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Crafting a captivating brand narrative for target customers

In the dynamic and competitive landscape of modern business, where countless offerings clamour for attention, the significance of a compelling brand story cannot be overstated.

Beyond the utilitarian aspects of your product or service lies the emotional resonance that stems from a well-crafted narrative. This narrative isn’t confined to a set of carefully chosen words; rather, it’s an intricate tapestry woven from your values, history, mission and aspirations you share with your target audience.

In this week’s “Let’s Talk” edition, our experts will explore how businesses can build trust with their audience by crafting a compelling narrative that resonates harmoniously with customers.

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James Johnson, Director of Technology Services & Enterprise APAC at Shopify

James Johnson
James Johnson, Director of Technology Services & Enterprise APAC at Shopify

‘While a strong brand ethos and story is important to some, it’s critical to understand that every consumer has different priorities. Understanding your target consumer’s needs and drivers will enable retailers to connect with them in meaningful ways.

“This is especially important in a market that’s becoming increasingly competitive for both share of mind and wallet. Shopify’s recent Australian Retail Report revealed that while 36% of Australian consumers have favorite brands they remain loyal to, 58% said that they don’t care for the brand and instead prioritise good value – whether that means low prices or products that will stand the test of time.

“Retailers looking for an edge when it comes to connecting with consumers should first look to identify their key differentiator in terms of what their target consumers value, and double down on it. For example, a brand selling premium and sustainable discretionary items might want to highlight the journey their products take along the supply chain. On the flip side, a value retailer might want to take all the steps taken to ensure consumers can get the best possible product at that affordable price point. Once the right brand message has been crafted, retailers need to push it out into the market consistently and through the right channels, which again are those most preferred by their target audience, in order to build future demand and support sustainable growth.”

Lisl Pietersz, Communication and Transition Coach, University of Sydney

Lisl Pietersz, Communication and Transition Coach, University of Sydney

“A compelling brand story is one that draws customers closer to you. It is a narrative that sets out who you are, your purpose, and your values which are packaged in an engaging way to showcase the uniqueness of your brand or service. Here are my top hacks to create an authentic and memorable brand story that connects with customers:

  • Showcase your why. Customers will buy from you because of the reason your business exists, the story behind it, and the values you express. So, make sure your story helps customers to understand your purpose, your vision, and the problem you are solving for them.
  • Appeal to hearts and minds. Use storytelling techniques like metaphors, anecdotes, or humour to spark the feels or an emotional response from customers when they hear or view your story.
  • Test your draft story on customers. Share your draft story with a small group of customers and listen to their feedback so you can tweak the narrative, as needed. For example, what parts resonate with them? What parts do they want to know more about, or less about?
  • Be consistent when expressing your memorable brand story. If crafted well and shared consistently, your brand story will help your business to stand out and differentiate itself.

“Your brand story or narrative will evolve over time as your product or service adapts to suit customers’ needs. However, some things will remain unchanged: your brand’s original purpose; its authenticity; and its uniqueness, so make sure to spotlight those aspects when sharing your brand story.”

Scott Schuberg, Managing Director of Australia at Cognito

Scott Schuberg
Scott Schuberg, Managing Director of Australia at Cognito

“Great customer relationships are built on authority (“We are the best at what we do”) and trust (“We are a safe set of hands for your needs”). Good brand stories demonstrate authority by answering ‘why’ you are in the business you’re in.

“Articulate the problem that exists, then demonstrate why your leaders are so passionate about solving it. Trust will come from empathy and relatability – tell your customers how you’ve been in their position, and why you designed your services with them in mind. Keep it real and avoid complex language. When designing your brand story, consider how the press might amplify it and reward you with free coverage.

“Reporters and their readers seek stories that are linked to the current news cycle, are in the public interest, and make for a compelling headline. Create a list of key media and their editors, read all recent coverage, and then workshop narratives with your executive teams and communications advisors before pitching for interviews.”

Elise Balsillie, Head of Thryv Australia

Elise Balsillie
Elise Balsillie, Head of Thryv Australia

“Every small business owner has a story to tell.

“From why you started your business—its purpose, mission and values—to the journey you’ve taken and the success you’ve achieved. Crafting these stories into a narrative that can be brought to life across every customer touchpoint will help build long-lasting emotional connections and loyalty.

