In the past 4 years, I’ve cut my teeth strategizing & writing award-worthy, revenue-increasing, results-snatching copy. And what really lights my fire is writing for woman-owned and BIPOC-led brands. I’m talkin’ the first day after a braiding appointment type of excited! Energizing them to go big with their bold ideas so that when launch time happens, the world thinks “OMG FINALLY, I’ve been waiting for something like this.” And giving them the tools to diversify the market.
If you’re not telling your brand story, you’re missing out on the most visceral and emotionally resonant way to connect with your people. But don’t worry, I’m about to put you on game.
Brand stories are the heart and soul of a business. What makes you unique. It’s what turns casual browsers into ride-or-die brand fans who’ll choose you over the competition every single time.
In this post, I’m diving deep into what makes brand stories pop. We’ll look at some brands that are killing it, break down what should be in your brand story, and I’ll even give you a formula to craft a fire brand story.
Let’s keep it real — people don’t just buy products anymore, they buy into brands. And what sells a brand better than a juicy story? Here’s why brand stories are your secret weapon:
But don’t just take my word for it. The Harvard Business Review spilled the tea that our brains are wired for stories (The Harvard Business Review). They literally trigger the release of oxytocin (the trust hormone). So when you tell your brand story, you’re not just talking, you’re building trust with your audience on a biological level. Now that’s power!
And get this: a study by Robert Walker and John Glenn found that pairing a product with a story can jack up its perceived value by a whopping 2,706%! That’s not a typo, babes. Your brand story could literally make your products over 27x more valuable in the eyes of your customers (The Brand Shop). If that doesn’t make you want to start storytelling, I don’t know what will!
Now, here’s some extra motivation to get that brand story popping: 68% of consumers say that brand stories influence their purchasing decisions (The Brand Shop). And it gets better — effective storytelling can lead to a 30% increase in conversion rates (Leapmesh)!
Rebundle said “Itchy scalps? Not on our watch!” Their brand story is all about revolutionizing protective hairstyles for Black women. They’re not just selling hair, they’re selling comfort and sustainability with plant-based, compostable braiding hair. That’s the kind of brand story that has Black women everywhere saying “Finally!”
Liquid Death looked at boring water brands and said “Hold my beer… I mean, water.” Their brand story is a middle finger to corporate marketing, with a mission to make people laugh while they hydrate and save the planet. They’re not just competing with other water brands, they’re going toe-to-toe with entertainment companies like Netflix. Now that’s a plot twist!
My client She Found Power turned her personal story into a purpose-led brand. Founder Jasmine Harry-LaRocque faced racism during childbirth and confusion afterward, and discovered many parents experience the same thing. So she said “Not on my watch.” Her brand story, proudly displayed on their About Page, resonates with mamas who’ve been there, letting them know they’ve got a ride-or-die in their corner.
Your brand story should be giving:
i.e., According to a study about The Mistreatment of Women during Childbirth in Health Facilities Globally: A Mixed-Methods Systematic Review, women commonly reported feeling discriminated against due to their ethnic or racial background. Plus, women commonly described communication issues with health workers that left women feeling “in the dark” about their care. So I knew I wasn’t alone in feeling this.
Or a more explicit mission statement, vision statement, and brand promise, like this:
Brand stories are more than just words on a page. They’re the vibe check your audience needs to connect with your brand on a deeper level. Whether you’re selling hair extensions, water, or empowerment, your brand story is what sets you apart in a sea of sameness.
And here’s the cherry on top: 5W Public Relations found that 71% of consumers buy more frequently from businesses that align with their values. Your brand story is your chance to show what you stand for and attract brand fans who share your values.
[INSERT PHOTO: A diverse group of happy customers or brand supporters]
Ready to craft a brand story that’ll have your audience more loyal than Beyoncé’s Beyhive? Start with my free Brand Voice Guidelines Workbook. It’ll help you nail down your unique voice so your brand story sounds authentically you. Don’t know your brand voice yet? Read this to help you find out.
Remember, your brand story is as unique as your fingerprint. Don’t be afraid to get personal, get real, and let your personality shine through. Your people are out there waiting to hear your story – so go tell it!