and the pesky obstacles they're grappling with. You matter, not because you've framed a story about how awesome you are, but because you're focusing on what your customer wants and the hurdles that are tripping them up.

The key to positioning yourself as the Guide is to express empathy and authority .

Questions to ask to uncover the empathy and authority statements

• What's your common ground with your customer? Have you ever walked in their shoes, feeling the same pinches and pressures they're going through?
• How have your experiences mirrored theirs, especially in the challenges you've both faced?
• Have you been the guide for others, helping them overcome the very problems your customers are grappling with right now?
• Got any raving testimonials? Share the stories of success where you've played the hero's guide, helping others triumph over those tricky obstacles. Think not just customer reviews but success stories.

But hey, a word to the wise: people often slip up in this section by:

• Brandishing an authority that's a mismatch for their customer's problem. Make sure you've got the creds that count for your customer's journey.
• Overdoing the empathy bit. A heartfelt connection is awesome, but don't pen a novel. Keep it real, relatable, and just the right length.

Empathy & Authority Examples

Empathy Example #3

Principle 4: Give your clients an easy step-by-step to move forward

To be the guide, you need to lead well - a greater leader is one who paves the road ahead for others to follow.

Why do you think people need agendas, itineraries, and maps?

Because people want to anticipate the next step. Same thing on your website.

That’s why the fourth StoryBrand marketing principle is to give your customers a step-by-step  plan to move them forward. If you don’t, there’s a higher chance of them failing to take the next action.

By simply listing three to four steps, you increase the probability of your customer making the leap to do business with you.

Crafting a step-by-step plan is like giving your customer a treasure map to success. It clears away the fog of doubt, anxiety, or confusion that might linger around the 'What's next?' question. With a plan in hand, doing business with you becomes a walk in the park – simple, straightforward, and inviting. It's not about challenging them with a maze; it's about leading them down a clear path where every step feels as easy as a Sunday stroll.

Questions to ask to help you craft the right Plan section of your brandscript

• Can you simplify your process into a nifty three-step dance? What's the essential groove?
• What prep work does your customer need before joining hands with you? Any warm-up exercises?
• How does your tango differ from your competitor's waltz? What makes your rhythm unique?
• Can you name each step of your dance with snappy titles that catch the eye in a flash?

But don't let your enthusiasm run wild! Common missteps here include:

• Jiving with inside language. Keep your steps breezy and transparent. Imagine you're teaching a beginner's class – your language should be as clear and inviting as an open dance floor.
• Don't over-complicate the plan
• Avoid focusing too much on features.
• Don't include too many steps. Never let your plan be more than 3-4 steps.

When it comes to guiding your client, there are two main paths to consider:

• Pre-Purchase Plan : Think of this as the 'getting to know you' phase. It outlines the steps your customer will take to engage with your brand or utilize your product or service. For example: Schedule a friendly chat --> Diagnose the issue together --> Collaboratively create a plan
• Post-Purchase Plan : This is the 'after the handshake' stage, detailing the steps your customer will follow once they've invested in your product or service. For example: Access weight loss insights --> Enjoy personalized coaching --> Join a supportive community

As you sketch out these plans, aim for concise titles for each step. A few well-chosen words keep it clean and easily digestible, especially when presented on a website.

Lastly, don't let the process end in ambiguity. Ensure your client reaches a clear decision. A casual conversation is a great approach; professionalism doesn't mean complication. Remember, clarity is key, and a well-laid plan sets the stage for a confident journey with your brand.

Principle 5: What is your main call to action?

What do you want your customers to do? Shop Now, Place an Order, Download Now, or Schedule a Free Call!

That’s your clear call to action - the obvious invitation to do business with you.

In addition to your main call to action, your website needs a transitional call to action. This gives customers a low stake commitment to engage with your business when they’re not ready to buy just yet.

Based on an experiment by Unbounce on call to actions that convert, they uncovered that two questions can help you write effective CTA button copy:

• What is my prospect’s motivation for clicking this button?
• What is my prospect going to get when they click this button?

If you can answer those two questions clearly, you’ll have a strong CTA button.

Next, you want to think about your Transitional Call to Action. This is a second call to action for customers who are not ready to buy from you but are looking for more information.

• Lead-generating PDFs
• Free Samples
• Discount Codes
• Free e-Book

Your transitional call to action should entice someone to give their email address in exchange for the incentive.

In the StoryBrand framework, a transitional call to action (CTA) typically serves as a low-risk entry point for potential customers. It's not asking for a major commitment; instead, it's inviting them to take a smaller step that helps build trust.

Here are five examples:

• Download Our Free Guide : "Ready to dip your toes into the world of gourmet cooking? Download our free guide, '5 Easy Gourmet Recipes,' and start impressing your guests tonight!"
• Schedule a Free Consultation : "Curious about how our marketing services can boost your business? Let's chat! Schedule a free 15-minute consultation, and we'll explore the possibilities together."
• Watch Our Video Tutorial : "Want to see our software in action? Watch our quick video tutorial and discover how easy managing your finances can be. No strings attached, just press play!"
• Join a Free Webinar : "Interested in learning more about sustainable living? Join our free webinar this Saturday. It's a casual and engaging way to explore how small changes can make a big impact."
• Take Our Quick Quiz : "Not sure which of our skincare products is right for you? Take our quick, fun quiz to find your perfect match. Your skin will thank you!"

Each of these examples provides a gentle nudge to the customer, inviting them to engage further without feeling overwhelmed. They align with the StoryBrand philosophy by being customer-centric and focusing on guiding the customer along their journey.

Principle 6: Have you identified what is at stake?

In the official Storybrand framework - the success principle comes before the failure principle but in action on your website, the problem is agitated before the solution.

So as a certified Storybrand guide, I tend to start with principle #6 by identifying what is at stake.

If you’ve clearly identified your customer’s problem, it is your responsibility to amplify the consequences of not solving that problem.

Before you paint the picture of the promised land your customer seeks, you must clearly get them to visualize the consequences of not solving the problem.

What is the opportunity cost if things continue the same way? How many potential leads and clients will you lose to your competitors?

Principle 7: Have you helped your hero imagine what success looks like?

This is one of my favourite principles  - what does success look like once you have helped the hero successfully solve their problem?

Your aim is to help your client imagine the success they can experience after engaging with your business.

Both imagining success and failure need to be highlighted on your website to effectively motivate your customer to action.

Next Step: Putting It All Together

Now you can turn your Brandscript into copy. We call this your Brandscript Script. Here's an example from our about page.

Here's another example from a recent project.

Is the StoryBrand Framework the Same as Customer Personas? 

From Hubspot buyer persona template to the Business Model Canvas to the Customer Journey Map to Jobs to be Done (JBTD) , there are endless frameworks to uncover your customer personas.

As good and helpful these personas are, I believe the Story Brand framework is in a league of its own to help you uncover what your customer wants and to craft compelling messaging that engages them emotionally.

Combining Both Approaches

While they have different focal points, the StoryBrand Framework and marketing customer personas can complement each other:

• Use Personas within StoryBrand: You can use detailed personas to inform the creation of your StoryBrand narrative, ensuring that the "hero" of your story resonates with your specific target audiences.
• Unite Branding and Targeting: The StoryBrand Framework can guide the overarching narrative and messaging, while customer personas help tailor how that message is presented to different segments of your audience.

Additional Resources to Learn about the StoryBrand Messaging Framework

• Hire a StoryBrand Guide like Creativeo to help you take the guesswork out from crafting your clear and compelling StoryBrand messaging strategy.
• Read Donal Miller's Building a StoryBrand book.
• Schedule a 15-minute discovery call with one our team
• Utilizing your Brandscript, work on your StoryBrand one-liner

How to Implement Your StoryBrand Brandscript?

• 01 : Clarify your marketing message strategy using the StoryBrand 7-part framework
• 02 : Craft your one-liner
• 03: Write out your Brandscript script using your 7 part framework

1. Understand Your BrandScript Thoroughly

• Familiarize yourself with the seven parts of the StoryBrand Framework.
• Define the character (customer), the problem, the guide (your brand), the plan, the call to action, and the success and failure outcomes.

2. Align Your Entire Team

• Ensure that everyone in your organization, from marketing to sales to customer service, understands the BrandScript.
• Encourage consistent use of the language and themes across all departments.

3. Create Customer Personas

• Identify your target customers' needs, desires, and pain points.
• Use these personas to shape the "character" in your BrandScript.

4. Revamp Your Website and Marketing Materials

• Update your website’s messaging to reflect the StoryBrand BrandScript. Start by creating a wireframe following the StoryBrand Website Blueprint.
• Ensure that the language, visuals, and user experience all align with the script. For inspiration, check out our StoryBrand Website Examples.

5. Develop Content That Resonates

• Create blogs, videos, social media posts, and other content that speaks directly to the customer's journey as defined in the BrandScript.
• Include clear calls to action that guide customers to the next step.

6. Integrate the BrandScript into Sales Processes

• Train your sales team to communicate using the framework.
• Develop sales scripts and materials that reflect the BrandScript.
• Ensure your proposals agitate the problem your customers are experiencing.

7. Monitor and Adjust

• Regularly review how your BrandScript is resonating with customers.
• Adjust as needed based on customer feedback, analytics, and other insights.

8. Utilize Transitional Calls to Action

• Include lower-commitment CTAs (like free guides or webinars) that align with the BrandScript to gently guide customers along the journey.

9. Consider Professional Guidance

• If needed, find a Certified StoryBrand Guide to help with implementation, ensuring that your BrandScript is fully optimized.

