Best Practices For Writing Brand Stories

𝗕𝗲𝘆𝗼𝗻𝗱 𝗣𝗿𝗼𝗳𝗶𝘁𝘀: 𝗛𝗼𝘄 𝘁𝗼 𝗖𝗿𝗮𝗳𝘁 𝗮 𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗼𝗿𝘆 𝗧𝗵𝗮𝘁 𝗦𝗵𝗶𝗳𝘁𝘀 𝗖𝘂𝗹𝘁𝘂𝗿𝗲 🔵 𝗬𝗼𝘂 𝗱𝗼𝗻’𝘁 𝗯𝘂𝗶𝗹𝗱 𝗺𝗼𝘃𝗲𝗺𝗲𝗻𝘁𝘀 𝘄𝗶𝘁𝗵 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀. 🔵 𝘠𝘰𝘶 𝘣𝘶𝘪𝘭𝘥 𝘵𝘩𝘦𝘮 𝘸𝘪𝘵𝘩 𝘴𝘵𝘰𝘳𝘪𝘦𝘴 𝘵𝘩𝘢𝘵 𝘴𝘩𝘢𝘬𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘶𝘱, 𝘮𝘢𝘬𝘦 𝘵𝘩𝘦𝘮 𝘵𝘩𝘪𝘯𝘬, 𝘢𝘯𝘥 𝘱𝘶𝘴𝘩 𝘵𝘩𝘦𝘮 𝘵𝘰 𝘢𝘤𝘵. The biggest brands don’t just sell stuff — they stand for something bigger. They shape conversations, change perspectives, and spark real-world change. So, how do you craft a story that doesn’t just connect but ignites a movement? 𝟭. 𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝗿𝘂𝘁𝗵: 𝗜𝘁 𝘀𝘁𝗮𝗿𝘁𝘀 𝘄𝗶𝘁𝗵 𝗽𝘂𝗿𝗽𝗼𝘀𝗲. Not just making money, but a cause worth fighting for. Look at Patagonia. They don’t just sell outdoor gear. They’re fighting for the environment. Your brand’s “big why” should connect to a universal problem people really care about. 𝟮. 𝗡𝗲𝘅𝘁, 𝗶𝘁’𝘀 𝗴𝗼𝘁 𝘁𝗼 𝗯𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹. People don’t buy from companies. They buy from the people behind those companies. Share your stories — the struggles, the wins, the moments that shaped your mission. When Yvon Chouinard launched Patagonia, it wasn’t about clothes. It was about protecting the planet he loved to explore. 𝟯. 𝗧𝗵𝗲𝗻, 𝗽𝗿𝗼𝘃𝗲 𝗶𝘁. Words aren’t enough. Actions matter more. Align your practices, partnerships, and initiatives with your mission. Show people you’re committed — not just talk. 𝟰. 𝗔𝗻𝗱 𝘁𝗵𝗲𝗻, 𝗶𝗻𝘃𝗶𝘁𝗲 𝘆𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝘁𝗼 𝗷𝗼𝗶𝗻 𝘁𝗵𝗲 𝗺𝗼𝘃𝗲𝗺𝗲𝗻𝘁. A movement isn’t a monologue. It’s a conversation. How can they get involved? What actions can they take today? Create spaces for dialogue, participation, and advocacy. 𝟱. 𝗧𝗲𝗹𝗹 𝘀𝘁𝗼𝗿𝗶𝗲𝘀 𝘁𝗵𝗮𝘁 𝘀𝗽𝗿𝗲𝗮𝗱. Use visuals, real customer stories, and data that inspires. Make your message shareable — because inspired people share things that matter. 𝟲. 𝗙𝗶𝗻𝗮𝗹𝗹𝘆, 𝘀𝘁𝗮𝘆 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁. Movements don’t happen overnight. They’re like a snowball rolling downhill — gaining speed and size. If you stay true to your message and keep pushing forward, your movement will grow. Trust takes time, but it’s the only way real change sticks. My final thought? Brands that create real impact don’t just sell products — they shift mindsets and spark action. And it doesn’t matter if you’re a start-up or a giant. Your brand can lead the next big movement. Are you ready to make it happen? Because the world’s waiting for your story.

