Forget features & benefits: 5 ways to tell your brand story
Is your business telling a brand story, or are you still stuck on the old marketing model of show and tell?
Leading with features and benefits is so 2012. To stay competitive in today’s market, you need a compelling brand story, and the good news is that building one is far more achievable than it sounds.
Contents
- What is a brand story?
- How to tell your brand story
- Who
- What
- Why
- Where
- How
- Frequently asked questions
What is a brand story?
Not even sure what it is? A brand story is a cohesive narrative that sparks an emotional response in your audience. Part of that story is beyond your control, because it includes what other people, your customers, say about you. But you can absolutely shape the conversation by crafting a story of your own to share with them.
Why bother? Because emotion, not logic, drives most buying decisions, and story is how you reach it. Research shows customers who feel emotionally connected to a brand carry a 306% higher lifetime value and are far more likely to recommend you than those who are merely satisfied. A brand story is one of the most reliable ways to build that connection, and it grows naturally out of a clear brand strategy that gives your story something true to say.
How to tell your brand story
It might sound daunting, but it does not have to be. In any good story, it comes down to the who, what, why, where and how. These five simple elements are a brilliant starting point for your brand narrative. Even better, you do not need to cover all of them. One or two is plenty. Just pick the element or two with the most compelling, emotive angle for your business.
The right choice depends on knowing your audience and what they actually care about, which sits at the heart of any good brand strategy. Here is a quick guide to which element tends to suit which situation, before we look at each one in turn.
| Element | Tell this story when… |
|---|---|
| Who | There is a notable founder, or you are building a personal brand |
| What | What you offer is unusual or easily misunderstood |
| Why | You have an inspiring reason or a purpose-led approach |
| Where | Place matters, like locally made or ethically sourced |
| How | You do things differently from everyone else |
Who
This is a story you can tell, but tread carefully, because it is often overtold or told badly. People do not want a long, dry history of your business, and they do not really care about every twist and turn you took to get here. They want to know who you are only if there is something in it that means something to them.
Leading with the who works well when there is a notable or well-known person at the front of your company, or when you are building a personal brand. It is also worth exploring when your who and your why are bound up together. Marie Forleo’s personal brand, and the founder story behind Australian shoe label Rollie, are good examples of the who done well.
What
In a good story, there should be very little telling of what. It is the least interesting part and it tends to spoil the punchline. That said, your audience does need to be crystal clear on what you actually do, especially if your offering is at all ambiguous. For some businesses the what is obvious. For others it needs spelling out, and if people do not get it, you lose them.
The trick is to tell your what in a fun, engaging way rather than a flat one. The team at SweatBlock are a good example of a brand that takes a simple what and makes it properly entertaining, turning a functional product into something memorable.
Why
If one of these five elements tends to be the most powerful, it is your why. Why is inspiring and emotive. So if there is an interesting or meaningful reason you started your business, share it. And if you have chosen a deliberately different path, such as ethical or eco-friendly measures, that is another why your audience will likely find compelling.
The Australian social enterprise thankyou. is a brilliant example of a brand led almost entirely by its why. Articulating that why clearly is also what gives you a sharp position in your market, the kind that competitors find hard to copy.
Where
The where will only suit some brands, but for the right ones it can be a persuasive piece of the puzzle. Perhaps your company makes all of its products in Australia, or goes to great lengths to use only ethically sourced ingredients or materials. If place is part of what makes you who you are, lean into it.
Australian chocolate maker Loving Earth is a good example of the where put to work, building provenance and ethical sourcing right into the heart of its brand story.
How
Bring the how into play when there is something different about the way you do things. Maybe you take an entirely different angle to everyone else in your industry. Or maybe eco-friendly or ethical principles are a key driver of how you operate.
How is a story audiences are increasingly drawn to. People want transparency, and they are driven to align themselves with brands that are committed to making a difference. If that is you, make sure you broadcast it far and wide. Doing things differently is also the essence of your USP. Burt’s Bees is a brand whose how, built on transparency and natural values, does a lot of the talking.
| Element | A brand that tells it well |
|---|---|
| Who | Marie Forleo, and Rollie |
| What | SweatBlock |
| Why | thankyou. |
| Where | Loving Earth |
| How | Burt’s Bees |
Frequently asked questions
What is a brand story?
A brand story is a cohesive narrative that sparks an emotional response in your audience and communicates who you are and what you stand for. Part of it is shaped by what your customers say about you, and part of it is the story you deliberately craft and share. The goal is connection, not a list of facts.
What is the difference between a brand story and brand storytelling?
Your brand story is the narrative itself, the core of who you are, why you exist and how you help. Brand storytelling is the ongoing practice of telling that story across your website, marketing and every customer touchpoint. You define the story once, then tell it consistently over time.
How do I tell my brand story?
Start with the five elements: who, what, why, where and how. You do not need all of them, just the one or two with the most compelling, emotive angle for your business. Pick based on what your audience cares about, then tell that element clearly and consistently across your touchpoints.
Which element of a brand story is the most powerful?
Usually the why. A clear, authentic reason for existing, especially one tied to purpose, ethics or a meaningful origin, tends to be the most inspiring and emotive thing you can share. That said, the best element is the one that is true for your business and meaningful to your audience.
Do I need to tell all five elements of my brand story?
No. Trying to tell all five at once usually dilutes the message. One or two well-chosen elements, told well, will always beat five told briefly. Pick the angle with the strongest emotional pull for your particular audience and lead with that.
Why does a brand story matter?
Because emotion drives most buying decisions, and a brand story is how you connect emotionally. Customers who feel connected to a brand are significantly more valuable and loyal, with a 306% higher lifetime value than merely satisfied ones. In a crowded, increasingly AI-generated market, a true and specific story is also one of the hardest things for competitors to copy.
Read more: 5 more ways to approach brand storytelling
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