Implementing your StoryBrand BrandScript is more than just a one-time exercise. It's a continuous effort to ensure that your brand's messaging is clear, consistent, and focused on guiding your customers toward success. By following these steps, you'll create a powerful narrative that not only resonates with your target audience but also sets your brand apart in a crowded marketplace.

More StoryBrand Insights.

Your USPs. The Secret Sauce of Your StoryBrand Authority

Storytelling for Purpose-driven Businesses – How to Create a Narrative that Engages

StoryBrand One-Liner Examples: Your Ultimate Guide to Crafting and Implementing Clear, Compelling One-Liners

The actionable guide with real examples.

7 mistakes on your website that are costing you business..

Deciding to StoryBrand your business is one thing. Finding the right Certified Guide to help you is another. We make sure our process is a good fit for your business and guarantee the ROI on our work so you can drive growth for your business.

Free Brand Story Templates

By Joe Weller | October 13, 2021

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We’ve compiled the most useful free brand story templates for CEOs, CMOs, brand managers, creative directors, marketers, and advertisers, as well as helpful tips for filling out these templates. 

Included on this page, you’ll find a brand story template , a brand story worksheet template , a brand story website template , and a brand story presentation template .

Brand Story Template

Download Brand Story Template Microsoft Word | Adobe PDF | Google Docs

Use this comprehensive brand story template to write a successful branding narrative for your company. Enter details about your company’s history, purpose, values, and culture, as well as what you do and why you do it. The template also includes sections to detail brand positioning and strategy, brand attributes, and brand story-friendly facts and figures, as well as executive bios, which flesh out how each principal contributes to your brand’s unique story. This dynamic brand story template helps you create an easy-to-understand, engaging, and memorable story that elicits an emotional response — and long-term customer loyalty — from your target audience.

Brand Storytelling Template

Download Brand Storytelling Template Microsoft Word | Adobe PDF | Google Docs  

Your brand story is a narrative of your company’s history, purpose, values, and culture, as well as what you do and why you do it (e.g., “We want to improve the state of the world by switching as many drivers as we can to electric vehicles for positive environmental impact”).

While the why of your brand is the most important component, your brand story is also about your customer’s journey: who they are, what problems they face, and how they use your products or services to find a beneficial solution. You might think of your customer as the “hero” of your company’s brand story. 

A strong brand story creates an emotional connection between brand and customer. As a result, you’ll build brand loyalty, which translates to life-long partnerships and further makes your customers more receptive to upsell opportunities. 

This brand storytelling template turns your company’s brand into a story by providing narrative details about who you are as a brand, who your target audience is, what issues your customers face, how your solution helps them succeed, and the positive end-result from your customers using your products and services. 

For details on standardizing how you communicate about your brand, see Smartsheet’s “ Brand Style Guide Templates .”

Brand Story Worksheet Template

Download Brand Story Worksheet Template Microsoft Excel | Google Sheets  

A strong brand story not only increases your visibility in the marketplace, but it also elicits an emotional response from your customers, which results in long-lasting customer relationships and increased sales. Use this customizable brand story worksheet template to capture the details of your brand’s story. This unique template helps you give voice to your company, your customers, the issues they face, and the ways your offerings help them succeed.

Building a Brand Story Template

Download Building a Brand Story Template Microsoft Word | Adobe PDF | Google Docs  

One way to build long-lasting customer relationships and increase sales is by evoking an emotional connection from your target audience. Use this template to build your larger brand story. 

In order to effectively establish this connection with your customers, you’ll need to define your company’s why (e.g., the  present, historical, and ethical reasons you are in business, and what your company is passionate about). By answering the questions in this template to unearth your brand story and, in turn, to build better customer recognition and customer loyalty, you instill a higher rate of employee motivation and increase your revenue. 

For help ensuring your brand is the best it can be, read Smartsheet’s “ Brand Audit Templates .”

Brand Story Ideas Template

Download Brand Story Ideas Template  Microsoft Word | Google Docs

Fill in this brand story ideas template, which comes with editable example text, to cover all the essential components for creating a successful brand story. The template provides a framework for you to brainstorm about your brand’s story, including who you are (e.g., company history and mission) and what you do (e.g., the services you provide and who your customers are). The template also includes space to detail how you do what you do (e.g., what makes you successful and how you outperform your competitors) and the all-important why (e.g., what drives you, what positive change you are trying to make in the world). 

This brand story ideas template is the perfect jumpstart you need to tell your brand story and to make a significant impact with existing and potential customers. 

For helpful details on bringing your branding ideas to life, see Smartsheet’s “ Brand Brief Templates .”

Brand Story Presentation Template

Download Brand Story Presentation Template Microsoft PowerPoint | Google Slides  

This presentation-ready brand story presentation template is the perfect tool for you and your team to create — and present — your organization’s brand story. The template provides a structure to enter details about your company’s history, purpose, values, the crucial why , brand attributes, positioning and strategy, and facts and figures. Plus, it prompts you to detail how your key employees work to ensure that your brand is the best it can be. Home in on your brand’s narrative — one with an arc that motivates employees and acquires new customers — with this engaging brand story presentation template.

For more on brand presentations, see “ Free Brand Presentation Templates .”

Brand Story Printable Template

Download Brand Story Printable Template Microsoft Excel | Microsoft Word | Adobe PDF

Use this print-friendly template to capture both the broad strokes and the minute details of your brand narrative. Describe your company’s history, pursuits, customers, long-term vision, and strategy, as well as how your brand aims to reach its goals. This all-inclusive template helps you define your brand messaging, mission statement, vision, and brand personality in order to create a story that accurately reflects the reasons you’re in business and the ways you surpass your customers’ expectations.

Brand Story Website Template

Download Brand Story Website Template Microsoft Word | Google Docs  

Account for every facet of your successful brand story with this easy-to-use, web-friendly brand story website template. Enter details about your company’s history, what you do and why, details about your target audience, the issues your customers look to you to solve, and other brand story-related details that will instill trust in your customers and inspire customer loyalty.

Brand Narrative Framework Template

Download Brand Narrative Framework Template Microsoft Word | Adobe PDF | Google Docs

A brand story is about relationships: you, your employees, and — most important — your customers, who are the heroes of your brand story.

To tell a good story, you need a narrative framework, so that all of your brand’s attributes can provide a historical context for your target audience and explain to them what products and services you offer, as well as why you are in business to serve them. Use this brand narrative framework template to capture all necessary points surrounding your brand (company history, values, purpose, reasons, positioning, and supporting data), so that you can tell an effective story and acquire and retain loyal customers.

For more on building strong brand frameworks, see Smartsheet’s “ Free Brand Pyramid Templates .”

Building a Brand Story Template Example

Download Building a Brand Story Template Example — Microsoft Word

Use our pre-filled brand story building template as both an example of a finished brand story and as a resource for creating your own. Download and follow the instructions to help articulate your company history, define your mission, refine your strategy, and develop your brand’s persona.

Brand Credo Department Worksheet Template

Download Brand Credo Department Worksheet Template

Microsoft Word | Google Docs

Developed with branding expert (and founder and CMO Beloved Brands Inc ), Graham Robertson, this brand credo department worksheet template is a tool that helps departments articulate how they deliver on their brand promise using the Beloved Brands framework. Use this worksheet to get separate departments on the same page about how they articulate and deliver on their brand promise.  

Brand Credo Individual Employee Worksheet Template

Download Brand Credo Individual Employee Worksheet Template

Developed with branding expert Graham Robertson, this brand credo worksheet template helps employees personalize their brand support using the Beloved Brands framework. Distribute this worksheet to employees to help them tap into their personal motivations for supporting your brand promise, values, and core beliefs.

What Is a Brand Story Template?

A brand story template is a framework you can use to communicate what your company does and why. A brand story can help you identify ways to inspire emotional connections with customers, build brand loyalty, and establish upsell opportunities. 

As the key narrative of your company’s history, purpose, values, culture, as well as what you do and why you do it, your brand story carries a lot of weight. Not only does your brand story have the potential to increase customer loyalty and inspire engagement, it also has the power to build long-lasting trust. 

As the advertising guru Simon Sinek says, “People don't buy what you do; they buy why you do it. And what you do simply proves what you believe.” While components of your brand’s story (such as your company history, customer profile,  purpose, values, positioning and strategy, brand messaging, company mission) are all important, the why will ultimately attract customers and lead to long-lasting relationships. 

As the hero of your story, your customer should have the following character arc: 

• They have a problem. 
• They use your products or services. 
• They find your offerings to be beneficial. 
• They feel an emotional connection to your brand. 
• They are inspired to take action. 
• They become a lifelong, loyal customer and recommend your solutions to others. 

A brand story template turns your company’s brand into a story by providing narrative details about your company, your customers, the issues your customers face, how your solution helps them succeed, and the positive end-result your customers experience from using your product or service. 

