Brand Storytelling: why words should form part of your brand identity

The old saying “you can’t judge a book by its cover” is also valid for telling your brand story. Stories (and the words that describe them) make people decide if they like you, if you understand their needs, and if they want to do business with you. Brand storytelling can’t be done with visuals alone, no matter how captivating your design is.

While a great design might be attractive, it’s not enough to sustain a real relationship. People communicate through conversation, and words are essential to that dialogue.

Imagine if you were planning a holiday and found beautiful pictures of your destination but no descriptions of the types of accommodation on offer or information on tourist attractions and activities or history? What if you were searching for a new car and just found visuals of cars with no information on features and no product reviews? Words matter, and brands that tell their stories — not just show them — win.

Words are powerful…

Words spark emotion and can transport people into a different mindset. And choosing the right way to say those words is incredibly important.

It’s important to forge an emotional connection between one person’s experience and another.  Consumers consider the brand’s story as part of the purchasing process, and the brands that can communicate their story effectively to create authenticity attract consumers.

So many companies don’t understand their story or how it can be told. If you’re selling a traditionally boring product or service, words can help paint your business's exciting picture.

Visuals and words should come together to tell the whole story.

Words and visuals can work as a cohesive and complete team to paint the full picture of a brand story. Your website, emails, catalogue, or brochure might be beautifully designed, but if the words in those communication materials aren’t compelling, no one will keep reading. When the design is attractive, all your words create a more robust experience. On the other hand, if the design is terrible, your brilliant words will go unread and your story untold.