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Brand Storytelling Benefits: The Importance of a Brand Narrative and Where to Start by Erica L Waddell at Post Road Marketing

Brand Storytelling Benefits: The Importance of a Brand Narrative and Where to Start



For a long time, marketing and advertising focused on the brand or business talking "at them," not "with them." It was a one-sided conversation. Consumers now embrace a more open/transparent marketing approach.

People gravitate to the businesses that put effort into growing connections. Brand storytelling drives these connections.


7 Steps to Creating your own Brand Story


1. A Character (Hero)

When we position our customers as the hero and ourselves as the guide, we will be recognized as a trusted resource to help them overcome their challenges.

When your content focuses on improving your customers' life, it creates trust. Customers want to see that you understand the problem they are facing. They want to understand the benefits of using your product or service.

Do they go from:

  • Being less busy to more productive
  • Doing less marketing to being more successful
  • Feeling less alone to feeling more connected

Unless we identify something our customer wants, they will never feel invited into the story we are telling.

2. Has A Problem

Companies tend to sell solutions to external problems, but people buy solutions to internal problems. 

Customers are attracted to us for the same reason heroes are pulled into stories: they want to solve a problem that has, in big or small ways, disrupted their peaceful life. 

We deepen their interest in everything we offer by talking about the problems our customers face. 

3. Meets A Guide

Every human being wakes up each morning and sees the world through the lens of a protagonist. 

Customers remain distant when a brand comes along and positions itself as the hero. They hear us talking about how great our business is and wonder if we're competing with them for scarce resources. 

You need to let your customers know why you're the right person to help them overcome the obstacle they are facing. You want to show empathy to your customer and let them know you understand their struggle. Use empathetic statements, "I understand...", "Most of our customers.." "We know how it feels....." Let them know why you're qualified to help.

Share your:

  • Certifications
  • Testimonials
  • Statistics and
  • Other information that will build your credibility with your audience.
4. Who Gives Them A Plan

Nothing is worse than a website visitor leaving your site because it's unclear how to buy from you.

Outline 3-4 simple steps your customer needs to take to get your product or service. People need to see exactly what buying or working with you looks like.

For example:

  1. Schedule a Call
  2. Let's get to work
  3. Finally, start seeing results

Customers are looking for a clear path that removes any confusion about how to do business with us. 


5. And Calls Them To Action

In stories, characters don't take action on their own. They must be challenged. 

A call to action involves communicating a clear and direct step our customers can take to overcome their challenge and return to a peaceful life. 

Examples of good CTA's:

  • Buy Now
  • Book an Appointment
  • Shop
  • Register today


6. That Helps Them Avoid Failure

Stories live and die on a single question: What's at stake? If nothing can be gained or lost, nobody cares. 

Tell your customers how their life will be negatively impacted if they don't buy your product or service.

For example:

  • Continue to feel overwhelmed
  • Waste time & money trying to figure it out on your own
  • Feel more and more disconnected

The point is this: your story needs stakes. 

7. And Ends In Success

Never assume people understand how your brand can change their lives. Tell them. 

Tell your customers the positive results they will experience if they buy your product or service.


  • Increase Customers & Sales
  • Become a Leader
  • Consistent Marketing Plan

You want to invite your customers into a story where their problem gets solved.

The key is to show your customers how purchasing from you or working with you helps them accomplish their mission.

You have to offer a vision for how great a customer's life could be if they engage with your products or service. 


Right now, your head may be spinning. Even though there are only seven parts, how do you narrow down your message, so your marketing material starts working? 


There is a tool that will simplify the process. This tool will become your new best friend. It will help you hit all the necessary elements to get your customers to take action. It's called the StoryBrand Brandscript, and you can use it for free at It looks like this.

Start by creating a Brandscript that represents your overall brand. Next, you'll want to create a Brandscript for each division of your company and each product. 

Thousands of companies shut their doors yearly, not because they don't have a great product but because potential customers can't figure out how that product will improve their lives. If we don't closely analyze each element of our customers' story, they'll sense we don't care and move on to a competing brand that took the time to do the work. 


We can help you create your brand story if this sounds too overwhelming. 1. We'll schedule a 2-hour Zoom call. 2. Ask you a series of questions 3. Have a brand messaging guide that you can use on your website, in emails and on social media.

Schedule a Free Call to see if this is the right step for your business.


How to Design a Sales Funnel that Gets Results in 5 Simple Steps

If you implement these strategies, you will get a return on your investment almost immediately!

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