To establish a positive emotional connection — that is, to be recognizable, trustworthy, and impactful — you’ll need the following brand story components: 

• Company History: Provide details about your company, including company name and the story behind it, when you were established, where you’re located, and how long you’ve been in business. 
• What You Do: Provide details about the major activities and services that your company performs or provides. 
• How You Do It: Provide details about how you do what you do as a company (i.e., the logistics of how you provide your products and/or services). 
• Why: Provide details behind what drives your company to do what it does — e.g., what is your company’s primary belief, purpose, or cause? Why does your organization exist? This is the key to your brand story.
• Customers: Provide details about your customers, including where they’re located, why they are your target audience, what they’re looking for through products and services, and why you’re their best option. 
• Customer Issues: Provide details about the challenges your customers are facing and the most optimal solutions. 
• Positive Results: Provide details of how and why your solutions should result in a positive brand experience for your customers.  
• Company Purpose: Provide details about your company’s purpose (i.e., who you are and why you exist). 
• Company Vision: Provide details about your company’s vision (i.e., a mental image of what your company should eventually achieve). 
• Company Mission: Provide details about your company’s mission. Ultimately, intention should support your company’s vision and inspire a sense of purpose in your employees and customers. 
• Company Values: Provide details about your company’s values (e.g., respect, integrity, innovation, customer-focused, trust). 
• Company Beliefs: Provide details about your company’s beliefs (e.g., “We believe in improving local communities and making the world a better place by helping our clients achieve their goals”). 

Additionally, some brand story templates may include the following important brand story details, which serve to further ensure that your company’s brand elicits a strong emotional connection with your customers:  

• Positioning and Strategy: Provide details of your company’s place in the market, its pursuits, acquisitions, and long-term strategy, including how your brand aims to reach its goals.
• Company Culture: Provide details of the behaviors and all-around attitude of your company and employees. 
• Brand Attributes: Provide details about your brand’s verbal and visual messaging, as well as any branding collateral you have at your disposal and how it helps your customers succeed. 
• Facts and Figures: Provide facts and figures about your company and their offerings to help support your brand’s story. 
• Executive Bios: Provide one- to three-paragraph bios for each of your company’s key stakeholders (e.g., CEO, VPs, CMOs), including their background, their current roles and major contributions within your company, and how they support your company’s values, vision, and goals.

Build Customer Loyalty with Free Brand Story Templates in Smartsheet

The best marketing teams know the importance of effective campaign management, consistent creative operations, and powerful event logistics -- and Smartsheet helps you deliver on all three so you can be more effective and achieve more. 

The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed.

When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time. Try Smartsheet for free, today.

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Get Inspired By The Best Branded Presentation Examples We’ve Seen

Creating branded presentations is a cornerstone of modern business.

If you think about it, we usually use presentations to convince people to experience our brand - either as a client, employee, or investor. Let’s say in client meetings, webinars, or pitch competitions. These are important events that could make or break future partnerships for the success of your business.

So, paying close attention to how our presentations look and how our brand is represented is crucial . Today, we will show you everything you need to know about creating branded presentations.

Start with the basics! - Or, as always, you can skip to your preferred section:

What is a Branded Presentation?

Why are branded presentations important, check out some creative branded presentation examples.

• 1.- Adidas Branded Presentation
• 2.- McDonald’s Corporate Presentation
• 3.- IBM Creative presentation
• Ready to start branding your presentations? Check out a brand presentation template [FREE]
• It’s your turn to brand your presentation: How do you brand a PowerPoint presentation?

This is how you can get a branded PowerPoint presentation too!

A branded presentation is a set of customized PowerPoint slides with your own company’s design style . In simple words, your branded presentation has your logo, brand colors, fonts, photography style, and other elements from your company's visual identity.

Furthermore, your corporate brand identity also embraces your tone of voice and key messages, which you can add to your branded presentation to better reflect your essence as a company. This means you get to showcase your ideas and professional work in a presentation that fully represents who you are .

A branded presentation helps you build the right impression of your company on people , even before they’ve tried any of your products or services. It also:

• Distinguishes your offering from competitors: In the competitive business landscape, a branded presentation is your unique calling card. It goes beyond mere content; it’s your chance to shine, distinguish yourself, and leave a lasting impression, setting the stage for potential customers to choose you over others.
• Helps your audience become familiar with your brand: Effective branding is about making your mark on people’s minds. When you consistently use your brand elements in presentations, everyone you engage with becomes acquainted with your brand’s visuals and messaging. This familiarity creates trust and recognition, making people more likely to remember and seek out your products or services when needed.
• Elevates the professional aspect of your work: A well-branded presentation communicates that you take your work seriously and are committed to delivering a polished, cohesive experience. This professional image not only instills confidence in your audience but also demonstrates that you're dedicated to maintaining a high standard in everything you do.
• Helps you build a consistent brand experience: When you invest time and effort in crafting branded presentations, you ensure that every interaction with your audience aligns with your brand’s identity. This consistency, from the design of your slides to the tone of your message, reinforces your brand’s values and the idea that you’re a business that pays attention to even the smallest details.

Ready to see this for yourself? Let’s check out some great examples!

Let’s check out three creative branded presentation examples made by the 24Slides' presentation designers, who put their spin on their favorite public slide decks:

Adidas Branded Presentation

The transformation from a non-branded presentation to a highly creative branded presentation for Adidas is truly remarkable. Before the redesign, the presentation needed more visual coherence and impact, which a strong brand like Adidas demands. Here’s how the before and after comparison highlights the enormous difference:

In this example, it is clear how our designers revamped the presentation, incorporating Adidas’ iconic colors, logo, and brand elements seamlessly. This instantly establishes a strong brand presence and helps the audience associate the content with the brand . The result? An elegant branded presentation that has Adidas all over it.

McDonalds Corporate Presentation

Transforming a McDonald’s presentation from a basic one featuring simple charts, bullet points, and data into a visually appealing and engaging presentation is a testament to the power of effective design . Here’s how the before and after comparison highlights the significant difference:

This redesign is the perfect example of how to approach common business topics creatively. And while some people might worry a design like this could diminish the professional aspect of their work, it’s quite the opposite.

Instead of using a worn-out PowerPoint theme, you’re making sure your presentation sparks people’s interest and sets a high bar for whoever comes next —talking about going the extra mile!

IBM creative presentation

Redesigning IBM’s presentation from a basic one with great content but lacking consistent design and the company’s branding is a powerful example of how effective design can elevate content. Let’s take a look at the before and after:

In this IBM presentation, we struck a unique balance between playfulness and professionalism . Our designers skillfully incorporated creative and accurate illustrations to seamlessly integrate complex diagrams, making the content engaging and easily digestible.

This transformation resulted in a visually appealing presentation that still maintains its serious and informative edge, ensuring that the audience is both captivated and well-informed.

Would you like to see more branded presentation examples [free of charge]? Take a look at some of our best work here . We have a collection of creative, corporate, even playful branded presentations.

If you still have doubts about branding your presentations, be certain that these before-and-after examples in these presentations will demonstrate the significant impact that branded design can have on your content.

Ready to start branding your presentations: Check out a brand presentation template (FREE)

Now, it’s your turn to brand your presentations. We know it’s not an easy task. So, let’s begin with a simple step: choose a free business template to adapt it to the presentation you have in mind and, obviously, to your brand .

And we have great news! You can find hundreds of templates in our Templates by 24Slides platform . And best of all, they are all free! You’ll have access to our library of professionally designed PowerPoint templates ready to be used. Check out our Collection of Free Business PowerPoint Template .

We have templates for EVERY type of business. Click here to download your next brand presentation template [FREE!!].

How do you brand a PowerPoint presentation?

Follow these steps to learn how to make branded PPT presentations:

• Create a brand identity guide : This way, you will have all your brand elements in one place, and anyone working on presentations will have access.
• Prioritize the presentations you want to brand: Decide which ones are the most important, urgent, or impactful, and start with those. Create a plan so all the presentations you are currently using are updated.
• Use master slides to make everything easier: MasterSlides is a PowerPoint feature that automatically helps you add elements that you want to be repeated throughout your slides. This way, you can easily change the color and font and add your logo.
• Apply other elements: Now, it’s time to apply elements such as illustrations, photography, and icons. This is a little more complicated and time-consuming, so it would be best to leave it to your in-house team or, better, to outsource it!

Now that you have all the steps to brand your presentations, let’s take a look at your options:

• You can do your branded presentations in-house: Either by yourself or with help from your team; you can set aside some weeks to understand your brand guidelines , draft the layout for each slide, and work on them.

Whoever takes this task requires an impeccable sense of design and needs to manage a presentation software like PowerPoint or Keynote - at least at an upper-intermediate level.

Remember that your branded presentations are not your everyday slides. They portray your corporate image to potential clients, investors and partners!

• You can outsource your branded presentation design: The other option is to get your branded presentations with none of the hassles. Instead of putting extra workload on your team, professional PowerPoint designers can step in as your company’s secret weapon to work on the right corporate image for all your presentations.

Maybe you’re stuck updating old slides to the new business image, or even worse, making branded presentations from scratch. Let the 24Slides team lift that weight off your shoulders by creating custom master templates or redesigning your whole presentations. Just like they did with the examples in this post!

Learn more about our presentation design services , and when you’re ready reach out to our team so they can work out the best solution for your project. We’ll change the way you see PowerPoint - forever!

Want to learn more? Check out these articles!

• Get superb on-brand presentations with 24Slides!
• The Ultimate Brand Identity Presentation Guide [FREE PPT Template]
• Corporate Identity: Why is Branding Important in a Presentation?
• How to rebrand a PowerPoint template

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How to Write a Brand Story in 2024: The Complete Guide

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Disclaimer: Some of the links below are affiliate links. i.e., if you sign up for their paid programs, I will get a commission, at no cost to you. Please rest assured that I only recommend software/ products I genuinely believe in, and trust to be good for you.

How to write your brand story

First, define your brand by identifying what makes your business unique and who your customers are.

Next, design your brand by choosing visuals and a style that reflects your business’s personality and values.

