How To Tell Your Brand Story Without Boring People

Hello and welcome to another episode! Have you heard that you’re supposed to have a brand story? And if so, are you confused about how to tell it? Or scared that peoples’ eyes will glaze over when you do?

I feel the same and have struggled with this concept so much!

But by watching “Big Dreams, Small Spaces” with Monty Don (England’s favourite gardener) as we tried to plan our own garden I learned one very important lesson!

  • A Brand Story is simple. In fact, the simpler, the better. 

So… if you want a simpler way to find and tell your brand story, stick around! 

I used to think that brand story was based on a “story” – you know: the step-by-step of how a brand came to be. 

But that’s totally wrong! And I want to share two examples to help you understand. 

Bad Storytelling: No Lasting Emotions

My memory may not be exactly right, but this is the basic gist: A family trying to combine an Aztec theme with a Greek theme. 

There were a few problems with this:

  • So many elements made it hard to create a cohesive space
  • The garden had some neat elements. But, it didn’t “feel” like anything.
  • It really hard for them to decide on layout, design elements or styles, and even plants.

Something like this might not bore someone to tears. But because there is a lack of harmony or consistency in the story, people aren’t left with a strong emotional memory.

And emotions are what excite us and connect us with people and a brand. 

Good Storytelling: A Centre

Those who had the most success were those who had a central theme for their garden. This is essentially the story. 

For example, a young artist-couple moved to a small home in a neighbourhood that the government was trying to revive.

They didn’t have much money but wanted to have a cozy, eco-friendly garden space for their son and themselves.

The result:

  • Everything used was second-hand.
  • They created a bug hotel.
  • Turned their roof into a green space.
  • The space was welcoming, friendly, and artisticly-designed.

This is an easy story to break down which is why it works so well.

Two creative and hard-working artists in love and expecting their first child are on a mission to turn an abandoned neighbourhood into an eco-friendly, artist-friendly community for families. 

It’s a story of adventure, hope, and succeeding against all odds.

And I don’t know about you, but I want to see how it unfolds! It is the opposite of boring!

What Now?

  • What is the central inspiration to your story?
  • Write out a few bullet points of important events and situational events that inspire.

And come back next week! I’ll be talking about how you can apply this to you and your business – and how to get the answers you need without guessing. 

And make sure to like this channel if you want to join me in the messy (but beautiful) intersection between personal development and marketing strategy to create a brand that connects with your clients and sells more!

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About the author

Susanna has been helping small brands and businesses get more value out of the web since 2008. She has worked in the areas of content creation (blog, social media), copywriting (funnels, websites, email), design (social media, website, digital), and conversion optimization (FB ads, Google ads, Youtube Ads, SEO). Her motto is to Out-think, Out-create, and Out-convert. NOT, Out-spend!