Brand Story vs Storytelling: The Difference & Why it Matters
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The words Brand Story and Brand Storytelling are now commonplace when it comes to marketing.
But what do they actually mean?
Are they the same thing?
And what impact can they have on your business when it comes to marketing and building your brand?
In this article, I’m going to explore why Brand Story and Brand Storytelling aren’t the same thing, what the difference is, why they’re both important to growing a successful brand and business, and where on earth you should start.
Wait. Aren’t Brand Story and Brand Storytelling the Same Thing?
While some people (even marketers) use these two terms interchangeably, Brand Story and Brand Storytelling are not the same thing.
But they are related to each other.
One is a tactic. And the other is a strategy.
Let’s explore what this means.
What is Brand Storytelling?
Brand Storytelling is the tactical cousin to Brand Story.
It’s the actual narrative telling of a story that helps to promote your brand or business.
Common brand “stories” are things like Case Studies and the how it all started story that you write for the about page on your website or your LinkedIn Profile.
When you’re creating content for your brand, you’re likely doing brand storytelling.
But how do you work out which stories to tell?
That’s where the strategic part comes in.
Brand Story Strategy to be exact.
What is Brand Story Strategy?
Brand Story isn’t about tactics.
It isn’t about the stories you write as part of your sales and marketing efforts.
These are the just the output (or tactics). And your storytelling tactics might change depending on what works for your marketing.
But your Brand Story stays exactly the same.
Because Brand Story is a strategy.
It’s the way we choose for our brand to exist.
Brand Story Strategy is a choice to use brand story as the foundation for all business decisions, brand decisions and marketing decisions.
When you choose to take a Brand Story approach to Brand Strategy, you’re choosing for Brand Story to underpin everything you do.
And this is where it gets really powerful.
When you take a strategic approach to brand story instead of simply using it as a tactical marketing tool that uses storytelling to communicate your brand message, you’ll actually find that the message you’re trying to send to your ideal customer will become easier to create and deliver.
This is because you’re putting brand story at the heart of your strategic choices when it comes to creating connection with your customer. (There’s that word again)
When all of the foundations of brand story align, you’ll give your brand the edge that allows you to connect with your tribe in a meaningful way.
Having a Brand Story Strategy, will help you choose who, when, where, why and how to do brand storytelling in your business.
What are the pillars of a Successful Brand Story Strategy?
There are six key pillars that lay the foundations for using Brand Story as a Strategy in your business.
And you might be familiar with some of them – because they sometimes show up in what would traditionally be called Brand Strategy.
They are your Brand Vision, Brand Mission, Brand Values, Brand Differentiators, The Tribe and Brand Personality.
Here’s how they each fit in to Brand Story Strategy -
BRAND VISION
The end game. The reason the brand exists.
BRAND MISSION
The path to achieving the brand vision. What you do. How you want to change people.
BRAND VALUES
What you believe in. What you stand for. What defines the brand.
BRAND DIFFERENTIATORS
What makes you different from your competitors. Why your customers should do business with you instead of them.
THE TRIBE
The people you serve. What they care about and how they see the world.
BRAND PERSONALITY
How the brand speaks and behaves. The brand tone of voice. Brand personality must be connected to brand values.
Once you know what each of these pillars are for your brand, you’ll be able to use them to implement successful storytelling tactics in your business.
Because you’ll know what stories to tell, how to tell them, when to tell them, who you’re telling them too, and most importantly, why you should be telling them in the first place.
Let’s take a look at an example.
Brand Story vs Brand Storytelling Example: A Client Case Study
Let’s use the example of a Case Study to illustrate the difference between Brand Story Strategy and Brand Storytelling.
Case Studies are a very common marketing tool used by both service and product-based brands as it gives a chance to tell a story from both your point of view, and your customer’s point of view.
Let’s say you’re going to write a case study for your business.
Brand Story Strategy will guide you on how to structure the case study, which things to focus on, and the tone you should use.
Strategy shows you how to write the story in a way that’s most powerful for your ideal client by guiding you to –
Clearly incorporate your Brand Differentiators
Explain how this client was a perfect fit by drawing attention to your Brand Values
Structure your Case study in a way that will best demonstrate your success and appeal to your Ideal Client (because you actually know who your tribe are)
Highlight the common pain points you solve for your Tribe, and
Write in the tone of voice that will make your Brand Personality shine
Brand Storytelling is the Case Study itself. It’s the piece of content or marketing you create that tells the narrative of the story.
What’s the best thing about Brand Story Strategy?
Brand Story Strategy matters because it helps you to show up consistently across every piece of sales and marketing you do in your business.
If you’re doing Brand Storytelling without the strategy part, then you’re diluting your message and making marketing harder than it needs to be.
When you create brand storytelling from a place of Brand Story Strategy, each piece of marketing content you create will help to reinforce the message you’re trying to share, to the ideal customers who are looking for a business just like yours.
You’ll be able to streamline your message, make better choices about how and when to do brand storytelling, and feel more confident in and connected to your business and your customers than ever before.
Want to work with me to create your own Brand Story Strategy?
Then the Brand Story Strategy Workshop is for you.
Work with me across this 8-week program delivered via video tutorials, workbooks and live group coaching calls, and I’ll help you harness the power of your brand so you can close the loop on the things that are holding you back from growing business you want to build.