Finally, craft your message by telling the story of why your business was created, the challenges you’ve overcome, and your goals for the future. Keep it clear and engaging to connect with your audience.

Even a decade ago, the business world was product and company-centric.

It was mainly push marketing and the brand dominated the conversation.

A brand story was not even a thing, so you didn’t need to know how to create a brand story.

Now, unless your brand is authentic, emotional, and centered around the customers and solving their problems, you can’t continue to win.

70% of consumers say that trusting a brand is more important than in the past. They are also connecting more to stories and experiences.

So, as a marketer or a small business owner, you need to build a powerful brand strategy and website with the right messaging to help you connect to your audiences.

This post will clarify what a brand story is, and guide you through the 3 steps to create your brand story.

It will also help you understand how to write your brand story for a website or other marketing material so you can attract the right audiences for your business and grow your small business.

What is a brand?

A brand refers to what a business stands for and how it is perceived by its audience. A brand can have many definitions, and it is difficult to pin it down to one specific thing.

But in general, a brand can be explained in this way:

A brand has to have a promise to deliver some benefit to its target audience, through each product or service.

Usually, this promise is of 2 kinds:

• Solve a problem: Meet an existing need in the market
• Generate desire: Create a craving/ new need

The audience absorbs the brand message consciously and subconsciously while engaging with the brand and the people who mention it.

This creates a perception in the audience’s minds about what the brand stands for, and what makes it unique.

Here are some definitions of a brand:

• A promise of value.
• An identity.
• A brand is a go-to expert.
• An association in people’s minds.
• A go-to expert.
• A catalyst for growth.

A brand needs to establish itself as the expert or as one providing the ‘best value’ in its specific expertise.

If the business actually delivers the value it promises, it can generate investment from its target audience, which over time leads to growth.

• Key differences between a business and a brand
• Branding 101

What a brand is not

If you are trying to build your brand, it’s important to understand what a brand actually is – but just as important is knowing what a brand isn’t.

A brand is so much more than a logo or color scheme. It goes far beyond the visuals.

It is actually an experience created by how consumers feel when they interact with your product or company.

Here are some of the things a brand is not.

• A brand isn’t just a logo , although often branding efforts focus on creating the perfect logo or slogan.
• A brand isn’t merely a greeting when customers call into customer service, it’s how customers feel after the call has ended.
• A brand is not just an email sent out to the target audience, but the value and purpose of that message or what happens after someone interacts with it.
• A brand is not an advertising campaign, although it can be used to build a strong brand identity.
• A brand is not even about the products produced by the company – although those products may represent the company and its values.

Instead, a brand is about creating an emotional connection between customers and your business or product.

It’s about understanding who you are and showing that clearly through design and messaging in ways that make people care about what you do.

What is a brand story?

A brand story is the core essence of a brand, expressed through simple brand narratives and design that evoke emotional reactions in the target audience and helps them to connect to the brand.

The ’emotion’ part is important because people don’t always buy the lowest-priced item or make decisions solely on logic. People buy based on how they feel about a brand.

That feeling could be anything from familiarity, trust, or even personal relationships (like you know someone who works there).

Your brand story includes factors like your origin, experience, mission, product, pricing, quality, purpose, values, location, recommendations, and the experience your audience has interacting with and buying from you.

Every brand has a story, even yours. But you may not even be conscious of what your brand story is.

This guide will help you identify and craft your brand story so you can get the most out of your brand to drive your business growth.

Why do you need a brand story?

A brand story can benefit your business immensely, especially by helping customers and potential customers to relate to your business, which leads to greater loyalty and trust.

Think of any small business you buy from and evaluate why you buy from them.

When I had to buy my son’s first walking shoes, for example, I ditched the big brands to a small store specializing only in children’s shoes.

The store owner used to work in the shoe industry. She explained to us what kind of shoes we should buy to help my son walk better and personally helped us to pick out the right shoes.

Here are four reasons why you need a brand story.

1. Brands build awareness and set you apart

A brand is a promise of value and experience that makes an impact. It is a personality, a purpose, a message, a voice, a set of values and beliefs.

It is YOUR value, and it is unique. Brand life cycles are longer than those of products.

2. Stories connect to the heart

Stories promise emotional experiences and benefits for consumers, whereas products promise primarily direct functional benefits.

Research shows that people buy more based on emotions , then use rationals to justify the emotional decision.

So investing in brand storytelling, instead of simply creating marketing messages about your products, can move your target audience from considering your product, to actually purchasing it.

3. A brand story can attract investment

Besides attracting clients and leads, a well-told story through a brand, with a clear vision, not only has the ability to let your audience connect to you and buy from you, but also gain trust and investment from venture capitalists and other financial investors.

Check out any of the Dragon Den episodes to see how every pitch starts with a brand story and how that impacts the investor’s decisions.

This video is one of my favorites.

I have a baby and a toddler, so I am the target audience of this entrepreneur.

I realize from her brand story that she understands my challenges, and the solution she offers through her brand is perfect for me!

4. Brands inspire repeat purchase

Have you ever experienced a situation where you just liked a product, but it was one of many?

But the service was so great, and you think the people really understood you, and you connected to the brand, believed in it, that you just retained your loyalty to it?

And maybe even went on to recommend it to others?

Think about the recent Coepernick campaign by Nike.  That is the true power of brand stories.

Essential elements of a brand

Creating a brand story is a crucial step to succeeding in business, and understanding the essential brand elements is a key aspect of that.

While brand elements can vary from business to business, there are 7 brand elements that are fundamental for any brand.

1. Customer Focus

A brand’s biggest objective should be to match its core offer with the needs of its specific audience. So your customer should always be at the center of all that your brand does.

2. Uniqueness

A brand needs to stand out.

Every brand should have a differentiated competitive positioning and a unique value proposition, even for a niche audience.

3. Simplicity

The core offer, positioning, and promise of a brand have to be simple, clear, and easily understood.

If your brand offer and messaging are too layered, your audience will have to work hard to understand and connect with you, in which case they simply won’t.

4. Authenticity

If you feel stumped wondering how to come up with a brand story, remember one very crucial point.

Be genuine.

A brand needs to be honest, transparent, meaningful, and true to its stated values.

Only then can it touch the audience’s hearts with its story. 77% of consumers buy from brands that share their values.

5. Credibility

A brand needs to have a reason-to-believe on why it can claim a particular expertise.

Your brand can claim that it creates the best or the most low-cost product, for example, but how it does that, needs to be believable to your audience.

6. Consistency

A brand should maintain the same tone and message at each touchpoint.

Together, all the messages will create a consistent image subconsciously in the minds of the audience, about what the brand stands for.

7. Fulfillment of the promise

A brand promise is the core offer of a brand, about how it can make the lives of its audience better.

To gain and retain the trust of your audience, just ensure that your brand consistently delivers the value you promised.

How to grow your business with your brand story

Your business will grow if your audience buys from you. And they will buy from you if they trust you. 81% of consumers need to be able to trust a brand before they buy anything from it.

But how do you gain consumer trust in your brand?

You need to create a brand story that will resonate with your audience, and there is a 7-step formula that you can follow to help you connect with your audience and grow your business.

Just follow these steps repeatedly and consistently.

How to create a brand story

You can create a brand story in 3 core steps:

• Define your story
• Design your brand
• Craft your messaging

1.  Define your story

Brand story development starts with creating a brand strategy, and defining what your brand truly and proudly stands for.

Determine what it wants to achieve, why it exists, what value it offers, what its personality is like, and how it wants to change the world.

It is very important to be true and authentic at this stage.

Otherwise, your business journey may not be impactful or sustainable.

2.  Design your brand

Brand story design involves developing an external brand identity that represents your story perfectly.

The brand identity, the tone of voice , and the customer experience will translate the story from paper to a real-life existence.

Jump to details: Design your brand imagery

3. Craft your message

Brand messaging provides guidelines on how to talk about your brand.

Your brand message includes your brand offer, the benefit you offer your audience, and the story woven together with a specific set of words you can share at any networking event or 5-minute conversation.

1. Define Your Story

Every brand has a story.

In this step of building a brand story, you just have to define and structure the story, so that it can be expressed with a visual and verbal identity.

The most important principles of a brand story include the following:

1.  Market understanding

The first step to creating a unique brand story is to build a deep understanding of your niche target market.

Understand the ‘real’ market you are operating in. Within a broader market you can have a smaller one, so understand those specific group dynamics.

Next, understand your competition and your differentiation from them.

Identify your core competition’s offer, strategy, marketing channels, promise, and communication.

If you’re unsure whether to start, a tool like Semrush’s Competition Research  will help you get a lot of understanding.

2.  Customer insights

Focus on a niche group with a specific problem. Solving that problem will help you build a specific identity and positioning in their minds. And that is the crux of building a brand.

Understand their biggest unmet needs (pain points) or desires and purchase behavior. This will clarify how you can solve their problems best and create your communication.

Get an idea of their lifestyle, where they hang out, where they go to find information, and their customer journey. This will help in your marketing.

Again, if you need help with what your audience is looking for, try out Semrush’s Topic Research.  Now that you have all this info, put it down in a structured format.

Download a FREE template to create a buyer persona.

3.  Brand purpose

4.  Brand mission statement

Your brand mission statement is the overarching benefit you want to provide for your audience. You can derive it from your brand purpose.

Here are some examples of mission statements:

Google: Our mission is to organize the world’s information and make it universally accessible and useful.

