What does it take to make a great Brand Story? Should your brand be the hero of the story, or the sidekick? Discover the elements essential to crafting an engaging story that connects your brand to your customers.

1. 4 Elements of a
Blockbuster Brand Story

2. What’s a Brand Story?
A Brand Story is a narrative of your brand that goes beyond mere products,
specifications and usage.
Your brand story is
❖What you mean to your customers?
❖How you enrich their lives?
❖Why you do what you do?

3. The Elements You Need
Here are the 4 elements you need to know about, before you get started on
your story:
❖The Protagonist
❖The Supporting Cast
❖The Narrative
❖Consistency

4. The Protagonist
Your Customer is the Protagonist
Your brand derives its purpose from your customers. So they are the heroes of
your Brand Story.

5. The Protagonist
Lifebuoy’s “Help a Child Reach 5”
Campaign.
❖ The protagonist: A family with
their first child to turn 5.
❖ Celebrates triumph over child
mortality.
It is your customers’ stories that
need to told.

6. The Supporting Cast
Your Brand is the Supporting Cast
If the customer is the hero, your brand is the sidekick. Portray how your brand
enables your customers to achieve something extraordinary.

7. The Supporting Cast
The Apple “Signature” Ad
❖ Focus on how Apple products fit
in our lives.
❖ “Does it make life better? Does it
deserve to exist?”
Show your customers how your
product makes them awesome.

8. The Narrative
Most common Narrative arc is the 3 Act Structure
The 3 Act Structure is not set in stone. You can go ahead and play with the
elements. But it is a great starting point, if you are thinking about a story for the
first time.

9. The Narrative
The 3 Act Structure
❖ Act I: Set up your characters and
the problem
❖ Act II: Build the story as your
hero faces greater challenges
❖ Act III: The hero triumphs at the
climax and eventual resolution

10. The Narrative
The Google Reunion Ad
❖ Act I: Old photographs, nostalgia
and an idea.
❖ Act II: The search begins across
borders, bags packed, tickets
booked.
❖ Act III: The climax is the reunion
after years of partition.
Give your audience a context, rising
hope and a satisfying closure.

11. Consistency
A Consistent Message across all Communication
The values that you claim to uphold in a witty or heart touching video, should be
consistently delivered across all customer touch points.