“But building the right story can be tricky to master. Luckily, there are three steps you can take to make a compelling brand story.

“The first step is to keep your story simple and centred on the problem your business solves for customers. The second step is to articulate why your business exists – what is its purpose and mission and why is it relevant to your customers? The third step is to create a marketing plan to roll out your brand story to reach both prospective and current customers. How will your story be told on your website, social pages and in advertising to capture customer attention and drive sales?

“Using your story to sell is an incredible tool to help grow your business and develop your brand voice. It’s also one of the best ways to generate authentic customer engagement.”

David Price, Group CEO ANZ at Employsure and CEO ANZ at BrightHR

David Price
David Price, Group CEO ANZ at Employsure and CEO ANZ at BrightHR

“An influential brand story is crucial to building a strong emotional connection with the target audience. Employers should understand their audience’s needs, aspirations and identify what sets them apart and how they can fulfill those desires.

“Employers should craft narratives that highlight their brand’s journey, the challenges they have overcome, and highlight the ultimate objective of their brand’s existence; it’s vital to the emotional connection they need to establish at the onset.

Ensure consistency is maintained across all touchpoints, from the website to social media, combining the tone, visuals, and messaging. Make the story relatable by showcasing real people, whether it’s your founders, employees, or customers, that best embody the brand’s essence.

Inject emotion into the story, tap into feelings the audience can relate to and use metaphors, and vivid descriptions to paint a canvas. Remember, authenticity is key.

“Lastly, involve customers in the ongoing narrative. Encourage them to share their experiences on how your brand has impacted their lives. A compelling brand story is an ongoing dialogue that builds trust, loyalty, and a lasting connection.”

Fraser McNaughton, Chief Marketing Officer & Head of Industry at Grant Thornton Australia

Fraser McNaughton
Fraser McNaughton, Chief Marketing Officer & Head of Industry at Grant Thornton Australia

“A brand story starts with defining and understanding who you are as a business, what you stand for and where you want to go – so your purpose, values and vision. The other key element, at least in our case, is the people. Without them our doors don’t open, and they are a crucial component of building and living our culture, telling our story and connecting with clients.

“For us, we started by talking to lots of current and potential clients to understand them better. We also did market research and competitor analysis to identify where there was open space for better market positioning.

“From there, we lived our values and told stories from the top. We also built out policies and tools to give our people confidence to live and tell our story, proudly and authentically. Over time we have put in place supporting, ongoing brand storytelling elements, like a community-focused podcast and brand ambassador campaigns.

“At the end of the day, if you understand yourself as a business and understand your clients, it all flows naturally. However, you need the crucial pieces in place first to authentically tell your story and for your clients to connect with it.”

Lara (Vandersluis) Barnett, Head of Marketing at Logicalis Australia

Lara (Vandersluis) Barnett
Lara (Vandersluis) Barnett, Head of Marketing at Logicalis Australia

“The answer to this question is partly within the question itself. As marketers, we are all storytellers.

“Organisations are full of data. But the stories behind the data are what make that data hold power. For example, according to Logicalis’ global CIO Report, 77% of CIOs are spending more time selling ideas to the board. But the story of one CIO’s journey to building a transformation strategy that is aligned to the board’s priorities – that’s a much more engaging story to tell, when combined with the data point.

“But, as the question implies, marketers must also be compelling storytellers; we need to compel an action. To do this, we need to make a strategic choice around which stories we’ll tell, and at what point we’ll tell them.

“In order to make your story compelling, you need to be matching your content to the stage of the buying journey your prospect is at, tell an engaging story, and one that reaches them at the right time. No one said it was easy! But when done right, the business can build trust, integrity, and loyal customer advocates.”

John Myers, Chief Executive Officer at IDVerse

John Myers
John Myers, Chief Executive Officer at IDVerse

“IDVerse, formerly known as OCR Labs, offers seamless and scalable ID verification (IDV) solutions that allow companies to evolve how they interact with their customers. With the rise of Generative AI and synthetic media, fraud has evolved, and so have our products and brand.

“The move away from OCR (Optical Character Recognition) in our name reflects how the IDV landscape has changed since 2014 when we began operating in Australia. The new branding connects with customers by combining “identity” and “universe,” “versatile” and “diverse,” and highlights our commitment to a comprehensive and universal approach to identity verification.

