Every brand would love a good story to tell. But it’s easy to be mistaken and focus on irrelevant aspects of storytelling. And yet, the crucial elements of a good brand story are but a few.
What makes a good brand story
Why care about brand story? Few words have been as abused and misunderstood in the world of communication as “storytelling”.
The idea – beyond the hype – is correct. As Robert McKee points out, the classic story structure is the way in which humans tend to read and interpret reality (even their own life), so following narrative frameworks and conventions is the most efficient way to convey information and make it memorable.
As Robert McKee points out, the classic story structure is the way in which humans tend to read and interpret reality.
It’s not always clear, though, how one should bring this idea to life in branding. We often favor the most literal interpretation of the word “story”, so brands rush to create tales – long or short – sometimes with no need.
The good news here is that this effort is not always necessary, but at the same time we need a deeper kind of work that is not over with a well-produced film.
The difference between brand myth and brand story
When we think about a brand story, we often have in mind what is called “brand myth”, i.e. the foundational story of the company, which takes on a mythical aura and should orient all of the brand’s future actions.
Brand myths are very popular among business and branding nerds, and some made it into popular culture, as happened with the story of Google starting out from inside a garage.
Brand myths can look like superficial anecdotes, but – if well told – they often define the fundamental elements of the brand story (which we will cover in a while).
Take the example of Chobani, the famous American yogurt brand. Its Turkish founder of Kurdish origins – Hamdi Ulukaya – started the company by saving a small yogurt plant that was about to be closed down by food giant Kraft. In this little tale, you can already find all the values that form Chobani’s brand story.
The brand myth often states very clearly the reason a brand exists, one of the fundamental blocks needed to build a narrative. Beware, though, not to approach the brand myth as pure fiction: while a bit of “editing” is allowed, the foundational myth should have its roots in reality.
While very important, the brand myth is but a part of the brand story. The brand myth is an event situated in time and now finished, the brand story is an open platform.
A brand story has no end, as it’s not a conventional narrative. It has the essential elements of a story, but it should be possible to extend it without limits. Think Star Wars more than Casablanca.
The goal and the antagonist, pillars of the brand story
Every story worthy of the name is defined by a basic tension, and this tension is linked to the goal of the main character and to the antagonist that prevents him from reaching it.
This is probably an oversimplification, but it provides us with the two basic elements we need to build an effective brand story.
Without an antagonist, the protagonist won’t have any problem reaching his goal, and the story would have no tension. In other words, it would be boring. Better even, it wouldn’t be a story at all.
Take the example of Chobani. Its goal (beyond profit) is to produce yogurt in a traditional and natural way in the United States. Its antagonist is clearly Big Food, the food industry with its limitless power and unsustainable practices. It’s all written in the foundation myth, in the little plant saved from Kraft’s ax.
Or think instead about Apple in the 80s: its goal was to create beautiful computers, pleasant to use. Its antagonist? The conformism of corporate America, embodied by IBM and later by Microsoft.
Tension in a brand story is what inspires the most interesting communication ideas.
The goal is not necessarily a purpose as we define it today, i.e. a result in social or environmental impact. It’s rather what you can read in a company’s vision, something linked to business. Creating a good product is a goal, even though today we could find it not very sexy.
The antagonist, on the other hand, is not necessarily another company or brand. It could be a way of thinking, a system or some other “abstract” enemy. What matters is that it should stand in the way between the protagonist and his goal. It will be clear by now that defeating the antagonist once and for all is not the final goal.
The goal and the antagonist are often already well-identified in the brand myth, as we observed in the case of Chobani. This little story, if well-conceived, can help a brand understand what it works for and against. You might think your brand doesn’t have these elements but trust me: they are always there, you just have to dig deeper.
Creating an open and collaborative brand story
Brand stories, as we said before, are not closed. They are not finished novels, but ongoing narratives.
Being a “platform”, a brand story can be told in many different ways: from a commercial to a page on the website, from a statement of the CEO to the post of a customer. It’s not bound to conventional format. Everything adds a piece to the puzzle.
A story can also evolve. In fact, it has to, so it can mirror the evolution of society and culture around it. Let’s go back to the Apple example: the nonconformist narrative doesn’t make so much sense today. Apple is not a niche brand anymore, and many of the categories its narrative was based upon don’t exist anymore. It’s no coincidence that Apple today chooses to focus on the wellbeing and privacy of its users, defending them from the “villains” in Silicon Valley. In this new chapter, Apple gave a new spring to its human-centric positioning, adapting it to a changed society.
The final step is to make the story collaborative. A brand, as we know, is not entirely planned top-down, but belongs to everyone: users take it, remix it, interpret it, sometimes associate it with values that the company hadn’t planned for. In other words, customers can become co-protagonist in the brand story, and sometimes they can hijack it. For a brand it’s vital to be always listening to its audience so it can understand when it’s time to rethink the narrative.
Even from a moment of crisis, a new, captivating chapter could be born.
Get our perspective on the latest trends.
Subscribe to SUMO, our monthly newsletter.
Can You Turn a Business Around With Branding?
65% of businesses fail within 10 years, proof that it’s not easy to turn a business around. Could branding be an untapped resource to traverse treacherous waters?
READ MOREWhat’s Included in a Brand Identity Package?
As you set up your brand or refresh an existing one, the brand identity package is a crucial part of the work. But do you really know what you are expected to find inside?
