The Four Dimensions of Brand Storytelling: A Framework to Generate Story Ideas

In our competitive world, good products and services have become the standard. One day, I could be buying Ikea bookshelves, the next I may fall in love with Article’s new storage collection. As innovative companies continue to emerge, customer loyalty will waver. In this environment, how does one keep customers coming back? Brands must shift their focus from stats to stories if they want to captivate their audience. Data may sound impressive, but it doesn’t impress people to feel. To move people to action, you need to present your message in a story that fuels emotions and sparks inspiration. But what stories do you tell?

To identify opportunities for narratives, consider the four dimensions of brand storytelling. It’s a framework to generate story ideas. This holistic view will help you realize ways to craft a brand that people can connect with. The four dimensions are knowing yourself, your customers, your partners, and your champions.

Know Yourself

First, introductions. Who are you (as a company)? If you have a unique founding story, share the details of how it all began. I recently stumbled upon Burt’s Bees Our History page. There, I learned about Burt and Roxanne’s humble beginnings through an illustrated slideshow. With candid photos of their…