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How to Craft a Brand Narrative That Resonates



A clear brand narrative is an essential part of your marketing strategy. It tells your audience who you are, what you do, and why you do it. A brand narrative will often touch on your organization’s origin story and where you fit into the market. It gives your target audience a reason to choose your business over your competitors.

Writing a brand story like this demands a deep understanding of your organization. It also requires a delicate balance of clarity and creativity. Here are six ways to craft a brand narrative that reflects your organization and will resonate with your audience.

1. Start With Internal Messaging

The first step in telling your company’s tale is getting your team on board. Think of your team members as stewards of your brand’s image. They need to understand the core pillars of your brand’s narrative in order to succeed in their work. They may also have plenty of creative ideas to contribute to that narrative.

Start by refining your team’s own messaging and content. Your organization’s documentation, training materials, and internal communications all set the tone for your marketing efforts. This means your internal messaging needs to reflect your brand’s values, goals, and personality. If you’re struggling to develop such documentation, a technical writing services provider can help you get your internal messaging campaign off the ground.

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2. Identify Your Target Audience

Before you can write a brand narrative that resonates, you’ll first need to know whom you’re talking to. In other words, you need to identify your target audience. Begin by looking at specific demographics, like the age, gender, and location of your customers. You’ll tell a different story to recent college grads on the East Coast, say, than you would to Arizona-based retirees. Once you’ve gained this basic info, dig deeper by looking at your customers’ interests, behavior patterns, and pain points.

To further suss out your target audience, consider other investigative approaches. One of the easiest ways to ID your audience members is to talk with your sales and customer service reps, as they work with your prospects and customers every day. Market research initiatives will help you collect hard data about your customers in more detail. With this information in hand, you can better determine what language will resonate with them.

3. Define Your Mission

Your organization’s mission should be at the heart of your brand narrative. If you don’t have a defined mission, now is the time to create one. Your mission statement conveys what your organization does and why you do it. A mission might also touch on how your organization operates and whom you serve.

An effective mission statement illustrates your organization’s goals clearly and concisely. This is information that belongs in the brand story you tell. For example, a mission statement for a healthcare company could focus on the goal of helping customers live a longer, more comfortable life. Your brand’s narrative should explain how you strive to meet your mission goals in your day-to-day operations.

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4. Specify Your Core Values

Your brand’s core values should also be an element in your story. Your core values are the things that are most important to you as an organization. These core values should go beyond your marketing materials and be reflected in your operations and customer relations. If integrity is a core value, for example, it should show in your internal controls and your fair, transparent dealings with customers.

Common examples of core values include trust, passion, and innovation. However, your core values should be completely unique to your brand. For example, the healthcare organization’s top values may be compassion for patients and accountability for outcomes. Once you define your core values, you can use them to inform your brand’s narrative.

5. Build a Conflict and Resolution Into Your Brand Story

In order for your brand story to make an impact, it needs to be engaging. Structuring your narrative with a conflict and a resolution will help keep audience members hooked. This structure works well because it highlights your brand as an active presence. The conflict and resolution arc positions your brand positively as a solver of problems.

There are many potential “conflicts” you could highlight as part of your brand’s narrative. Maybe your product fills a specific niche in the market that no other brands were addressing previously. You may also have had to overcome financial, creative, or operational obstacles to launch your brand. The resolution should illustrate how your brand solved — and continues to solve — the problem. This is also a great place to highlight your values and what differentiates you from competitors.

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6. Support Your Narrative With Brand Guidelines

Once you’ve defined your brand’s narrative, you’ll need to infuse it into your marketing materials via brand guidelines. Brand guidelines are a great place to specify the visual elements of your brand, such as your fonts, colors, and shapes. This is also an opportunity to clarify your brand’s voice. Consider the type of language you want your brand to use, and specify the tone you want your copy to have.

Brand guidelines give your narrative its characteristic look and feel. As your team grows, they will be able to refer back to your guidelines as they develop new content. This ensures that your narrative remains present in all of your future initiatives.

Final Thoughts

Every brand has a unique story to tell. Your brand narrative is part of what makes your company special and interesting. Crafting a cohesive one requires you to understand your brand inside and out. It should go beyond your origin story and to reflect your brand’s values and goals.


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