The Most Expensive Mistake in Marketing? Telling the Wrong Story. A lot of people talk about storytelling in marketing. It’s trendy. It’s buzzy. It’s even been called a superpower. But here’s the truth: Most brands are telling the wrong story. And it’s costing them more than they realize. The question isn’t: What’s your story? It’s: Whose story are you telling? Because when you make yourself the hero in your marketing—when it’s all about your credentials, your journey, your brilliance—you’re making it harder for your customer to see themselves in the narrative. And if they can’t see themselves in the story, they won’t step into it. Every story has four characters: Hero – full of potential, but struggling Victim – stuck and powerless Villain – manipulative, self-serving Guide – experienced, empathetic, and focused on helping the hero win If you position yourself as the hero, you’re actually positioning yourself as uncertain. Because heroes in stories don’t start strong—they grow over time. Your customer is the hero. You are the guide. And when you get that right, everything changes. Why does this matter? Because trust is built when people feel two things: You understand their struggle You know how to help That’s what the best brands do. Take Apple. Their message isn’t “Look at us.” It’s “Here’s what you can create with this.” They hand you the lightsaber. Or Nike. “Just Do It” isn’t about them—it’s about you overcoming something hard. They’re the guide helping you push through. Here’s a quick analogy I share often: If I walk into a gym and tell a trainer, “I want to get in shape,” and they say, “Me too,”—they’re not my guide. That’s empathy, but no expertise. If another says, “Just have discipline, it’s easy,”—that’s expertise with no empathy. But the third says, “I get it. I used to feel that way. I’ve built a system that works—even if you’re busy and still want ice cream,”—that’s the guide. That’s who we trust. How do you become the guide in your customer’s story? Lead with empathy. Start by naming their struggle. Show your expertise. Use real transformation stories and outcomes. Teach something useful. Build trust in public before the sale ever happens. You don’t need to be the star of the story. You need to be the one who says: “I see you. I’ve been there. I can help.” That’s what great marketing sounds like. So ask yourself: Are you telling your story? Or inviting your customers to be the hero of the story? Because when they win—you win.

The Most Powerful Brand Stories Aren't Perfect. They're Real. Most leaders get brand storytelling backwards. They chase polish when they should chase truth. Here's what elite leaders know about brand storytelling: 1️⃣ Vulnerability Creates Trust ↳ Share the struggles, not just successes ↳ Document the journey, not just destinations ↳ Let your team's voices shine through 2️⃣ Consistency Beats Intensity ↳ Small stories daily > big campaigns monthly ↳ Build narrative threads, not isolated posts ↳ Let your values guide every message 3️⃣ Action Speaks Louder ↳ Show impact through customer wins ↳ Highlight team innovation moments ↳ Capture real-time problem-solving 4️⃣ Evolution Is The Story ↳ Document your learning curve ↳ Share pivot points openly ↳ Connect changes to customer needs The Reality Check: Your brand story isn't a marketing asset. It's a leadership responsibility. Quick Question: Which of these principles would transform your brand storytelling most? ♻️ Share if this shifted your thinking ➕ Follow Mike Hays for more leadership insights

