What are the key elements of a compelling brand story for global markets?

1 Know your audience

Before you create your brand story, you need to understand who you are talking to. What are their needs, challenges, aspirations, and motivations? How do they perceive your brand and your industry? What are their cultural norms and expectations? How do they consume and share information? You can use tools like market research, customer feedback, personas, and social media analytics to gain insights into your audience and segment them into relevant groups.

2 Define your purpose

Your brand story should reflect your core purpose: why you exist, what you stand for, and how you make a difference. Your purpose should be clear, consistent, and authentic across all your channels and touchpoints. It should also align with your audience's values and goals, and show how you can help them solve their problems or fulfill their desires. Your purpose should be the foundation of your brand story and guide your actions and decisions.

3 Create your plot

Your brand story should have a plot: a structure that connects your past, present, and future. Your plot should show how you started, what you have achieved, and where you are going. It should also highlight the challenges you have faced, the solutions you have provided, and the impact you have created. Your plot should be engaging, relevant, and memorable, and use storytelling techniques like conflict, tension, climax, and resolution.

4 Choose your voice

Your brand story should have a voice: a tone and style that expresses your personality and attitude. Your voice should be distinctive, consistent, and appropriate for your audience and your industry. It should also adapt to different contexts, platforms, and formats, while maintaining your identity and message. Your voice should be human, conversational, and emotional, and use language that resonates with your audience.

5 Show your proof

Your brand story should have proof: evidence that supports your claims and demonstrates your value. Your proof should be credible, relevant, and specific, and use data, facts, testimonials, reviews, awards, or case studies. Your proof should also be visual, interactive, and dynamic, and use images, videos, infographics, or animations. Your proof should be compelling, persuasive, and actionable, and show how your audience can benefit from your brand.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?