“IDVerse also signals the importance of Zero Bias AI™ in the company’s product offering. Powered by AI, our technology contains the ability to learn organically, protecting users from identity fraud while enabling a seamless user experience. Our proprietary solutions include biometric verification, identity document verification, data verification, Video KYC, Age Verification and reauthentication. Our company’s recent rebranding exercise is an invitation for all to join us and enter a new universe of ID verification where everyone is recognised and protected.”

Jules Hall, CEO, The Hallway

Jules Hall
Jules Hall, CEO, The Hallway

“It’s very easy to create a brand story. Every CEO and entrepreneur has an intimate knowledge of what their company does and can talk about it at length.

“Creating a compelling brand story is a whole different kettle of fish.

“In 2010 Byron Sharp published the seminal book “How Brands Grow”. What followed was more than a decade of marketing scientists investigating increasingly nuanced aspects of brand growth. And it’s fascinating. But we don’t have the time to go into the details here. And nor do we need to. Because the answer is remarkably simple.

“Humans are emotional beings. We think we think about our decision making. But we don’t. As Daniel Kahneman discovered, 95% of decisions we make are emotionally driven. We act on our feelings.

“So when you’re thinking about your brand story, dial back the rational features, and focus on how your brand makes your customers feel. That’s the real benefit they will buy.

“When we opened the doors to The Hallway in 2007 we set out to change the way people feel about brands. Affective Ideas became our core product. It’s why we’ve been able to create and grow successful brands like BINGE, Suncorp Bank and GWM.”

Alex St Claire, Account Director at SBM

Alex St Claire
Alex St Claire, Account Director at SBM

“Creating a compelling brand story begins by understanding your target audience – their habits, preferences, and needs.

“Then, to establish a cohesive and considered communication message, we bring together the main stakeholders and opinion leaders of your organisation.

“Defining and agreeing upon this set of core messages creates the basis of future communication. A messaging house backs up each element with facts, knowledge and action items, making the brand’s positioning steadfast and defensible.

“Using relatable anecdotes, insight and success stories, we tailor the stories to resonate with your target audience.

“Finally, we continuously refine based on feedback, keeping your story aligned with evolving audience needs and market trends.”

Jenny De Lacy, Founder,  Marketing Trainer & Mentor at Talking Digital

Jenny De Lacy
Jenny De Lacy, Founder,  Marketing Trainer & Mentor at Talking Digital

“To create a compelling brand story for your marketing to attract your ideal clients, choose stories that show three things:

  1. Empathy – for your ideal client and how it feels to be experiencing the problem you are about to solve for them.
  2. Authority – proof of your ability, skill, qualifications, experience, method, to solve that problem.
  3. Personality – your unique brand voice and values, ethos, even your body language, the words you use, the way you speak etc to help them choose YOU for that important job.

“You can see there’s some work in each to get into the hearts and minds of your ideal clients so you can choose stories that will make them feel understood and feel confidence in you.

“And if you’re unsure? Ask ‘why is this story relevant to my ideal client?’”

Walter Scremin, CEO, Ontime Delivery Solutions

Walter Scremin, CEO, Ontime Delivery Solutions

“The most compelling brand stories are about solving a genuine problem or headache, and making life easier for people.

“Solving problems comes in many forms. In the B2B world, for companies which are time-poor, stressed and stretched, it’s often about freeing up more of their time to spend on their core business.

“A compelling brand story needs substance. Central is developing a strong track record of results, which in turn builds trust. In delivery transport, we find important aspects of the story include company experience, customer relationships, and being able to show the positive impact of what we do.

“Ultimately, it’s not just about our story, it’s about the client’s story and where we can help. The ability to listen is critically important to ensure your brand is properly positioned, communicates value, and delivers on its promises.”

Palash Nandy, CEO, Legrand Australia and New Zealand

Palash Nandy
Palash Nandy, CEO, Legrand Australia and New Zealand

“I believe what makes a compelling brand story is when an organisation demonstrates values that align with their target consumer in a tangible and authentic way. For example, Legrand Australia has an unwavering commitment to our Corporate Social Responsibility (CSR) pillars including diversity and inclusion as well as reducing our carbon footprint. Beyond innovative electrical solutions, our journey is about meaningful societal impact with Legrand’s core purpose being “Improving Lives”.

