Brand
Narrative

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The brand narrative goes beyond the creation of a story, the use of storytelling, or the development of relevant content for the audience. It is the sum of all these actions and more, maintaining a coherent thread in which it always states who the brand is and what its purpose is in each story.

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Why do we

need one?

A brand narrative allows us to connect more with people and their own motivations, especially when it has been developed specifically to connect with a particular audience. Here, the brand becomes like the character in a series: the more you get to know its story, the more you understand its actions and decisions, and the more you empathize, developing affection for that character.

What does it
consist of?

1 Finding your own story

Every brand has a unique story to tell and it is our duty to understand what defines it beyond its product, its services or the way it works, in order to create a deep narrative that conveys its raison d'être. Why does the brand exist? What can it do for the world? Answering these questions is the starting point for any brand narrative.

2 Storytelling

The way the personal narrative is developed must have all the components of storytelling to be engaging, i.e. it must appropriate the art of storytelling with characters, setting, conflict and a clear message that is present and develops throughout the story.

3 Emotional component

The emotional component must be present in the development of any narrative, it is what brings the story to life and moves it away from being a mere communication from a company. A story that provokes emotions is a story that directly connects people's lives with their past experiences and is engraved in the most primitive part of our memory.

4 Transmedia essence

As we have already said, a narrative is much more than a story: it is the sum of hundreds of them, and together they create a whole universe of meaning around the brand. That is why it is important that the brand narrative has several opportunities to spread across different media/platforms, reach different people and give them the opportunity to interact with it.

FAQS

  • How do I find my brand purpose?

    It is not an easy task, but you can start by analyzing the strengths of a company, what its passions are and how it can be useful to society. If that proves challenging, think about how it all started and what the initial intention was. Employees and customers can also help to pinpoint the real value in the work being done.

  • How do I start telling a narrative?

    There is no single way to start conveying a brand narrative, but once it is defined, any text, video or experiential activation content (whether online or offline) that is developed for a brand should already have the personal story that it is going to take ownership of. This way, the narrative will be transmitted from the first moment the customer makes contact with the brand.

  • What elements should a narrative contain to capture attention?

    As we have already said, the use of storytelling is the best way of involving the audience in the brand's story. That is why it is advisable to create well-defined characters (which could be the brand itself); the development of a plot with an introduction, twist and outcome; and the development of a conflict that will keep the audience's interest until it is resolved.

  • Should all the content I generate be part of the brand narrative?

    A brand can allow you to generate content that does not add anything to its own narrative, if what it needs to do is to make specific communication, but what it cannot do is to generate content that subtracts. The brand narrative must be consistent at all times, resisting the potential to take the audience into a territory that is not their own.

  • Can a brand's existing narrative be changed?

    Brands are often faced with a change of narrative because they have become obsolete, want to reach a new market or have changed their product or service. This requires further work to develop the story so that the customer perceives a significant change that does generate confusion and adapts to the new brand perspective.

Related expertise

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