Articles

What is the power that stories have and how can they build brands?

Great stories show a way of resolving challenges:
They are about change in people’s lives.
They are about gain over adversity.
They have humanistic qualities of weakness, strength, hope, fear and desire.

We can be left with many feelings and emotions after a great story has been told such as admiration, happiness, compassion, optimism or empathy. Stories can resonate on many levels and in many ways, urging us to pass it on and share not just the story, but those feelings as well. They stick in our mind.

When thinking about your own brand story it’s important you really understand your brand. What are its benefits and what values does it encapsulate that you would like to express and share? In other words, what story are you trying to tell?

By having a clear focus on exactly what your brand is, you can then create a story that will powerfully resonate with your audience. It will invite customers to place themselves in the story, envisioning themselves as the central character.

NIKE brand story

Nike’s story is about individuals maximising their performance, gaining strength, stamina and bravery against all odds. It’s about personal reward. Their brand story talks about challenging yourself, achieving and striving to be the very best you possibly can. Your main enemy is yourself. Nike tells you that the road may be long and difficult, but not to give up, fight to win your ultimate goal.