Paypal:  To build the Web’s most convenient, secure, cost-effective payment solution.

See more examples of some inspiring mission statements.

5.  Brand vision

Your brand vision refers to the changes you want to make in the world. What would your brand stand for, a few years down the line?

Some brand vision examples:

McDonald’s: Be the best quick-service restaurant experience

Southwest Airlines: Become the world’s most loved, most flown, and most profitable airline

6.  Unique value proposition

Your unique value proposition is essentially the uniqueness you bring to your audience.

What you stand for, what you deliver that is different from your competition, and why your audience should believe you. See the template below to guide you on how to write a unique value proposition.

7.  Brand personality

Define the personality of your brand, almost like it were a person.

Is it more playful/ fun, or more serious and formal? Is it more classic and elegant, or more modern and tech? Is it an everyday, relatable, human brand, or more chic, upscale, and aspirational?

8.  Brand promise

Your brand promise is your brand’s unique value proposition captured in 1-2 lines. Eventually, a story is defined by words and media. Use the right words to describe your brand.

9.  Brand values

Identify the core values that your brand stands for. What it believes in, stands up for, and the principles that guide it.

Here are two brand values examples:

2. Design Your Brand

Now that you have determined what your small business brand stands for, its differentiation, its mission, and its full story, you must bring that story to life.

You have to express your brand description with relevant visual and written representation. In other words, you have to create the visual identity of your brand now.

This includes the name of your brand, the design, the tone of voice, the colors, and the actual messaging, all different aspects of your brand identity. But that’s not all.

You have to define your customer experiences too, because as you saw above, a brand is essentially an experience for the customer, so at every touchpoint, this experience is crucial.

1.  Brand name

If you’re wondering how to come up with a brand name, these are the most essential factors to keep in mind:

• The brand mission and promise
• Emotional connections that the brand can form with the audience
• The brand personality and values
• Any other references that your audience may identify with. Like local or cultural references

An ideal brand name is a combination of the above. Of course, if you are a service-based solopreneur, your business brand can also be your personal brand.

But if you would like your product brand to be different from you, and not just have you as an identity, try to brainstorm for a few names that represent all that your brand story stands for.

2.  Brand imagery

Your brand imagery is not just a logo. It’s an entire persona.  It includes but is not limited to:

• Design elements
• Stationery (Business cards, letterheads, envelopes)
• Store design and furniture
• Powerpoint template

Read my full posts on how to create the perfect brand imagery and brand color palette to match your brand story.

You can hire a graphic designer to create all these elements for you or even do them yourself with a tool like Canva.

• What is Canva
• How much does Canva Pro cost

3.  Brand tone of voice

For a consumer, it’s not just what a brand says that’s relevant and important, but also how the brand says it. So this is essentially the communication style that the brand will use.

Identify a brand tone of voice that will help you connect best with your audience. Here are some brand tone of voice examples to get inspired by.

4.  Customer experience

Define the experience customers will have at each interaction with the brand. The key topics to address are:

• Detailed info & explanation
• Questions & contact
• Purchase process
• Ease of product/ service use
• After-sales support
• Troubleshooting

3. Craft Your Message

Creating strong brand messages helps people understand what your brand offers and why it matters.

Here are five types of messages you can create:

• Brand promise
• Mission statement
• Unique value propositon
• One-page brand story

1.  Brand promise

A brand promise is a statement that tells customers what they can consistently expect from your products or services. It is the direct brand benefit, the specific problem the brand solves. This you MUST have.

Examples of brand promise:

• FedEx: The World on Time
• Citibank: The Citi Never Sleeps
• Subway: Eat Fresh

Your brand promise and message are very important as these would be the first messages your audience will see on your website.

How to create your brand promise:

• Identify your strengths: Think about what your brand does best.
• Consider customer needs: What do your customers value most about your service?
• Write a simple promise: Combine your strengths and customer needs into a clear promise.

Read my full guide how to create brand messaging and examples of brand messaging pillars

2.  Brand tagline

A tagline is a short, memorable phrase that represents the essence of your brand. It is the state of being/ feeling that the brand helps you attain. Creating this is optional.

But if you want to clarify your message further with a tagline, look at your mission and take it one step further, with a few powerful words.

Examples of brand taglines:

• Adidas: Impossible is nothing
• Nike: Just Do It
• Apple: Think Different

How to create your brand tagline:

• Keep it short: Aim for less than 10 words.
• Make it memorable: Use rhyme or rhythm to make it catchy.
• Make it reflect your brand: Ensure it shows what’s unique about your brand.

3. Mission statement

The mission statement tells what your company wants to achieve and how it plans to do it.

Examples of mission statements: 

How to create your mission statement:

• Focus on your purpose: Why does your company exist?
• Include your goals: What are you trying to achieve?
• Be inspiring: Write something that will motivate your team and customers.

4. Unique value proposition (UVP)

A UVP clearly explains how your product or service solves customers’ problems or improves their situation.

Examples of UVP:

How to create your UVP:

• List key benefits: What key benefits does your product offer?
• Highlight what’s different: What makes your product different from others?
• Combine into one sentence: Put your benefits and differences into one clear sentence.

3.  Write your brand story

The final step is about how to write a brand story.

A one-page brand story tells the story of your brand in a way that connects emotionally with your audience. The words you choose to describe your business or brand are particularly relevant.

How to create your brand story:

• Start with the person: Who owns the brand, and what are their origins?
• Answer the why: Where and why did your brand start? Why does it do what it does?
• Add challenges: What challenges have you faced?
• Reflect the personality and values: How does it conduct business? What are its values?
• Show evolution: How has your brand grown or changed?
• End with the future: What are your plans or hopes for the future?

Tips to create a compelling brand story

Every brand has a story, but not every story is compelling and triggers your audience to connect to you.

If you are wondering how to write a good brand story, here are some tips that you should remember.

1. Make your brand story human

As you build a story around your brand, remember that stories that connect best are those that have a human(is) in the brand background.

After all, businesses don’t just appear in the world. Someone, somewhere, starts one.

A brand story that can talk about the origin and value of the people behind a brand, is one that can easily connect to the target audience.

2. Keep your story simple

You don’t need to add layers of information to your brand story structure.

The simpler it is, the better. Simple stories are easier for people to connect with.

Think of it simply in this structure:

• A hero has a problem or an inspiration
• The hero thinks of a solution or an idea
• The hero implements the solution

3. Add emotion to your story

Don’t you remember and share with others those stories best that make you laugh, cry, or be surprised? It is the same with brands.

A brand that has a powerful mission and vision, based on changing the world, making a difference, and genuinely providing value, will draw at your customer’s heartstrings and inspire more connection.

4. Make your story memorable

As mentioned earlier, a brand has to be unique. Otherwise, you’re just one more entity in a sea of billions.

And it is this uniqueness that makes you memorable. You don’t have to be unique in all aspects of your story. You could share a mission with another brand, for example.

Brand story examples to inspire you

Still not sure what a brand story should look and feel like?

Check out the brand story examples of a few small businesses that immediately connect to their audiences.

CottonOn is a fashion apparel company that started in Australia and has now become a global brand.

This is the brand story including their origins and the value they provide.

Little Dutch

It is a company that makes earthy-looking, sustainable toys for babies and toddlers.

See how beautifully the company writes and shares its brand story.

Chapter 10.

How long should a brand story be

An effective brand story should be long enough to convey emotion and include all the benefits of working with you while still being short enough to get the point across clearly and quickly.

Typically, a concise brand story that fits on one page is roughly 400 to 600 words . It’s long enough to cover key points and maintain the reader’s interest.

When integrated into website content, such as an “ About Us” page, your brand story can be slightly longer, around 500 to 800 words . This gives space to add more details or images that help reinforce the narrative.

In some cases, such as corporate books or detailed brand heritage pieces, the story can be much longer and divided into sections or chapters. Here, the length isn’t as constrained, and the focus is on depth and storytelling richness.

Ultimately, the best length for your brand story should align with your goals, the medium you are using, and the audience’s expected attention span. Keeping your story clear, engaging, and on-point with what your audience cares about is more important than its exact length.

You have to know how to create a brand narrative with the right amount of information – make sure you don’t cram too many facts into your story, or else it may become overwhelming and confusing.

The best way to determine how long your story should be is to consider how much detail you need to provide in order for your audience to connect with your brand.

Chapter 11.

How to build a brand story – Concluding Tips

1. share your story.

Creating a brand story is just one part.

To get maximum benefits out of it, you have to share your story with your stakeholders. This could include your customers, suppliers, influencers, anyone else connected to your brand, and anyone else you need to trust you.

You could share your story on social media, on your website, via email, and on any other marketing material you create to promote your brand, get your website noticed , or improve your SEO .

2. Create content

A fantastic way to create more understanding and buzz around your brand story is by content creation : telling your brand story through content.

You could create blog posts for business , videos, podcasts, infographics, or any other kind of media, or a mix of all of them.

Start by creating a digital content strategy that defines how to uphold your brand story in each piece of content.

• SEO-friendly content writing
• 5 Quick Ways to Find Content Topics
• Free SEO Content Template
• Optimized content marketing

3. Be consistent

Trust takes time to build. Brand recall maybe even longer. It takes 5 to 7 impressions for people to remember a brand. So be regular in sharing your content and your story, and be present in the channels where your audience is.

Over time, your brand will build a certain perception and impression in the minds of your audience, and eventually gain their trust.

Brand story template

Creating a brand story might seem overwhelming, but it can actually be a very creative and fun process.