“Our brand story comes to life through our commitment to contributing to a sustainable and inclusive future. By advocating for energy efficiency and a reduced carbon footprint, we ensure that our products, partners and customers align with our commitment to a greener planet. Furthermore, we empower diversity and inclusivity within our workforce, cultivating an environment where unique talent thrive, earning us recognition as one of Forbes’ “World’s Best Employers” in partnership with Statista, for the third consecutive year.

“In essence, our brand story is one of empowerment, connection and positive change. By embodying our CSR values, we forge genuine connections with our customers, creating a shared purpose that goes beyond traditional transactions and transforms into a lasting partnership for a brighter future.”

Nick Morgan, CEO and Founder of Vudoo

Nick Morgan
Nick Morgan, CEO and Founder of Vudoo

“At Vudoo, we understand that a compelling brand story can move a customer’s heart (and purse) strings to take action, such as supporting the brand with engagement or purchasing their products.

“To create a truly compelling brand story in this day and age, there are two key factors:

  • Harness creativity and authenticity – Real people make stories more authentic, compelling and engaging. Brands can showcase interviews with customers as a storytelling strategy, making it impactful with the three-act structure: the set-up (challenge), confrontation (solution) and resolution (the benefits and value of the proper solution).
  • Leverage video – while creativity is key, so is choosing the right channel. In the era of digital immersion, video is an unparalleled medium for high engagement, crucial for brand uplift. The dynamics of utilising video is changing, with interactive and shoppable video now a possibility. The consumer can actually interact with a brand without interruption in the content they’re consuming, enabling them to take action or transact at the moment of inspiration.

“By elevating video with interactive features to tell a compelling, multi-dimensional story, brands can resonate with audiences and streamline the route to conversion, empowering them to purchase in the moment.”

Kassandra Humphreys, Head of Marketing at IG

Kassandra Humphreys
Kassandra Humphreys, Head of Marketing at IG

“In recent years, major transformations in the trading category have seen the entry of new players promoting the ‘ease’ of trading to a wave of new customers. However, the fact is trading is challenging and complex, requiring a sophisticated set of emotional and psychological skills to cope with the fluctuating nature of markets. At IG, we have a crucial role in upskilling traders for their constant self-betterment and progress. So how can we communicate our commitment to being the adult in the room through a compelling brand story?

“Earlier this year, we released our latest brand campaign centred around keeping calm in the eye of the storm, with a captivating TVC of a trader remaining physically and psychologically composed in the midst of the chaos. This was supported with the launch of our “Master your Mindset” Hub, delivering innovative resources developed in partnership with trading psychologists. The Hub assists our clients with practical, actionable tips and resources to enhance their psychological agility in trading. These activities have been critical to elevating our brand story, making IG synonymous with sophisticated trading.”

Shira Livne, Sales & Marketing Manager at Big Smoke Media Group

Shira Livne
Shira Livne, Sales & Marketing Manager at Big Smoke Media Group

“The hardest part when telling your brand story can often be the ability to look at your evolution from the outside. Remembering how you got from the idea you had when you started your company, to where you’re at now will inevitably be littered with the day to day of business. For example, you may want to talk about what you deliver as a product or service and how that came about over time. Or, the gap in the market that made you say “Right there, that’s where I’ll make my mark”. You might also get pulled into discussing the features that set you apart from others, like quality, price, or speed — but that stuff isn’t a brand’s story. That’s not what builds a true connection between brand and buyer.

“Your story is about the pain and struggles you felt for the person on the receiving end, and the journey you took to make life that little bit better for them. If you are the answer to your market’s hopes and dreams, what put you on this path? What pitfalls did you encounter? And why would someone in your audience care if you succeed?

“Be personal, be genuine and remember, it may be your story, but success is when your market feels it’s their brand. Connect with them.”

Linda Jukic, Founder and Executive Creative Director, The Accompany Group

Linda Jukic
Linda Jukic, Founder and Executive Creative Director, The Accompany Group

“It always begins with knowing and understanding your customer. Knowing and defining who you are as a brand, and finding that space of shared beliefs, needs, wants, interests, and aspirations. Brands can no longer rely simply on beautiful images and lists of the latest features and benefits. The strongest of brand stories make a statement in the interest of individuals; their customers, and more potently for the greater good.

