Branding is… an inspiring fairy tale

T he brand story describes who you are and what your customers shall experience you are. The story goes beyond the “about us” section on your website, the text you write about your company for advertisement, the concepts you sell to investors or customers. The story is all the facts around you, the feelings and interpretations that other have about you. Think about the story when you start, where you are now and who you want to be in the future, to create your story for your customers and give them the inspiration to evolve the story about you.


You want to create loyalty and connection with your customers. You don’t want to be just another chain in the industry. By creating a brand story you differentiate yourself from others, you stand out and your products or services get noticed. With your brand story you make people care about your brand, understand why they need you and convey them your values. So in the end, the story is all about the relationship between your company and the customers that will probably begin even before start to buy your products.


You need to know how your brand can be a solution for your audience. And for this you first need to know them. How is their daily life, their habits, their relation to business and to media? The more (!) answers you have for your questions the closer you are to them. Define the emotion that describes your brand, write down many words untill you hit it. Once you know this emotion, your customers will know it and feel it. Position your brand. Define your target group, your product and its benefits. What is your competition and why are you different from them?

Be authentic. None of us like to be manipulated. Tell your customers the truth, express them your difficulties, your way up, your struggles, but mainly your achievements and reached goals. People will take action when they feel the connection with your lifestyle and difficulties you face. You need to be closer to real life problems and not to luxury stories which are unrelated to them. Define yourself for the others the way you want them to see you. Design your brand that has such an impact, that others like to share your story.

The elements of a brand story

  • Know yourself. Genuine brand stories come from the heart of the company and they are a point of reference for every decision, for the target of the customers, for the decision of who to hire and what products and services they want to sell. It’s a spirit, a mission and a vision, packed in a story.
  • Brand stories reveal the difference your brand makes for a customer’s life.
  • They are reliable and customers find a connection to them.
  • Through a story you publish the information you want to be rememberable. It is a much easier way for people not to forget an information.
  • Your brand story needs to have a deep meaning to bring emotions or show humor so people like to share it.
  • Stories always evolve because they have character, conflict, challenges and barriers to cross, a peak of pressure and a solution. And they start over again.

Brand story examples

  • Uber: “By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers,”.
  • Airbnb: Airbnb says it is a trusted community marketplace for consumers to list, discover, and book unique accommodations for unique travel experiences.
  • Gillette: The “We Believe” brand story video campaign from Gillette sparked conversation and controversy by suggesting that now is the time for men to “be better,” and move on from the toxic masculinity that is a cultural focus right now. This brand storytelling example, launched in January, takes the company’s 30-year-old slogan, “The Best a Man Can Get,” and shows how men can do better by pointing out toxic behavior when they see, intervening when appropriate, and protecting their children from bullies.