Fill up the form below to download a brand story guide for building your brand story.

Get the full brand story template with worksheets and tips to develop your unique and powerful brand story.

Get a FREE, detailed guide to creating your brand story

Other posts you may like on Branding:

• Branding dos & don’ts
• Branding ideas
• How to create a small business website
• Brand evolution

FAQ: Create your brand story

I am just a small business/ solopreneur. do i really need a brand story.

People buy based on emotions, not always logic. So your product/ service, however unique, is not enough.

Especially if you are a small business with not a lot of brand awareness or marketing/ advertising budget, it is your brand story that will help your audience connect to you, buy from you, and even refer you to others.

What if I only want to make money with my business? What if I don’t have a brand story?

Every business has a brand story. It can be as simple as the solutions you offer through your business and why you delved into this particular business.

Why didn’t you choose some other business? What made you feel you have the skills to start this particular one? Where did you learn those skills?

If you are still not sure about your brand story, let’s talk about it!

Book a free consultation with me and we’ll figure it out together 🙂

How is a brand story different from a product story?

A product story is only a small part of a brand story.

A product story should include the benefits that the product offers to your audience for solving a problem that they have.

A brand story includes all the solutions your business offers, and includes your mission, your purpose, history, and personality.

Which tools can I use to write my brand story?

You can check out tools like Jasper and ChatGPT to create your story or about us page.

But in my experience, they are not able to capture the authenticity and true value of your brand story.

My strong recommendation would be to give your story some thought, grab your laptop, and start writing!

You can fine-tune it over time as you get more clarity.

What if I don’t have the skills to write a good brand story?

Anyone can tell a story, even a brand story. Imagine you are explaining your reasons for starting a business and for what you offer through that business to a 5-year old. A child will ask you questions like: What do you do? Why? Your brand story and narrartive can also follow this type of brand story framework. If you get stuck, you can always schedule a free consultation with me to get some helpful tips.

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Let's discuss how to create/ improve your Brand, Website, or SEO

I absolutely love this! So incredibly helpful!

Thanks a lot, Danielle 🙂 So glad you found it useful!

This is Gold!!! I have not come across a better article than this one on this particular topic. Thanks for being so descriptive on each point Poulomi 🙂

Poulomi this is an inspired guide. Being consistent goes a long way in building a solid, well-known brand. For me, keeping at the basics of publishing blogging content to solve reader problems along with building strong relationships allows my brand to be seen, and my story to be heard.

That’s a fantastic point, Ryan. I love the way you focus on your readers, consistently proving great tips in response to their questions. That’s what helps to bring your brand story alive. Thanks for stopping by and commenting!

Thank you for all of the fabulous work you do here, publishing top shelf resources again and again. Keep up the awesome blogging.

Same to you, Ryan 🙂

Hello Poulomi, Thank you for this detailed post; you said it right.Gone are the days when products and services did the talking. These days, things have changed. You have to be consistent with your brand messaging. Your story must also be on point to have a chance of resonating with your prospects. I like the fact that you discussed the length of a brand story.

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Crafting a Memorable Brand Marketing Presentation That Creates Advocates

Once upon a time, businesses simply manufactured products and offered services. The relationship between a company and its customers begins and ends with exchanging money for an item or service.

Those days are long gone.

Brands must work harder in our crowded and noisy world to capture attention and loyalty. Today's consumers have nearly unlimited choices. To stand out, you must connect with them on an emotional level.

That's where brand storytelling comes in.

Storytelling draws people in. It helps them relate to your company on a more personal level. Through stories, brands can spark interest, build trust and foster devotion. Simply put, a compelling brand narrative sets you apart from the competition.

But brand storytelling isn't just about creativity. It serves an essential business function. Stories help you:

• Attract new customers:  You demonstrate why people should care about your brand by sharing your origin story and core values.
• Strengthen ties with existing customers:  Stories reinforce what makes your brand unique and worth returning to.
• Inspire brand loyalty:  People who care about your story are more likely to become dedicated customers.
• Rally employees around your mission:  Stories remind staff why their work matters.
• Add personality to your brand:  Stories allow you to inject humour, emotion and relatability into your brand messaging.
• Generate buzz:  A memorable story gets people talking about your company.

Brand storytelling isn't optional. To thrive in today's marketplace, you need an engaging brand narrative.

But how do you share your powerful story in a way that captivates audiences?

Marketing presentations offer a highly effective method.

This guide will explore how to craft a compelling brand marketing presentation that hooks your audience and creates enthusiastic brand advocates. Let's dive in.

Table of Contents

Part 1: Develop a Clear Narrative Arc

Every engaging story—a Hollywood film, a novel or a brand origin story—contains certain core narrative elements. When preparing your presentation, keep these storytelling fundamentals in mind:

Start with the Backstory

Before unveiling your brand in the presentation, set the stage by providing context. Share details on the following:

• Problem:  What consumer pain point prompted your company's founding? Describe the frustration people faced before your brand came along.
• Founder's “aha” moment:  When did your founder(s) realise they could solve customers' struggles? Share that lightbulb moment.
• Early days:  Bring the audience behind the scenes into the scrappy early days of your brand. Share funny mishaps and risky pivots.

This background helps the audience understand your brand's motivation and its existence.

Introduce a Relatable Protagonist

Every great story has a compelling central character. In your case, that's your founder(s).

Spotlight what makes them bold, innovative rule-breakers. But also share moments of self-doubt and vulnerability. This humanity will help the audience relate to them on a deeper level.

Take Listeners on an Emotional Journey

Take the audience on a rollercoaster ride through your brand's key milestones.

Share euphoric “we made it!” moments like first sales or product launches . Discuss gut-wrenching setbacks and how the team persevered.

Be transparent about challenges. This shows authenticity and helps the audience root for your brand.

Share Your Mission

What positive change does your brand strive to create in the world? Share your grand vision to make people's lives better.

Articulating a purpose beyond profits makes audiences more eager to buy into your brand. It also provides a rallying cry for your team.

Part 2: Choose Memorable Brand Storytelling Approaches

Brand stories shine brightest when delivered creatively. Avoid blandly listing milestones. Instead, bring your account to life through compelling presentation methods like:

Riveting Opening Hook

Grab attention immediately by opening with:

• A surprising statistic:  Jolt the audience with a startling fact on the problem your brand tackles.
• A “day in the life” vignette:  Set the scene by showing a stressful day for someone struggling with the issue before your brand's solution.
• A provocative question:  Challenge the audience's assumptions by asking them to imagine a different reality.

The Power of Storytelling Metaphors

Metaphors subtly help audiences see your brand in a new light. Try comparing your company's journey to:

• An Indiana Jones treasure hunt filled with adventures and narrow escapes
• The training regimen of an Olympic athlete gunning for the gold medal
• The struggles of pioneers blazing a new trail out West

Turn Employees into Storytelling Heroes

Spotlight inspirational team members who embody your values. Discuss:

• Their proudest brand moments
• How they rally during tough times
• Why they love working for your brand

This provides relatable human faces behind your company.

Creatively Display the Brand Timeline

Move beyond boring bullet points. Visually map your brand journey using the following:

• An illustrated road stretching into the distance
• Mountain peaks marking major milestones
• A winding river symbolising the ups and downs

This captures the audience's imagination.

Infographics That Captivate

Use compelling infographics to showcase vital brand stats like:

• Total customers served
• Revenue growth
• Product innovation timeline

Vibrant data visualisations make facts more memorable. You can present the data and brand story using a text to PowerPoint tool to get the exact slides you want from written instructions.

The Power of Original Photos and Videos

Transport the audience inside, defining brand moments with behind-the-scenes photos and videos. Show:

• Your cramped first office space
• Prototypes of early products
• Team brainstorming sessions
• Company celebrations

This imagery adds texture to your story.

Surprise Giveaways

Close your presentation with a fun surprise like:

• Free product samples for each attendee
• Discount codes to shop your brand
• A sneak peek of an upcoming product line

Parting gifts make audiences feel special and excited about your brand.

Part 3: Hone Your Brand Storytelling Skills

Crafting an outstanding marketing presentation takes practice. Here are tips to become a stellar brand storyteller:

Study Other Winning Brand Stories

Deconstruct presentations from brands you admire. Analyse what narrative techniques drew you in emotionally.

Find Your Unique Voice

Avoid mimicking other brands' storytelling styles. Instead, embrace what makes your company one-of-a-kind. Showcase your distinct personality.

Keep Iterating

Start crafting your presentation early. Test different opening hooks and storytelling metaphors. Refine until you achieve the maximum wow factor.

Make it Conversational

Refrain from sounding overly salesy. Adopt a warm, conversational tone that makes the audience feel like you're speaking just to them.

Watch Recordings for Improvements

Filming your rehearsals allows you to fine-tune your pacing, body language and tone. Review the footage with a critical eye.

Practice Telling Stories Off the Cuff

Impromptu storytelling takes experience. When networking, get in the habit of sharing brand anecdotes conversationally. The practice will build your skills.

Immerse Yourself in Your Brand Story

You can't tell an authentic, emotional brand story if you don't know it yourself. Study your company's history until you can recite it in your sleep.