“A good example is our work with Australia’s fastest-growing, ASX-listed managed fund and superannuation company Australian Ethical. Interest in ethical investing amongst Australians is on the rapid rise and Australian Ethical is a pioneer in ethical investing with a continued focus on affirmative action through responsible investments amplified their narrative. A purpose-led story of change-makers, who believe people and the planet can be better off through smarter and more sustainable financial choices.

“A combination of genuine brand story origins, coupled with distinctive story delivery spark and ignite like-minded individuals. Customers are looking for brands to capture their imagination to realise their potential, and in doing so, be part of tribes and movements. Connection is chemistry, and chemistry is motivating.”

Kelly Weideman, Co-Founder at Evolt 360

Kelly Weideman
Kelly Weideman, Co-Founder at Evolt 360

“For Evolt, our compelling brand story centers on our origin, rooted in a passion for empowering individuals on their health journey. Due to mine and co-founder Ed Zouroudis’s long-term careers in health and fitness, we’ve been able to cultivate that passion into what we do with Evolt now, and that’s through being, and staying, authentic. We stay true to our key desire of empowering individuals to take control of their health journeys by fostering partnerships with fitness companies that fit in well with us (such as Anytime Fitness, Virgin Active) and we focus on motivating trainers to offer a unique, personalised partnership with their clients through our body scanner. We believe we are really building a brand that not only champions innovation, but also celebrates the transformative achievements of those who choose Evolt.”

Warren Liu, Chief Strategy Officer at Access Corporate Group

Warren Liu, Chief Strategy Officer, Access Brand Co
Warren Liu, Chief Strategy Officer at Access Corporate Group

“As an international consumer goods company, storytelling for brands lies at the heart of everything we do to nurture and build our brands and connect them with audiences in a meaningful and authentic way.  At Access, we run a PR centric business model. This means that communications and storytelling are baked into our early brand development and product planning phases, they take priority over other strategic marketing activities.

“With every campaign that we work on, we ask ourselves what it is about the brand (or product) that will resonate with consumers. Why do they need it, what benefit will it deliver, what’s the unique selling proposition, how well does it deliver? Why should they care? Once we’ve worked out the answers to those questions, we look at the wider consumer landscape for trends across health, beauty and lifestyle, and find relevant points of connection, things that we can plug into.  The most effective storytelling happens when a brand story can tap into a lifestyle trend in a seamless way, that’s when the magic really happens as it’s founded on authenticity.

“To give an example of this in real time, we’re planning the launch of a weight loss supplement. We know that, despite surging obesity rates, weight loss is a highly regulated marketing category. This year the market has been dominated by a high profile diabetic prescription drug that’s seen as a silver bullet. That drug’s success demonstrates that careful management of GLP-1 (insulin) can greatly assist with appetite suppression and weight loss. We’ve incorporated a trademarked ingredient with a successful history in blood sugar regulation into our formulation, and we’re working on storytelling that can engage with this narrative. We want to open a new chapter in an existing story, because that requires less time and investment than starting a new story.

“Ultimately, the best brand stories are those that seek to engage in meaningful, honest conversations with their communities of relevance. Brand building is a long game, and storytelling is how we connect brands with people, culture and society, curating an experience that is not only heard but can also be seen and felt.”

Michael Hughes, Managing Director, Truly Deeply

Michael Hughes
Michael Hughes, Managing Director, Truly Deeply

“A compelling brand story that deeply resonates with your target customers requires a tailored approach based on your business needs and challenges. Our methodology, while strategic, is never one size fits all, recognising the individuality of each venture. By unlocking your brand’s strategic power, we create an authentic and differentiated brand proposition.

“Our process begins by understanding your business objectives and ambitions, which forms the foundation of our strategic branding approach. We engage with key stakeholders and assess your competitive landscape to gain a comprehensive understanding of your brand’s context.

“This approach leads to valuable insights into the needs, aspirations, and desires of your stakeholders. We identify compelling opportunities for your brand to shine amidst the competition. Your brand proposition not only inspires identity design and activation but also unites your internal team, fostering a cohesive and standout brand.

