How to build a brand story that your audience will remember
Last week, I bought two candles.
One came in a basic glass jar with a sticker that said “Lavender.” That was it. No brand name, no vibe, no personality. Smelled fine. I lit it once. Haven’t thought about it since.
The other one?
It came in a matte black box with a handwritten note: “This blend was inspired by late summer in the south of France: lavender fields, warm wind, and slow evenings.” The label said “Evening Ritual.” I lit it immediately. Now I light it every night. And I follow them on Instagram. And yes, I’ve told like three friends about it.
Same product. Completely different experience.
Why?
One was just a product. The other had a story. And that’s what branding is all about. It’s not just what you sell. It’s what people feel, remember, and connect with. So how do you create a brand story like that. One that sticks? Let’s break it down.
1. Start With Your ‘Why’, the Heart of Your Story
Before you dive into fancy visuals or catchy slogans, ask yourself: Why does your brand exist?
This isn’t just about what you sell. It’s about why you do it. Are you solving a problem? Challenging the status quo? Helping people live better lives?
Take a moment to dig deep and define your brand’s purpose. This is the foundation of your story, and it should resonate emotionally with your audience.
Example: Patagonia exists to help protect the planet. Their mission goes beyond selling outdoor gear. It’s about environmental activism. By staying true to this purpose, they’ve built a loyal community who believes in their cause, not just their products.
2. Think about what your Audience cares about and Make Them the Hero
Your brand story isn’t about you; it’s about them.
Once you understand your “why,” focus on your audience. Who are they? What are their challenges? What do they care about? What feelings, frustrations, or aspirations do they have that your brand can help address?
A powerful story is one that evokes empathy, making your audience feel understood. When you make them the hero and show that you get what they’re going through, they connect with your brand on a deeper level.
Example: Dove has built its story around empowering women and challenging beauty standards. Their audience feels empathy because they are addressing real insecurities, struggles, and desires that many women face when it comes to body image.
3. Be Authentic, Share the Details, and tell the Real Story
Let’s be real for a second. People can spot a fake from a mile away. So why not give them the real deal?
When it comes to building a brand story, authenticity is everything. Forget about the perfect, polished image. What people really connect with is the real you. The behind-the-scenes hustle. The messy moments. The struggles. That’s the stuff people want to hear.
Being authentic means showing your true self, even if it’s not always pretty. Share the mistakes, the setbacks, and the lessons learned along the way. By doing this, you’re saying, “Hey, we’re human, just like you.” And guess what? That builds trust.
Let’s talk details. When you show the real story, like how your product went through 10 rounds of testing or the sleepless nights spent figuring out how to make it work, you add a layer of depth that makes your story compelling and relatable. The little details are what make the difference between a brand people remember and one they forget.
Example: Ben & Jerry’s didn’t just start making ice cream. From the very beginning, they were open about wanting to create a company that also supported social causes. They publicly shared their efforts to fight for environmental protection and fair trade, even when it was tough. This transparency and honesty made their customers feel connected to their mission, not just their ice cream.
So, ditch the perfect image and let your brand story be as real as it gets. When you show your audience that you’re human and share the details, they’ll stick around for the journey.
4. Use Emotion to Create a Connection
People don’t remember facts and figures the way they remember how something made them feel. That’s why emotion is your secret weapon in brand storytelling.
Think about it. When you tell a story that makes someone feel something, whether it’s excitement, joy, inspiration, or even empathy, they’re much more likely to remember your brand. Emotion sticks with people. It’s the glue that holds your brand in their minds long after they’ve moved on to the next thing.
To do this, you have to figure out how you want your audience to feel when they experience your brand. Do you want them to feel empowered, inspired, or maybe comforted? Once you know this, every piece of your brand story should support that emotion.
Example: Take Casper. This mattress company isn’t just about selling beds. It’s about creating the ultimate comfort experience to help people sleep better. Their messaging is all about how quality sleep can improve your life. Through clever advertising and an easy-to-understand product offering, Casper taps into the emotion of relaxation and well-being. Their story focuses on the importance of rest and how their product is the key to a good night’s sleep.
Creating a brand story that resonates with your audience takes more than just a catchy slogan or a pretty logo. It’s about connecting with people on an emotional level, being authentic, and sharing the details that make your brand unique. By focusing on who you are, what your audience cares about, and how you make them feel, you can create a brand story that sticks and builds long-lasting relationships.
Remember, storytelling is powerful. Your brand has a story to tell, and when you tell it right, it can transform your business and attract loyal customers who genuinely care about what you do.
