There is a lot of confusion on what brand and brand narrative is. Branding is usually called “the identity” of the business, which I see where they get that, but that’s like saying “goth” is an identity. Others say it is the Hero’s Journey for consumer touch points, and I love the Hero’s Journey, but it isn’t properly formatted for branding.

The human brain, when scanned, lights up in some portions when being told fact, but it fully lights up when being told a story. There are four ways to communicate: through facts, emotions, sequenced events, and imagined patterns. A narrative is a way to communicate through all of this. A character engages with concepts of the world, has an emotional reaction, does something because it is a habit, but learns to change their habits because it creates new patterns for a new way of life. This is the true definition of narrative, whole brain communication.

So when we look at branding, we have to see the same thing. I break a brand narrative into three parts: the product narrative, the consumer narrative, and the founders narrative. The product narrative is an emotion, behavior, belief, and value. I sell narrative branding classes: I am overjoyed (Joy) to teach story crafting skills (extraversion) that will allow businesses to communicate and connect with their consumers (Imaginative Belief) and create strong, long lasting communities (Benevolence Value).

The consumer narrative is one of seven stories about the consumer and their need, conflict, resonance, connection, and value. I chose the identity story. My clients need help understanding their business, their products, and their consumers, so they can escape from the classic business and advertising techniques and become creative, storytelling artists that will attract the communities they need to create a community around the shared values.

The founders narrative is merely the relatable story. I grew up struggling to communicate, so I study story as the ideal form of communication and I teach it in many different industries.

Everything the business does, in and out of the marketing, should be directed by the narrative. It creates the brand voice, logo, slogans, color schemes, future endeavors, marketing, content, and the list goes on. So when people talk about setting up a brand, yes go for it, but without the narrative it can be disjointed and without a purpose, and so can the business. A company that creates beautiful colored pens whose brand is all about identity and creativity can have free marketing with special psychological coloring sheets, and can continue the narrative out of identity into intimacy by creating products that share that creativity, like paper.

There is a key concept to keep in mind here, your product doesn’t matter. My product doesn’t matter. My clients need to understand their business, consumers, and products, and my product helps them with that, but it’s just the middle of their story. They need to create a brand and a loyalty around that brand afterwards because that loyalty is the value that takes them forward (which is why I include an A.I. to help with the brand development process). Your product is designed to help them get from where they need something, to the value that brings their life forward. Your brand narrative shows them the story of how to do that. This is why it is the most essential aspect of your marketing.

There is also a free brand training before getting the course on my website:

submitted by /u/TheCreativeContinuum
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