“Incorporating your unique brand challenges and aspirations, we shape a narrative that speaks directly to your target customers. By combining your business objectives with our strategic methodology, we create a brand story that authentically connects, engages, and sets your brand apart in the market.”

Fiona Hamann, Principal at Hamann Communication

Fiona Hamann
Fiona Hamann, Principal at Hamann Communication

“Creating a compelling brand story that connects with customers involves a combination of public relations and strategic communication. Consumers are no longer just interested in buying products or services; they are also seeking an emotional connection with the brand, which can be established by creating a narrative around the brand’s values, goals, and unique selling proposition.

“Public relations is pivotal in the branding mix. A robust PR strategy helps to build a strong rapport with target audiences and forges a positive brand image. Press releases, media engagements, and corporate social responsibility programs can all help communicate brand values and vision effectively. It’s important to remember that a brand story is not just about what the company sells but why it exists and how it adds value to the customers’ lives. It also does not happen overnight, especially when a brand has little public profile. Trust must be earned.

“The brand narrative should be consistent across all channels – from advertising and social media to customer service and internal communications. There should also be internal cohesion between the Sales, Operations, Marketing and Comms teams to reinforce the brand message in the customers’ minds, to foster trust and loyalty.”

Jamie Hoey, Country Manager AU at Wunderkind

Jamie Hoey
Jamie Hoey, Country Manager AU at Wunderkind

“Connecting with your target audience through a compelling brand story, starts with clearly defining your brand’s purpose. The most engaging brand stories are authentic, centred around the customer, and simple to understand.

“Don’t just communicate, speak directly to your target audience. Understand their wants and needs, what makes them tick and their passions. Once you understand this, you can effectively communicate how your brand aligns.

“The mass of first party and zero party data brands have now, will enable them to better understand and curate the experiences of their customers across various channels.

“Whether you’re leveraging social media to highlight your brand’s commitment to sustainability or driving brand awareness through insightful and creative content, consistent messaging aligned to your brand’s values, persona and tone-of-voice is imperative.

“The brands that successfully create a compelling brand story are those that stay true to their word and communicate effectively, while doing so in a way that meets their customers needs and expectations.”

Felicity Zadro, Founder and Managing Director at Zadro Agency

Felicity Zadro
Felicity Zadro, Founder and Managing Director at Zadro Agency

“A key way to create a compelling brand story is to start with the big questions – why does your business exist, and what difference are you hoping to make in the world. Speaking into the why, purpose or vision is a sure way to connect with your customers on an emotional level, and hence become memorable.

“When brand stories talk about their products and programs first, it is too much information to take in, harder to change it when your product line ultimately does, and is unmemorable.

“Think about the large retail brands like Nike’s – Just do it, – this is a brand promise, it doesn’t talk to their products and services. It is memorable and gives a feeling of empowerment to its customer.

“Brand is what you say about yourself, so make it a snappy, interesting story that you then focus all your efforts on living out.”

Matthew Endresz, Founder and CEO, XRii

Matthew Endresz
Matthew Endresz, Founder and CEO, XRii

“In today’s highly competitive market where customer attention is fleeting, it’s crucial to capture their interest and forge meaningful connections with a compelling brand story. Achieving this requires thinking that goes beyond conventional boundaries. Let’s break it down:

  1. Authenticity: Start here by crafting a brand story that reflects your values, mission and unique identity. Be genuine and transparent to build trust and resonate with your audience.
  2. Engaging experiences: Once you’ve established that foundation and understand your customers deeply, use interactive and immersive experiences tailored to them. Consider leveraging technology like augmented reality, geo-mapping and gamification to create memorable and engaging moments that captivate. Unique, entirely original experiences linger in the memory and, more importantly, have the power to turn potential customers, who are moving away from materialism and towards experiences, into brand advocates.
  3. Listen and adapt: Connecting with customers isn’t a ‘one and done’ type situation. Continuously listen to their feedback, engage in conversations and adapt your brand story based on their evolving needs and preferences.

“Think outside the ‘traditional marketing’ box to create a compelling brand story with authentic and engaging experiences that are actually meaningful to your customers. The right platform allows your customers to discover personalised rewards and become highly engaged, which will bring them back to your business time and time again.”

Brendan James, COO of Boutique Fitness Studios

Brendan James
Brendan James, COO of Boutique Fitness Studios

“A brand narrative conveys insights into our brand’s identity and its alignment with your needs. It should convey the brand’s purpose and evoke emotions in members that align with that purpose.