"Be yourself" is terrible advice. Authenticity is often touted as THE key for your brand. But the problem is most people think that means sharing everything. Baring your soul. The fact is no one wants your raw, unfiltered content. Being authentic is not oversharing. You think you are being real, but you can end up: • Being seen as very needy • Ignored by prospects • Repelling clients Instead, curate your image. Have a purposeful story. Here's how: Step 1: Define your brand personality • Choose an archetype that fits you • Identity core values you want to project • Write a short description for your ideal persona    Step 2: Curate your content • Create a client journey - living, looking, buying • Align topics to different journey stages • Use personal stories intentionally Step 3: Apply brand language • Use visuals that align with your persona • Write with a voice that is distinctively you • Maintain a consistent look and feel Step 4: Selective sharing • Be strategic - choose stories that highlight values • Don't overshare details that don't matter to audience • Share key moments to make a point Step 5: Engage as YOU • Engage using your core values • Show empathy and provide value • Respond with sincerity and professionalism Don't overshare. You can be genuine AND polished. P.S. Agree? Live your legend 🤘🏽 --- 👋🏽 In case you need help, I offer 1:1 brand coaching. See my featured section.

Some brands stick in your mind while most don’t. Why is that?   It’s because brands are about more than just the products or services you offer.   They’re about the stories they tell that connect with your target audience.   Behind every successful marketing strategy is a brand with a compelling narrative.   And it’s that narrative that breathes life into your business.   At a time when attention spans can be measured in nano seconds, powerful storytelling is “sticky” and will make your brand memorable.   Here are 4 ways you can use storytelling to build your brand:   ✅𝐒𝐇𝐀𝐑𝐄 𝐀 𝐂𝐑𝐈𝐓𝐈𝐂𝐀𝐋 𝐏𝐑𝐎𝐁𝐋𝐄𝐌 𝐘𝐎𝐔 𝐒𝐎𝐋𝐕𝐄𝐃   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: Warby Parker developed a compelling narrative by addressing the exorbitant price of eyeglasses and the lack of transparency in the eyewear industry. By blending style with low prices and providing a free pair of glasses to someone in need for every pair sold, they crafted a brand story around affordability, style, and, social responsibility.   ✅𝐄𝐗𝐏𝐋𝐀𝐈𝐍 𝐘𝐎𝐔𝐑 𝐈𝐍𝐒𝐏𝐈𝐑𝐀𝐓𝐈𝐎𝐍 𝐅𝐎𝐑 𝐁𝐄𝐈𝐍𝐆 𝐈𝐍 𝐁𝐔𝐒𝐈𝐍𝐄𝐒𝐒   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: Patagonia’s inspiration extends beyond profit. They are committed to environmental activism and sustainability. Founded by avid outdoor enthusiasts, the company’s passion for preserving nature and promoting responsible consumption has shaped their brand narrative and earned them a dedicated following of environmentally conscious consumers.   ✅𝐒𝐇𝐎𝐖 𝐇𝐎𝐖 𝐘𝐎𝐔’𝐑𝐄 𝐃𝐈𝐅𝐅𝐄𝐑𝐄𝐍𝐓   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: Trader Joe’s has set themselves apart from other grocers with a selection that features unique private-label products and a customer-centric shopping experience. Their flyers don’t promote sales but rather introduce exciting and intriguing new items that spark their customers’ imagination and keep them coming back.   ✅𝐂𝐄𝐋𝐄𝐁𝐑𝐀𝐓𝐄 𝐀 𝐂𝐔𝐒𝐓𝐎𝐌𝐄𝐑 𝐒𝐓𝐎𝐑𝐘   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: IKEA’s Home Visits series showcases real-life homes and the creative ways customers have personalized their living spaces using IKEA products. They have built a brand narrative that inspires customers to re-imagine their own homes by finding inspiration in the stories of others.   Each of these companies demonstrate how compelling narratives and authentic storytelling can position a brand to be a source of inspiration, advocacy and/or meaningful experiences.   An authentic and relevant story can become your brand’s most valuable asset.   Think about the brands you love and what draws you to them. Chances are it’s not just what they sell, but the stories they tell.   Illustration: Unknown   Ring the 🔔 on my profile to follow Linda Goodman for marketing strategy and business development content.   #MarketingStrategy #Sales #BusinessDevelopment #EmotionalTriggerResearch #CEO #EmotionalIntelligence