{"id":29588,"date":"2022-05-17T08:00:19","date_gmt":"2022-05-17T12:00:19","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=29588"},"modified":"2022-05-25T12:18:54","modified_gmt":"2022-05-25T16:18:54","slug":"how-to-come-up-with-a-brand-story","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/05\/how-to-come-up-with-a-brand-story\/","title":{"rendered":"How to come up with a brand story"},"content":{"rendered":"<h2>\u2018How we make it\u2019 and 4 other ways to find a brand narrative<\/h2>\n<p>The other day, my wasband came home with a bottle of Kelt \u2014 not his usual cognac. When I asked why he\u2019d switched brands, he pulled out the box and started reading:<\/p>\n<figure id=\"attachment_29589\" aria-describedby=\"caption-attachment-29589\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29589\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/how-to-come-up-with-a-brand-story\/how-to-come-up-with-a-brand-story\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story.png\" data-orig-size=\"400,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-come-up-with-a-brand-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Why did my husband switch cognacs for the long term? Brand storytelling made him do it.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story-300x225.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story.png\" alt=\"How to come up with a brand story\" title=\"How to come up with a brand story\" width=\"400\" height=\"300\" class=\"size-full wp-image-29589 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story.png 400w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story-300x225.png 300w\" data-sizes=\"(max-width: 400px) 100vw, 400px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 400px; --smush-placeholder-aspect-ratio: 400\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"29589\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/05\/how-to-come-up-with-a-brand-story\/how-to-come-up-with-a-brand-story\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story.png\" data-orig-size=\"400,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-come-up-with-a-brand-story\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Why did my husband switch cognacs for the long term? Brand storytelling made him do it.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story-300x225.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story.png\" alt=\"How to come up with a brand story\" title=\"How to come up with a brand story\" width=\"400\" height=\"300\" class=\"size-full wp-image-29589\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story.png 400w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/05\/how-to-come-up-with-a-brand-story-300x225.png 300w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/noscript><figcaption id=\"caption-attachment-29589\" class=\"wp-caption-text\">Why did my husband switch cognacs? Brand storytelling made him do it. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/cognac-pouring-into-glass-splash-isolated-370860620\" rel=\"noopener\" target=\"_blank\"><em>Image by artjazz<\/em><\/a><\/figcaption><\/figure>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Centuries ago, it was discovered that cognac, which was sent from France to the colonies, improved dramatically during the long sea voyage. The rolling of the sea, the temperature variations, frequent air pressure changes and the sea air itself rounds the spirit off in a beautiful way.<\/p>\n<p>In the 20th century came the age of brands. This meant the spirits were shipped in bottles rather than in oak barrels. The magical effect of the sea was lost as a spirit does not mature once it is bottled.<\/p>\n<p>Kelt has revived the tradition \u2026 We send our already aged spirits, still in oak barrels, on a three-month sea voyage around the globe. This, the Kelt Tour du Monde, creates a unique spirit and restores an aspect of quality lost for almost a century.<\/p><\/div>\n<p>My wasband takes his cognac seriously. Why did he change his brand? The story made him do it.<\/p>\n<p>Whether you\u2019re writing social media or blog posts, content marketing pieces, stories on your website or even your mission statement, you can connect with your target audience with a great brand story. Brand storytelling can help you sell products, services, programs and ideas.<\/p>\n<p>The good news is, your brand story probably already exists. In fact, you may already be telling it. Here are four ways to spot a good story that might be right in front of your eyes:<\/p>\n<h3>1. Tell your inception story.<\/h3>\n<p>The trucking insurer Great West Casualty Company makes its inception story part of its brand:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Our founder, Joseph A. Morten, moved to South Sioux City, Nebraska, in 1936. Seeing a large amount of truck traffic crossing into Nebraska from Sioux City, Iowa, Joe established the Motor Carriers Service Bureau to help truckers obtain Interstate Commerce Commission and state permits.<\/p>\n<p>As truckers crossed the bridge, Joe would jump up on the running boards of the trucks and offer the services of the Motor Carriers Services Bureau.<\/p>\n<p>From that time on, a partnership with trucking professionals and a tradition of service were firmly ingrained within Great West.<\/p><\/div>\n<p>From <a href=\"https:\/\/www.britannica.com\/topic\/Nike-Inc\" target=\"_blank\" rel=\"noopener\">Nike<\/a> to <a href=\"https:\/\/www.warbyparker.com\/history\" target=\"_blank\" rel=\"noopener\">Warby Parker<\/a>, inception stories can form the foundation of a brand\u2019s storytelling. Show how your company solved a problem, challenged the status quo or turned an industry on its head.<\/p>\n<p>Whether you\u2019re working for a multinational or a nonprofit, helping small business owners or building your personal brand, ask, \u201cWhat\u2019s my inception story?\u201d<\/p>\n<h3>2. Share your product\u2019s history.