READ MOREHow to Nail Your Brand’s About Us Page
The humble About Us page is sometimes overlooked in favor of the flashy homepage. But this corner of the website is far from useless. Here’s how you can make it work.
READ MOREWhat the Best Branding Agencies Do Right
What do the best branding agencies have in common? Not necessarily their style or approach, of course, but a set of values that delivers outstanding work.
READ MORE6 Luxury Branding Dos and Don’ts
Luxury branding is – in a sense – a league of its own, with its own dos and don’ts. The luxury audience has very precise expectations, and you’d better not break them.
READ MORECan you expand a small business with branding?
If you are looking to expand a small business, you have several ways to do that. Maybe you haven’t been thinking about branding, though. We explain why it might actually help your efforts.
READ MOREIs brand purpose really so important?
Everybody seems to be talking about brand purpose today. But while the keyword might be fashionable, businesses need to think hard about what it really means for them.
READ MOREThe importance of brand characters as part of brand identity
Have you ever considered the idea of tying your brand identity to a fictional character? It might sound like an obsolete choice, but numbers might just change your mind.
READ MOREWhere to start to build your personal branding
Turning yourself into a brand scares most people, especially because it’s hard to figure out how to differentiate oneself. And yet the answer might be easier than you think.
READ MOREHow to set your communication strategy if you have a “boring” brand
Not all brands are Nike or Burger King. But this doesn’t mean you should just put up with being “boring”. Just the opposite: it’s always possible to be interesting, as long as you have the right communication strategy.
READ MOREWhat brands should learn from gaming culture
Once considered a niche phenomenon, gaming is today the driving force in the world of entertainment, but most of all a culture that unites billions of people. And one that brands should watch carefully.
READ MOREIs your brand truly ready for the Italian market?
If you are thinking of expanding your business to the Italian market, make sure your brand can match the expectations and mindset of the locals.
READ MOREThe brand touchpoints your strategy shouldn’t overlook
The experience a client has of a brand is the result of many concurring elements. We often focus on only some of these, missing some precious opportunities.
READ MOREBranding across cultures: how to make it work (a true story)
As we get used to global brands, we tend to overlook the challenges of bringing a brand to a different culture from its own. Here are some pitfalls and solutions.
READ MOREHow relevant is nationality for a global brand?
In a global market, the national roots of a brand can add value. As long as you can leverage them in the right way.
READ MOREYour brand won’t work without a company culture
Companies are not black boxes, but entities that the world can see. What happens inside them contributes to defining their brand.
READ MOREHow to get a brand naming right and survive
Naming a brand might be one of the most exciting journeys, but also one of the most distressing. Some advice to avoid it going downhill.
READ MOREHow do you create a luxury brand today?
As all brands struggle to understand the evolving customer, luxury brands have the most daunting task: ushering their intangible values into a new era.
READ MOREStrategy for jewelry brands: do you know your audience?
Jewelry customers differ wildly. Knowing who is going to buy your jewels makes all the difference for structuring your brand.
READ MOREHow do you design a luxury logo?
Entering the luxury market is not an easy feat to accomplish for a brand. Attempting it with the wrong logo can be an utter disaster.
READ MOREHow to choose the best branding agency for your project
Creating a brand is such a sensitive matter, you will want to make sure you pick the right partner for the job. Here’s what to look for.
READ MOREHow to define a brand tone of voice you will actually use
Tone of voice is essential for your brand identity, but will you ever use that nice document or will it just sit somewhere on your hard disk?
READ MOREHow we created a boutique branding agency
Sublimio’s founder Matteo Modica shares his experience in starting and developing a boutique branding agency over the years.
READ MORECan small business really avoid developing a brand strategy?
For smaller brands it might be tempting to skip strategy and just get a bloody logo. But cutting corners might backfire.
READ MOREWhat can a boutique branding agency do for you?
Does branding require a large agency? Not really. Here is what brands can expect when working with a boutique.
READ MOREDo you need a logo design? 11 tips to write the brief
A complete briefing helps the designer to work better and faster, and the company to get the logo it had in mind. Here are 11 essential points.
READ MORENew logo vs. logo restyling: what is the best choice for a brand?
Like a custom-made suit, even a logo ages. And here the doubt often arises: change it completely or opt for a restyling?
READ MOREThe basic reasons why your brand is not working
When a brand doesn’t work every communication initiative is accompanied by enormous efforts. Here are some possible causes (and solutions).
READ MOREShould luxury brands leave social networks?
A complete briefing helps the designer to work better and faster, and the company to get the logo it had in mind. Here are 11 essential points.
READ MOREWhen a professional designer works for free
Are there situations in which it is legitimate, permitted or simply reasonable to adapt one’s professionalism to the context?
READ MOREFive things I learned about creative work in 2018
Why are all fashion logos in the world becoming the same?
Why fashion logos suddenly became identical? In my opinion, it’s not because of designers’ laziness.
READ MOREWill digital flatten the world of luxury?
Unique fashion branding now loves stories
Something is happening, in the fashion world and specifically in the fashion brand communication: from image, fashion is becoming a story.
READ MOREBeware: you’re already doing personal branding (even if you don’t do anything)
Some of us believe in it, others despise it. But all of us are doing personal branding, constantly. We just don’t realize it.
READ MOREThe brand and the founder’s effect
Is it obvious that a brand should reflect the nature of the founder? The answer is blurred and comes from my personal experience.
READ MOREYou read what we think.
Now see what we can do.