Business Storytelling 101: How to Create an Evocative Brand Voice

Write a brand story that explains the stakes and reveals the solutions.

Did you know that your brain is wired to respond to engaging narratives? It helps us to effectively remember and process information.

So, what does this all mean for your brand? A well-crafted brand story can inspire, engage, and prompt consumers to take action. It can also boost brand loyalty and foster deeper connections with your audience.

But how can you write a compelling narrative for your brand? It all starts with the protagonist, i.e. your ideal customer.

The Simple Formula for an Effective Brand Story

 A killer story includes three essential components:

1.     The status quo, or the starting nature of the lead character’s situation.

2.     The conflict, or the challenge that disrupts the situation. These are your customer’s pain points. Without adversity, there’s no emotional journey that readers can relate to.

3.     The resolution, or how the protagonist surmounts their obstacles.

Let’s look at a less-than-thrilling rewrite of Little Red Riding Hood.

Some girl in a red-hooded cloak goes for a walk in the woods on her way to her grandma’s house. She passes a sketchy-looking wolf leaning against a tree. They lock eyes before Lil’ Red continues on her way. Ten minutes later, she arrives at her grandma’s. The two have lunch, chat about the weather, and play a game of Scrabble. The end.

Did this story keep your attention? Did you walk away with anything of value? Did you empathize with the protagonist?

Your answer should be a resounding no.

Let’s now rewrite the story using the three-step formula.

Status quo: Lil’ Red takes a shortcut through the woods on her way to her grandmother’s house.

Conflict: As she’s entering a dark-canopied section of the forest, a Big Bad Wolf suddenly emerges from the shadows and asks her where she’s headed. Lil’ Red tells him she’s on her way to visit her grandma. He suggests that she pick some wildflowers for her grandma as a thoughtful gift. While the naïve Lil’ Red goes to gather the flowers, the wolf breaks into her grandmother’s house, gobbles her up, and disguises himself as the old lady.

When Lil’ Red arrives with her flowers, she notices that something is off, but she ignores her intuition. The Big Bad Wolf leaps out of the bed and swallows the girl whole. He then takes a nap.

Resolution: A nearby hunter hears the commotion and races to the house. He finds the sleeping wolf, his belly bulging with the girl. The hunter cuts the wolf’s stomach open with an ax, setting Lil’ Red free. He then fills the wolf with heavy stones, ultimately killing the beast.

Isn’t that version better than the one where Lil’ Red and her grandmother play board games?

How to Create a Brand Story

When developing your brand story, think about the challenges your customers need to overcome. What’s at stake? How can your business make their lives better?

Throughout your story, use simple, conversational words that the consumer can easily understand. As the father of advertising, David Ogilvy, said:

“If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.” 

By identifying the customer’s pain points and explaining how your business can solve their challenges and enhance their lives in easy-to-understand language, your brand will create connections while boosting profits.