Tips for a Killer Brand Marketing Presentation

• Start Strong with an Attention-Grabbing Opening:  Your opening is your chance to make a stellar first impression . Please don't waste it with boring introductions or dwelling too long on agenda-setting. Jump right into your most compelling content to hook your audience.
• Consider an Engaging Story:  Stories naturally capture human interest. Start your presentation by transporting your audience into a story that introduces your brand heroically overcoming a challenge to seize an opportunity. Draw them in with vivid details, high stakes, and a relatable protagonist.
• Pose an Intriguing Question:  Alternatively, start with a thought-provoking question that piques curiosity and primes your audience to eagerly await the answer you'll reveal as the presentation unfolds. Aim for intellectual stimulation over easy questions.
• Shock with Unexpected Statistics:  Hard-hitting statistics that challenge assumptions make great opening hooks, too. Find a surprising fact or figure that jolts your audience from autopilot and instantly grabs their attention.
• Share a Revealing Quote:  A short, impactful quote encapsulating your key message packs a punch up front. Look for something from an influencer in your industry that aligns with your brand's purpose and ideals.
• Set Up a Dramatic Contrast:  Contrasts are inherently attention-grabbing. Set up a bold before-and-after contrast showcasing the transformative power of your brand. This creates intrigue and a burning desire to see that transformation.
• Structure Your Content Logically:  A transparent system ensures your content flows logically and engages your audience. Use an overarching framework like the following to shape your presentation: (Problem) Identify a timely, relevant problem your target audience cares about solving. Outline the ramifications of not solving it. Build urgency. (Solution) Introduce your brand as the solution to that problem. Explain critical features and functionality. Spotlight your competitive differentiators. (Proof) Provide solid evidence that your solution works. Include credible statistics, expert opinions, client testimonials , demonstrations, and case studies.
• Call to Action:  Close by recapping the key benefits and clearly stating what you want the audience to do next. Provide a motivating rationale.
• Craft Compelling Content:  Your content itself must captivate your audience. Follow these guidelines for content that engages:
• Keep It Concise:  Be brief, not lengthy. Slides with too much text quickly lose audience interest. Keep word count tight on slides. Expand more in your talking points.
• Know Your Audience:  Tailor your content specifically to who will be in the room. Include details, examples, and language that resonate with their needs and preferences.
• Balance Facts and Stories:  Blend data with narrative elements. Facts and figures provide logic, while stories add emotional appeal and memorable impact.
• Use Striking Visuals:  Strong visuals enhance engagement. Use high-quality photographs, charts, illustrations, videos, and graphics to reinforce key points.
• Add Intriguing Interactivity:  Interactive elements like polls, quizzes, and activities change your audience's pace. Just keep them short, easy, and directly tied to critical points.
• End Strong:  Close each section with powerful statements to impart key takeaways. Use recaps, statistics, stories, or questions that underscore core ideas.
• Keep Your Audience Attentive with Smart Presentation Techniques:  Your delivery and presence significantly impact audience engagement. Use these techniques to keep listeners invested:
• Make Eye Contact:  Frequently make eye contact with individuals throughout the room. It forges an intimate, personal connection.
• Use Gestures Strategically:  Hand gestures magnify your message and channel enthusiasm. Just keep them purposeful, not distracting.
• Vary Tone for Emphasis:  Alter your volume, inflexion, speed, and intensity to stress important points. But avoid sounding robotic or overly dramatised.
• Own the Room:  Move around the stage or room with authority. Interact up close with audience members when possible.
• Share Energy and Passion:  Project confidence and authentic enthusiasm for your brand. Your passion will prove contagious.
• Promote Audience Participation:  Posing questions, asking for examples, and incorporating activities get your audience involved.
• Use humour Skillfully:  Funny stories, witty anecdotes, and amusing visuals sprinkled in moderation can lighten the mood. But don't force humour.
• Build in Impactful Pauses:  Brief, well-timed pauses create anticipation and allow ideas to sink in deeply. Silence draws attention.
• Optimise Flow and Transitions:  Your presentation should unfold seamlessly from one idea to the next. Smooth flow and transitions keep your audience with you:
• Link Sections Logically:  Wrap up each section by introducing the next. Outline causal relationships between ideas to knit things together.
• Echo Key Themes:  Repetition builds connections. Echo essential words, phrases, ideas, and visual cues throughout your presentation.
• Use Transitional Phrases:  Bridges like “Here's why this matters,” “Turning to,” and “In light of this” ease the audience from point A to B.
• Pace Thoughtfully:  Brisk pacing generally holds attention best but slows down at critical moments. Insert dramatic pauses before major reveals or conclusions.
• Limit Verbal Tics:  Avoid overusing filler words such as “um,” “like,” “you know,” and “actually.” Pace yourself to speak fluently without them.
• Make Your Brand the Hero:  Ultimately, the spotlight should shine brightly on your brand throughout your presentation. Reinforce brand dominance with the following:
• Summarise Brand Purpose:  Succinctly encapsulate what your brand stands for and its reason for being early on. Reiterate as needed.
• Showcase Brand Personality:  Let your brand's personality and voice come through. Infuse it into stories, visuals, and language choices.
• Tout Brand Values:  Highlight ways your brand lives its values in serving customers and the community. Provide proof points.
• Recap Key Brand Messaging:  Reinforce core brand messages around your positioning and differentiators multiple times.
• Remind the Audience of Brand Benefits:  Frequently remind the audience of your brand's most compelling benefits.
• Close with a Clear Call to Action:  End by driving home what you want audience members to think, feel, or do next related to your brand.

Conclusion: Crafting a Compelling Brand Story Pays Dividends

Sharing your brand narrative through engaging presentations is well worth the effort. An inspiring story beats dry facts and figures when connecting with your audience.

When you master brand storytelling techniques, you'll see results like:

• Increased brand awareness and sales
• Stronger customer loyalty
• Improved employee morale and retention
• Enhanced media coverage and word-of-mouth buzz

So, put in the work needed to hone your brand storytelling skills. Avoid generic corporate jargon. Instead, craft a narrative that tugs at heartstrings. Surprise, delight, and inspire your audiences.

If you authentically communicate why your company exists and the values it stands for, people will eagerly flock to your brand. They will tattoo its logo on their bodies, craft adoring memes, and endlessly debate its merits on Reddit.

Okay, maybe not that far. But compelling brand storytelling does create passionate brand evangelists who can't stop talking about your company.

And in today's crowded marketplace, a tribe of loyal devotees is your brand's most valuable asset. So start brainstorming your next brand marketing presentation today. Avoid facts and figures. Instead, captivate audiences with the inspiring tale of why your company changes lives.

When you hook audiences on your brand story, everything else will fall into place.

Frequently Asked Questions About Crafting a Compelling Brand Marketing Presentation

Why is brand storytelling so important.

Brand storytelling helps audiences relate to your company on an emotional, human level. Stories build trust and loyalty more than facts alone. In today's crowded marketplace, brands need an engaging narrative to connect with consumers and stand out.

How can I make my brand story more compelling?

Use creative presentation techniques like surprising statistics, audio/visuals, relatable anecdotes, metaphors and giveaways. Most importantly, open up about vulnerabilities and mistakes to appear authentic.

How do I improve my brand storytelling skills?

Practice! Study other brand's presentations. Find your unique voice. Test different hooks and narratives. Record rehearsals to refine your delivery. Hone your impromptu storytelling ability through networking.

Should I tell my brand story chronologically?

Not necessarily. Feel free to start at the climax, then loop back to the beginning, begin with the present day and then flashback. Play with the narrative timeline to keep audiences engaged.

How do I make facts and stats compelling?

Use surprising statistics that jolt audiences. Present data points visually through infographics, charts and illustrations. This keeps facts memorable and easy to digest.

Stuart Crawford

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12 Powerful Techniques for Telling Your Brand Story via Video

Video is the ultimate storytelling medium, and these days it’s no longer exclusively reserved for feature films or TV shows. Brands have caught on that today’s consumers value more than just products and services. They’re looking to engage with brands that they can relate to, or those which reflect their values. Businesses have tapped into this desire by creating authentic, interesting video content that’s focused less on what they’re trying to sell and more about fostering an emotional connection with audiences. And in return, those brands are seeing better metrics .

Crafting brand storytelling videos

This article will detail 12 proven approaches and techniques for authentic brand storytelling through video and provide some of the best examples of brand story videos. You’ll see that although brands use some overlapping themes in how they tell their story, no two videos are exactly alike. The successful brand stories we showcase ahead make a great source of inspiration for aspiring creatives, filmmakers, and video editors.

Tell an emotional story

Creating an emotional connection with audiences is a great way to ensure your brand remains on their minds for years to come. Emotions are powerful things, and few things can spark feelings like happiness, sadness, excitement, or even love like a well-crafted story. Brands have long achieved success by tapping into viewers emotions and desires for things like togetherness, belonging, or imagining the world as a better place. 

Budweiser aired a memorable ad for Super Bowl LVIII featuring the brand’s iconic Clydesdale horses that relies on nostalgia and emotional storytelling. The feel-good spot shows the brand’s famed horses pulling a carriage loaded with Budweiser on a snowy trek through the mountains to a remote tavern. As whiteout conditions set in, a friendly dog emerges to lead the crew to the bar, whose patrons erupt in applause. Budweiser masterfully taps into an array of emotions throughout the ad to get audiences invested, but also utilizes their much-loved Clydesdale horses to connect with their nostalgia for the brand. It’s a heartwarming commercial that people can’t help but smile at.

Provide a visual story

People form mental connections with the things they see, so using elements like video and images makes an effective method of brand storytelling. Words, either on a screen or spoken, are great for conveying information. But they lack the attention-grabbing qualities and ease-of-consumption of a story told visually. By getting creative with which visuals you show and how you combine them with audio, you can sometimes tell an entire story with no words at all. 

