All of us have at least one story that lives rent-free in our heads.
Be it that courageous hobbit travelling into the heart of darkness, or a band of superheroes getting over their differences to save the world, or a young Jedi discovering his destiny…
These stories stay with you because they matter to you. Whether you identify with stories about the little guy surmounting the odds, or resonate with stories of friendship – when you find relatability in a story, you derive meaning, purpose and joy from them.
What is a Brand Story?
And the objective of a brand story is to do just that. It has to take the reader for the ride. It has to chronicle the struggles and provide a satisfying resolution. A strong brand story begins with the identification of a significant problem. This realisation becomes the catalyst for your company’s mission: to provide a lasting solution. The narrative should detail the events that led to your founding, demonstrating how your company continues to address the initial challenge.
A simplified version of I Concept’s story goes like this:
As agency veterans, we witnessed firsthand the challenges businesses faced.
Clients struggled with exorbitant agency fees – from agencies who had little choice but to charge those fees. Services were fragmented, there wasn’t a one-size-fits-all solution for clients.
It was pretty much lose-lose.
But, we refused to believe there wasn’t a better way.
We decided to build I Concept Innovation, an agency that breaks down those barriers. Starting from scratch, we counted our victories and worked closely with each other. We combined our expertise in business strategy, design, and web development, and offering these services collectively on a retainer basis, creating a streamlined, comprehensive solution that delivers exceptional value. We’re committed to providing businesses with the integrated support they need to thrive, without the unnecessary complexities and costs.
Your Brand, the Hero
So how do you craft your brand story?
A good starting point would be to structure your story against the ‘hero’s journey’.
This is a storytelling pattern that has been used to tell countless stories. The general structure of the hero’s journey generally goes like this:
- The hero’s normal life before the adventure begins.
- The hero receives a signal or invitation to embark on a journey.
- The hero eventually accepts the call.
- The hero faces challenges, meets friends, and encounters foes.
- The hero faces their greatest challenge.
- The hero gains something of value.
- The hero returns home transformed, bringing knowledge or a gift to the ordinary world.
Simply put, you (and your brand) are the hero. You saw a problem, decided to fix it, and even though it was hard, you came out on top, achieving a winning solution that benefits many.
Writing Your Brand Story
With that in mind, crafting your brand story becomes easier.
Begin from the status quo. Talk about who you are before you started your company. This sets the scene and highlights your experience, providing essential context to how you developed the solution for your problem.
Highlight the conflict. What bothered you? What made you want to change the status quo and make things better? Write it from a personal level – meaning, how the problem directly affected you. By establishing this, you create a point of relatability for your audience. If done properly, they will empathise with you and buy into your story.
Provide the resolution. Naturally, you want a good ending to your story. Expound on how you arrived upon your breakthrough moment(s). But before even that, inject some tension by elaborating on any challenges you might have faced along the way, and how you overcame them.
Things to Look Out For When Writing Your Brand Story
So that’s the structure. But to truly craft a compelling brand story, you need to consider some factors. Incorporate them into your story and you might create something you can be really proud of.
Relatability. People connect with stories that reflect their own experiences. As a brand, don’t shy away from your challenges. Honesty builds trust. Show your vulnerabilities, and you’ll create a story that resonates deeply with your audience.
Target your audience. Stop trying to please everyone. Effective brands target a specific audience, i.e. your audience. Your story should speak directly to them, not the masses. Research your ideal customer and position them as the hero. Then, show how your product solves their biggest problem.
Be Honest. Trust is fragile. In today’s skeptical world, your brand story must be built on truth. Don’t make promises you can’t keep. If you value work-life balance, prove it. Your story is only effective if your actions align with your words. Define your values, live by them, and then tell your story.
The key takeaway is clear: authenticity wins. By sharing your genuine struggles and triumphs, and by crafting a story that prioritizes your ideal customer, you build a bridge of trust. Remember, your brand story is a reflection of your values and actions. Make it real, make it meaningful, and make it connect.
Weave Your Brand Story with I Concept.
We at I Concept are a fully integrated creative agency specialised in helping your brand reach hearts and minds, from the AI space, the digital sphere, right down to physical spaces as well.
We’re the perfect-sized solution for businesses like yours. We offer the expertise and creativity of a large agency, without the hefty price tag. We’re nimble enough to adapt to your changing needs, and focused enough to give you the personalised attention you deserve.
Our expertise ranges from branding in Singapore, digital marketing, web design and development, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape.
Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative marketing campaigns. Apply for the PSG now to kickstart your digital marketing journey with I Concept.
Contact us today!