“The challenge lies in its broad appeal while retaining the specificity that resonates perfectly with each individual.

“At Boutique Fitness Studios, each of our brands possesses a distinct brand narrative that taps into the emotional aspects of the audience’s unique challenges, compelling them to take action by leveraging our brand for solutions.

“Prioritize a customer-centric brand story that accurately mirrors the brand’s principles. Ensure message consistency across all marketing platforms to avoid confusing the audience. These efforts collectively foster brand trust and stimulate sales.”

David Fish, founder of No Two Fish and author of What It Takes To Create Winning Presentations

David Fish
David Fish, founder of No Two Fish and author of What It Takes To Create Winning Presentations

“First up, you need to know and start with what matters to your audience. Lead with what this does for them, not with what you do or how you do it. There has to be a reason to care right up front in the narrative.

“Then ensure this is both authentic and distinctive in the way that it is delivered but keep it simple. Creativity is important and aids in cutting through and with recall but don’t let this cloud understanding.  Your message needs to land with someone that isn’t in the detail of what you do every day and probably doesn’t care as much about the brand as you do.

“Don’t ever lose sight of the goal, which is to be remembered for who you are and known for how you help.”

Ashford Pritchard, Co-Founder and Director at Kicker Communications

Ashford Pritchard
Ashford Pritchard, Co-Founder and Director at Kicker Communications

“The most compelling brand stories are unique, memorable, and above all, human. They speak to your purpose, the “why” of your brand – not just the “how” and the “what”.

“From a strategic perspective, it’s important to bridge the gap between your audience’s interests and your own business goals.

“Start by identifying the outcomes you want to achieve, defining your target audiences, and then work backwards. Planning to raise capital in the next 12 months? Then start telling the story of your growth and market potential, and if possible do this through the media that investors read.

“It’s also important to consider the entire sphere of influence for your brand, not just the direct ‘buyer’. For example, if you’re selling children’s toys, the obvious target might be parents. But grandparents are another avenue and it would be important to make a connection with them through various mediums, such as over 60s publications and platforms. Building an overarching framework with key messages for each target audience can help provide guide rails to ensure your brand story hits the right notes with the right people.”

Thomas Fu, Executive Director at Motor Culture Australia

Thomas Fu
Thomas Fu, Executive Director at Motor Culture Australia

“Crafting a compelling brand story that resonates with our audience has been a core business strategy of ours, by harnessing marketing, social media and videos to showcase events and forge connections among our members.

“Our business isn’t just about cars, it’s about creating an Australia-wide community of enthusiasts who share a collective passion for motor culture. Our monthly events across Australia facilitate personal interactions and foster a sense of belonging. Through regular videos shared across our channels, we capture and share the passion that our members have for their vehicles and the industry.

“To really connect with customers, you need to move beyond transactional relationships and build a community of connectivity. Encourage your customers to connect and communicate with your brand, to foster a sense of loyalty and inclusivity. Creating a compelling brand story is about celebrating the culture, camaraderie, and craftsmanship that defines your business, and communicating that to your customers.

“Through events, videos, and a strong online presence, we’ve successfully communicated our message and built a vibrant community that shares our values and enthusiasm. Ultimately, it’s important to remember that connecting with your customers goes beyond selling products; but should be about fostering authentic and enduring connections.”

Taylor McPhail, Co-Owner of McPhails Furniture

Taylor McPhail
Taylor McPhail, Co-Owner of McPhails Furniture

“I didn’t know too much about this until recently, but when we started sharing the history of our business, and the most recent success we have had, customers seemed to really engage with the story and the brand as a result. I believe it is because they felt that they know us, and as a result, that built trust.

“My parents, Keith and Bec founded the business, McPhails Furniture, in the 1960s, and my brother and I run it now. The business nearly went under during the lockdowns, but due to making a couple tweaks to both our delivery service and our advertising strategy, we went from near closure, to making millions. The media loved the story and shared it, and the result was more awareness and trust from new customers who now come our way.”

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Yajush Gupta

Yajush Gupta

Yajush is a journalist at Dynamic Business. He previously worked with Reuters as a business correspondent and holds a postgrad degree in print journalism.

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