This AirBnB ad is an excellent example, juxtaposing the sound of a ringing phone and voicemail recording with still images of people enjoying a tropical vacation. By saying literally nothing it manages to tell the entire story. It also shows the concept of disconnecting from technology to truly have a relaxing, beautiful retreat on an island without saying any of those things. If you want to create an impactful story , focus on creating content that aligns with the visuals you want customers to associate with your brand. Breaking down the main feeling you want your video to inspire for your audience is a good place to start. Then you can dive into how the visuals and story will unfold from there.

Make your video interactive

Few brand storytelling methods are as effective as making audiences’ own stories a part of it. Immersive and interactive experiences make audiences feel more connected with brands because they feel seen and included. Examples of interactive videos can range from including trivia or other games to scavenger hunts to full-on virtual reality experiences. 

Universal Orlando put out this heart-pumping video using 360-degree video featuring its new Hollywood Rip Ride RockIt roller coaster. The technology gives audiences a taste of the thrill of experiencing riding the coaster but right from their living room. By using 360 video, Universal Orlando gave audiences all over the world the opportunity to experience a taste of what the ride was like for themselves through an innovative, interactive video.

Tell an aspirational story

Some brand story campaigns hook audiences with an aspirational story—showing them a glimmer of how the world could be a better place. This can be something grandiose like a cleaner environment, or something deceptively simple, like a world where everyone’s a little more kind. Everyone has these uplifting thoughts from time to time, so it makes a connection when audiences see them play out on-screen. 

A great example of this is this Starbucks campaign , which laments how although we’re living in a time of many divisions, we’re still surrounded by random acts of kindness that unite us. It leaves viewers feeling hopeful, while positioning Starbucks as a place that helps encourage that positivity.

Showcase your brand’s values

Many consumers today prefer doing business with brands who align with their personal values. This can include anything from political affiliation to how a company treats its employees, to whether it’s environmentally conscious. Customers appreciate when brands are authentically themselves , and actually live out the values they espouse. This makes perfect fodder for creating some impactful brand storytelling content. Rather than just saying you stand for something, show it off in a well-produced, shot, and edited video. 

Outdoor clothing brand Patagonia is well known for their advocacy of environmental issues, and many of their campaigns reflect those values. This great ad of theirs showcases their ethical business practices as well as their lengthy heritage of living by those values. The spot shows off how they produce their clothing with recycled materials, while at the same time encouraging viewers to be more mindful of their consumption. 

So they’re not only showing how they’re practicing what they preach with their own business practices, but also furthering the message that people’s awareness shouldn’t end with just buying recycled clothing. They’re both talking the talk and walking the walk, which is exactly what audiences (especially younger generations) want to see.

Use user-generated content 

User-generated content (UGC) is an approach to brand storytelling that lets you achieve many different things at once. First of all, the content is free because your users are creating it themselves. But even more importantly, UGC has a genuine, home-spun quality to it that even the most in-touch corporate executives can’t match. Remember: consumers can pretty easily sniff out bogus attempts to seem authentic. It’s also a good community building tactic because it adds a layer of interactivity and relatability. Audiences are more likely to see themselves reflected in an everyday user than a paid actor, which makes a difference in establishing connections. 

GoPro is perhaps the perfect product for generating tons of UGC, and as it inevitably came rolling in, the company has had tremendous success featuring it in various campaigns. This video highlighting the best content they saw creators make using GoPro products in 2023 is a great example. The best way to start getting UGC content is to solicit more engagement from your audience. Ask them to share pictures of themselves using your product, or even comment on social posts.

Tell your brand’s history

Every brand has a story to tell, whether it’s a 100-year-old legacy brand still on peoples’ minds or a little-startup-that-could that defied the odds to become a huge success. Authentic retellings of those origin stories resonate with audiences, giving them a glimpse into the real “personality” of a business or brand. Brand history stories are often inspirational, for instance, sharing how a brand overcame various obstacles. And they often involve milestone achievements or key historical moments, like a 1 millionth sale or its 100th year in business. 

Storied jeans brand Levi Strauss & Co. is a master of brand storytelling focused on its heritage and history. To mark the 100 year anniversary of its 501 jeans, the company did an entire three-part documentary series , “The 501 Goes to Work.” In it, Levi’s focuses on the working people who have relied on them over the years, including coal miners and cowboys. It also delves into the design and construction of the classic jeans, highlighting ways they’ve changed (and haven’t changed) throughout the decades.

Educate your audience

Brands can connect with audiences by sharing content that informs and enlightens them. It could be sharing an interesting fact they didn’t know, or something more practical, like teaching them a new skill. This is especially useful for brands who operate in educational-adjacent spaces, like Duolingo, a popular program for learning a new language. By presenting content that also serves as a micro-example of their language learning program, it gives audiences a glimpse into what’s possible while even teaching them a foreign word or two in the meantime. 

A memorable recent Duolingo spot demonstrates how in some languages words can drastically differ between different countries or regions, using avocado as an example. The fun, animated ad teaches the important language-learning lesson that there isn’t always one “right” answer for translating a word.

Solve a problem

A tried-and-true advertising strategy for brands is presenting a common problem and then proposing its product or service as the solution. This kind of content has a clear beginning, middle, and end, and concludes leaving the audience with a positive impression of the brand. The problems shown in these kinds of brand storytelling content should be relatable. 

Dollar Shave Club started out as a subscription service for razors and other shaving products. Its commercials are popular in part because they skewer a common problem (razors cost too much) using a humorous approach. Once they’ve grabbed the audience’s attention it seems almost like an afterthought to mention their own high-quality, less-expensive offering. This 15-second spot gets in, makes an impression with some ribald humor, then ends with a product money shot reiterating the message of affordability.

Follow your customer’s journey

One thing customers easily connect with is seeing people like them sharing their own experiences with a product. Showcasing customer testimonials that tell the story of how a brand’s products make their lives better every day creates a lasting impression. Before-and-after testimonials can be especially attention-grabbing, such as a weight loss plan or cleaning product. It’s not only exciting for audiences to see the results in action, it also makes a brand seem more credible or trustworthy in the eyes of audiences. 

A classic ad from business messaging app Slack portrays a company as it goes from disjointed patchwork of communications apps to a well-oiled machine, all thanks to Slack. It uses a breezy, humorous style, similar to a sitcom, as employees across the company give testimonials about how Slack has improved their lives.  Even though Slack is used by businesses of all kinds, it’s casual and light-hearted approach to talking about the inner workings of a company make it fun to watch compared to many corporate brand tactics .

Focus on a noble cause

Most people have a noble cause or two they believe in, and are often on the lookout for opportunties to support them. Brands often seize the opportunity to show off their commitment to causes, in part because it makes them more attractive to like-minded audiences. It also gives brands an air of authenticity, particularly when the cause they back aligns with the overall brand aesthetic or reputation. An outdoor company creating content about a company-wide river cleanup effort, for instance. Or an athletic wear brand trying to get more kids involved in youth sports. Brands showing audiences they care about the same things they do creates a powerful emotional connection. 

Eyeglasses brand Warby Parker created several campaigns around its Buy a Pair, Give a Pair program . The charitable effort promises the company will donate a pair of glasses to a person in need for every pair sold. It’s a moving message of how they’re giving back to communities around the world as a brand and making their customers a part of it.

Create impactful, authentic video with Storyblocks

Brands today are working to forge lasting connections with audiences, and they’re doing it through compelling and engaging storytelling. Marketing has become about so much more than just putting your product in front of an audience. Consumers today prefer brands they feel they can relate to on a personal level. Taking the time to craft and share an authentic brand story that resonates with your target audience will pay dividends year after year and boost your ROI from video . Don’t just market the things you’re selling, market the brand itself as something people feel they can get behind. 

So get creative, and be sure to maintain a consistent message as you develop brand narratives. Audiences don’t just want brands to say things that sound good, they want them to walk the talk. That’s why Storyblocks provides everything needed to tell effective, authentic brand stories. From high-quality stock footage, video templates, music, SFX, motion graphics and more, you’ll find every asset and tool you’ll ever need in our vast library. With a Storyblocks subscription , you’ll have unlimited access to the ultimate creative resource, freeing you to experiment as you build your brand’s stories.

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Olympics’ ‘Last Supper’ Controversy Continues: Vatican Is ‘Saddened’; John Oliver Mocks Donald Trump for ‘Turning Christian’

By Nick Vivarelli

Nick Vivarelli

International Correspondent

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• Turkey Blocks Instagram After Government Official Says Platform Removed Posts Mourning Killing of Hamas Chief 4 days ago

The “Last Supper” snafu has yet to die down.

More than a week after the Paris Olympics opening ceremony that appeared to parody Leonardo da Vinci’s “The Last Supper” painting, the Vatican has issued a statement in which it “deplored the offense” caused to Christians. Meanwhile, “Last Week Tonight” host John Oliver mocked Donald Trump’s outraged reaction at the ceremony.

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Oliver on “Last Week Tonight” showed footage of Trump’s reaction, in which the former U.S. president lashed out saying: “I thought it was a disgrace… I mean, they can do certain things, I thought it was, uh… terrible.”

“It’s always strange to watch Trump act like he cares about religion,” Oliver quipped, before referencing Trump’s own comments about Kamala Harris’ race at the National Association of Black Journalists conference. “Because to echo something I heard someone say recently: ‘I didn’t know he was a Christian until a number of years ago, when he happened to turn Christian. All of a sudden, he made a turn and became a Christian person.”

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