brand storyWhatever sector you’re part of, if you want to be a recognisable and respected part of it, you need to build a solid brand story.

If you want a place at the top of your particular food chain and you want conversions by the virtual bucket-load though, you need to make your brand story irresistibly compelling. It needs to suck customers in and make them say, “Yes! This company gets it, so I’m happy to give them my business.” Here are five steps to help your business achieve this goal.

  1. Make sure your web copywriters understand your USPs

In order for your brand to communicate its story effectively, the people who are responsible for creating your content must fully understand what your business is all about.

This is particularly important if your business is outsourcing some or all of its content to a copywriting agency or an external web copywriter. An effective way of ensuring that all of your copywriters understand what they need to communicate and how to do so is to create a brand tone of voice and style guide.

  1. Leverage your history to create depth

A brand story, unsurprisingly, needs a story. That story should involve the consumer, but at its heart should be the history of your brand. Not a dry sleep-inducing list of key dates and events, but something more organic – you need to weave your history into a gripping story with depth and nuance. Even if your company was only founded five years ago, it has an origin and an intention behind it, important milestones, challenges that have been overcome, and no doubt aspirations for the future. These should form the backbone of your brand story, and should be tied together into a coherent narrative with rising actions and satisfactory conclusions.

  1. Back up your core values with concrete examples

It’s easy to say that you are committed to delivering good customer service, are driven towards keeping prices low, or have a veritable shedload of experience in your field. But unless you back these assertions up with something they may be difficult to believe. Be specific and tell your customers how your actions and achievements are in line with the way you talk about yourself. If for example exceptional customer service is one of your core values, tell people about the training procedures your staff go through, provide details of customer satisfaction surveys, or supply quotes from satisfied customers.

  1. Create an enemy

A few weeks ago we looked at the role that an enemy can play in an effective brand story. An enemy, or antagonist, makes a story interesting – it gives the protagonist – you – a quest to succeed in, and this can be very compelling to readers. Your enemy could be your overpriced counterparts in general, it could be the inconvenience experienced by customers prior to purchasing your product, or it could be the stress of everyday living that your package holidays can provide an antidote for.

  1. Align your brand image with your most crucial value

Finally, you should determine what is most important about your brand image – what one thing expresses succinctly who you are and what is important to you as an online business? Once you’ve done that, you should find ways to express this consistently throughout your content, so making that value an integral part of how you appear to the outside world.

If you need help crafting a brand story that will deliver success to your online business, get in touch with Big Star Copywriting today.


  • As a return to work copywriter, I’m keenly following articles on creating branded copy.

    What interests me here is how Big Star’s own website reflects the advice given. For example, which area/s of your site would you say are communicating your own brand story most succinctly? And which enemy is the one you have identified as your target audience’s biggest bugbear?

  • Good comment Catherine. I think we currently communicate our brand story most effectively in our blog content, our emails and in the content we post on third party sites. Our sector is developing so rapidly that these are our best channels for reflecting our current thinking on copywriting.

    The bugbears we’re addressing in our articles are mainly concerned with how people tell their brand story across their online communications.

    We’re also moving to address specific issues from some of our European clients in fashion, travel and food & drink including how to write more effectively in idiomatic English, as opposed to using writing translated to English, which tends to miss nuances of tone of voice and style.

    In terms of the site generally, we’re working on a new site right now that I think will more effectively convey our brand story with a fresher design and shorter, more focused content. So bear with us but you’ll see more of what I mean in the next couple of months.

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