Why story is the vital ingredient in any brand ...

It's week 3 of the "branding tips" series we're writing on our blog, so look away now if you haven't found it interesting!


Over the past two weeks, you've probably heard us banging on about how we can communicate a story and a companies vision through the logo identity and tone of voice. So we thought the next logical step would be to actually explain why stories are important for companies to pinpoint in their brand communication.


It's a well known fact that people love stories, they've been told since the beginning of time. They have the ability to inspire, empower, engage and even make people emotional. The point is, without story, there's no way you can help people understand your brand and bring a connection through that. Without story, you're just any old company without any passion or personality.


The truth is, every company has a story to tell, and it's usually worth telling it. Every company was created because of a different vision, and each company has a different journey - a different background. It's these stories that can help more people join that journey.


Jack Daniels are one company that do this really well. On most of their communications, they are telling a story of their rich heritage and traditions of the company. It brings the consumer into the brand, making them want to be part of the journey, and buy a bottle of the product that so many people have been passionate about making for many years. Most drinks companies do this to be honest, think about the adverts you see of Coca Cola, Thatchers Cider, and Guinness. They all want to tell a story about where they came from, and the value of their expertise - because it works.


© Jack Daniels

You may notice that the advert above isn't really about how good Jack Daniels whiskey is, but it's about its heritage, it's about the people and the history behind the brand. You may think it's counter intuitive, but realistically this approach is going to do far more for business than just shoving how good the product is in people's faces. Once people realise the passion that has gone into this product, they will see the value that the product has.


As with all our other posts on this topic (and we're sorry that we've been repeating this) it all comes down to finding that story and telling it a way that is appealing to your target market, and that's the difficult bit. That could be through your branding, it could be on a advertising campaign, or it could be through how you just talk about your business or organisation. It all depends on the ways that work best for your business.



Stories are what drive people to action and to change, and in this case, to invest. That means you need to have a product or service worth selling first, that's a given. But once you have that, a good story can start the process of creating a thriving business. The story doesn't have to be long, it could be as simple as a sentence, or a word, even just a logo or graphic - the important thing is that you tell it.


This is a complimentary part of branding your business, and that's one key thing to remember, the elements that we reference in these posts need to be used cohesively and as a unit. It's no good telling a fantastic story in your marketing campaign if the logo isn't good, and there's no point having a flashy logo if it's not used as part of a larger brand strategy. They all have work in unison.


As with all these posts, we hope this one has been helpful, and starts the process of thinking about your story, and why you do what you do as a company, or as a designer!


See you next time!

The BRIX Team


(PS - please drink responsibly)