Why are Brand stories so important in creating compelling communication? I’ll let someone far more intelligent begin…

“Leadership involves the creation of powerful narratives…that are much more than mission statements or messages. They are actual stories where there are goals and obstacles, where good and bad things can happen along the way, and where the people involved feel part of an enterprise that’s trying to end up in a better place. Top businesses are using stories to share knowledge and build effective corporate cultures.”

Howard Gardner, Harvard University

Well said Howard! Brand stories saw a revival about 10 years ago. Sadly, the idea has never found the credit it’s really due. Why?

Firstly, true brand stories are simply not there to be direct sales tools. Secondly, and most fundamentally, brand stories only work if there’s a deep authenticity to them.

Let me explain.

Selling stuff

We’re all looking for that little edge – that final, gentle push that makes a potential customer buy from you rather than the next guy. Selling through stories is a fairly effective way of doing this – but it’s not the same as your Brand Story. Sales stories usually end up being more like embellished case studies than real “stories” – nothing wrong with that, but they don’t serve the same purpose. Look at it this way:

Sales stories can help sell the businesses product.

Brand stories explain the reason that business exists, and therefore its value.

Put another way; Sales stories prompt a call to action, Brand Stories give a reason to believe.

Brand stories encapsulate the journey for that business, the highs and lows, the successes and failures, the visionary who saw the World slightly differently and went out to change it. They are the expression of an inner belief system that builds authentic depth to a business; and authenticity and depth are key to differentiation.

Sales stories can be used by staff to leverage a potential sale but the process is different and brings about different results. It’s more focused on the benefits behind a product, that you can encapsulate in a narrative. Useful, and effective, but not a Brand Story.

Brand stories and the “why”

Behind every great business is a “why”. This “why” drives everything that business does, and often the way that it’s done. It often comes out in stories, which add a layer of character and depth to the business and, by proxy, what it sells. But you’re buying in to that business’s “why”.

Great businesses always have a compelling “why” underpinning them, or more accurately, they’ve recognised the value of a Brand story in supporting their position.

Finding, encapsulating and expressing that “why” can bring a dimension to a business that’s often lacking. It solves the “your product, service and delivery are all as good as the next person’s, so what next?” conundrum.

For anyone interested in the reasons for the importance of “why” I’d recommend Start with Why by Simon Sinek.

Authenticity is key

The key to a great Brand Story is authenticity. We’ve found this time and time again – when a story doesn’t quite ring true it undermines a customer’s belief in the business. Stories are about unrelated events, about people, about failure and humanity. They’re about belief in a greater cause – a vision to create a business that does more than just sell.

If there’s a dissonance between what you “say” your story is, and what your customer knows to be true, you’re demonstrating that you don’t really know yourselves. Being true to oneself and building an authenticity into your story are the key to getting the right people to adopt it.

These things can sound a bit “other worldly” until you think about the percentage of a purchase that’s made up from emotive reasoning. Even in the driest of B2B sectors, emotive reasoning still plays a huge part.

Relevance. Then and now

The shift in consumer empowerment has meant your customers have a hand in creating the Brand narrative. Their impressions of your business all add, or detract, from the original story and position.

For some, this is a terrifying thought, but usually only those who are masking their “why” with a story veneer. It’s not the feedback that worries them, it’s the fear of being found out! It’s another reason why honesty and authenticity are so vital.

I don’t want to make a big song and dance about social media but in terms of empowerment, it’s had a HUGE impact on customers’ ability to make their own stories up about a brand. What’s more, they can then communicate these stories to other potential buyers.

Businesses only have a small percentage of the power they once had in this relationship, so the role of accuracy and honesty are more important than ever.

In summary

Brand stories, weaved into your business and expressed through your communications, gives a powerful depth to your position. They explain why you do what you do. This, in turn, gives your customers both reassurance and a sense of why you’re different.

That difference – a way of setting you apart from your competitors – is becoming ever more important. Consumers are actively solicited constantly by your competitors. First mover advantage lasts just months. Price competition and comparison is instant.

But you can’t just make something up, nail it together and hope it holds. Customers can spot fakery instantly, and tell their Facebook friends and Twitter followers in seconds – so your brand story needs to match what really is at the heart of your brand.

But get it right, build a powerful brand story that’s authentic, well-communicated and sound, and no competitor can touch you.

Written by James Freeman-Gray