<\/h3>\n<p>Want a little drama to go with your drink? I read this story off a bottle of Blenheim water:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">Within the majestic setting of Blenheim palace, an ancient spring has been supplying natural mineral water to king, queen, duke and duchess for centuries. The superior quality of the water was discovered by King Henry when he hid his secret love at Blenheim and built her a pleasure pool by the lake. To this day Rosamund\u2019s well remains as a poignant reminder of this fatal love \u2014 for the jealous queen discovered the king\u2019s lover in her bower and stabbed her to death!<\/div>\n<p>Must be something in the water. Perrier also tells its interesting history, including these highlights:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<ul>\n<li>In 218 B.C., Hannibal\u2019s army camped out by a carbonated spring in what is now Provence in southern France.<\/li>\n<li>In 58 B.C., Julius Caesar\u2019s soldiers built a stone basin at the site. They drank the water and bathed in it for its healing powers.<\/li>\n<li>In 1863, Napoleon signed a decree acknowledging that the spring contained natural mineral water. Health-seekers flocked to the spa.<\/li>\n<\/ul>\n<p>Today, the spring is the source of Perrier, the most popular bottled water in history.<\/p><\/div>\n<p>We can\u2019t all claim that Julius Caesar used our product. But most of us can reveal interesting stories from our product or services\u2019 past.<\/p>\n<h3>3.Tell the stories behind the lists.<\/h3>\n<p>Too often, communicators cover employee awards by running lists of winners\u2019 names. But that reduces the drama of human achievement to a series of bullet points and a few dry words.<\/p>\n<p>Instead, take a tip from <em>FedEx World Update<\/em>, and run mini stories about award winners. In boxes throughout the magazine, the editors cover the company\u2019s Humanitarian Awards with stories like these:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">When courier Thomas Roberts of Colorado Springs entered a jewelry store for a delivery, he found that the store was empty. He walked to the rear of the store where he noticed jewelry on the floor.<\/p>\n<p>Roberts then proceeded further into the business, entering a back room where he heard a faint voice coming from inside a safe. He opened the safe and found the owner, whose hands were secured with duct tape during a robbery. The owners would have suffocated in the safe if Roberts had not continued his search \u2026<\/p><\/div>\n<p>Now there\u2019s a real story that connects with your audience. Substitute drama for lists \u2026 and give award winners the attention they deserve.<\/p>\n<h3>4. Tell your process story.<\/h3>\n<p>I first fell in love with St-Germain over a Poivre (St-Germain, pear vodka, champagne) at Luke in New Orleans. Had my wasband\u2019s cooler head not prevailed, I would have retired on the spot and devoted the rest of my life to savoring these luscious cocktails.<\/p>\n<p>My second meeting with my new best friend occurred over appetizers on our foodiest friends\u2019 deck, where they topped the elderberry liqueur with Prosecco.<\/p>\n<p>That\u2019s where I read St-Germain\u2019s process story, delivered in a gorgeous little booklet attached to a bottle right out of a 19th-century French perfumerie. Here\u2019s the story:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">In the foothills of the Alps, for but a few fleeting spring days, this man will gather wild blossoms for your cocktail.<\/p>\n<p>The blossoms in question are elderflowers, the man un bohemian, and the cocktail a stylishly simple creation made with St-Germain, the first liqueur in the world created in the artisanal French manner from freshly handpicked elderflower blossoms. \u2026<\/p>\n<p>After gently ushering the wild blossoms into sacks and descending the hillside, the man who gathers blossoms for your cocktail will then mount a bicycle and carefully ride the umbels of starry white flowers to market. Vraiment.<\/p>\n<p>There are no more than 40 or 50 men such as he, and in a matter of days they will have gathered and bicycled to us the entirety of what will become St-Germain for that year. You could not write a better story if you were Fran\u00e7ois Truffaut.<\/p><\/div>\n<p>No, you could not.<\/p>\n<p>Since Coors differentiated its beer through a process story \u2014 it was the only major brand to use cold filtration rather than pasteurization \u2014 companies have been building their brands by telling the stories behind their processes.<\/p>\n<p>Sometimes \u201chow we make it\u201d can make a great dramatic narrative. What\u2019s your process story?<\/p>\n<p>Learn how to tell a process story.<\/p>\n<h3>What\u2019s your brand story?<\/h3>\n<p>Create a brand story that supports your brand personality and builds an emotional connection with potential customers.<\/p>\n<p>Finding your brand story isn\u2019t hard if you know where to look. From company history to employee achievements, from how we got started to how we make it now, your successful brand story is just waiting to be told.<\/p>\n<div id='MC-ST' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-19\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds in our <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling workshops<\/strong><\/a>.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. How to start an anecdote with a bang \u2014 instead of a whimper. And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>\u2018How we make it\u2019 and 4 other ways to find a brand narrative<\/p>\n","protected":false},"author":6,"featured_media":29589,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[66],"tags":[13047,474,13048,13049],"class_list":{"0":"post-29588","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-storytelling","8":"tag-brand-narrative","9":"tag-brand-story","10":"tag-inception-story","11":"tag-process-story","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to come up with a brand story<\/title>\n<meta name=\"description\" content=\"Why did my husband switch cognacs for the long term? 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