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Brand Storytelling

Narrative Structures for Brand Storytelling

Narrative Structures for Brand Storytelling heading with 4 images captured from TV adverts.


When attention spans are fleeting, brands are turning more to brand storytelling to help them stand out in the crowd. More than just a sequence of events, brand storytelling is a strategic blend of emotion, authenticity and narrative structure. It’s the secret ingredient that transforms a brand from a mere entity into a compelling saga, capable of resonating with hearts and minds of their ideal customer.

In this exploration of narrative structures for brand storytelling, we will briefly look at some brand storytelling techniques, that weave unforgettable narratives and propel brands into the forefront of consumer consciousness.

Join us as we uncover the narrative structures to captivate audiences and elevate brands beyond the realm of products, creating experiences that linger long after the story is told.


Still from the airbnb television advert
Image copyright: Airbnb

The Hero’s Journey

This classic narrative structure, popularised by Joseph Campbell, follows a hero through a transformative journey. Apply this structure to your brand by positioning your product or service as the solution to your customers’ challenges, but do not make them the hero of the story. The customer is always the hero for tackling their problem and for choosing you to help them.

Example: Airbnb’s brand story often revolves around the journey of hosts and guests, portraying them as heroes discovering new cultures and forging connections.

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Image copyright: Listerine

The Overcoming the Monster

In this structure, the protagonist faces and conquers a powerful adversary. Translate this into your brand story by identifying a common problem your audience faces and positioning your brand, product or service as the solution.

Example: Listerine transformed their brand by framing bad breath as the monstrous adversary. The product became the ‘hero’ that conquered this common issue.

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Image copyright: Red Bull

The Quest

Invite your audience on a quest with your brand. Whether it’s a pursuit of excellence, adventure or personal growth, this structure involves a journey towards a meaningful goal.

Example: Red Bull’s brand narrative is centred around the quest for extreme experiences, aligning with their slogan, ‘Red Bull gives you wings.’

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Image copyright: Dove

The Rebirth

Focus on transformation and renewal in your brand story. Highlight how your product or service can lead to a positive change in the lives of your customers.

Example: Dove’s ‘Toxic Influence’ campaign revolves around the rebirth narrative, challenging traditional beauty standards and encouraging self-acceptance.

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Mastering the art of brand storytelling requires a deep understanding of your audience, a well-defined brand persona and a carefully crafted narrative structure. By incorporating these techniques and learning from successful examples, your brand can establish a compelling story that resonates with consumers and creates a lasting impact in the marketplace. So, embark on this storytelling journey and watch your brand flourish as it becomes more than just a product or service – it becomes a captivating story that captures the hearts and minds of your audience.



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