Why Telling a Great Story is Crucial for Your Brand

It’s not just about the fancy colors or the sleek logo. What truly resonates with customers is the story behind your brand. It’s how your brand makes them feel. When you buy Levi’s jeans, you’re not just purchasing a pair of durable pants — in fact, durability has little to do with it. You’re buying into a piece of pop culture, something timeless. Levi’s represents a multi-generational story about youth and freedom.

This story lives in the minds of customers as they walk through shopping malls, surrounded by endless options. The brand speaks not only to their own youth, but to their parents' youth as well, evoking a lifestyle and values they connect with. The colors, the music — every element of the brand enhances this emotional connection. Together, they create a feeling of loyalty.

These commercials are why I own multiple pairs of Levi’s jeans, despite there being other options that might fit better or cost less. When I buy Levi’s, I feel like I’m part of something bigger, a story that resonates deeply with me.

Building Your Brand’s Story

As you work to build your brand, think beyond just selling products. Think about the ultimate story you want to tell. Who is your brand for? And I’m not just talking about broad categories like 20-35-year-old urban customers. I mean, who is your ideal customer on a deeply personal level? Can you name them? Can you picture their life, their relationships, their challenges?

Once you can answer these questions, you’re on your way to creating a brand that’s more than just a company. It becomes a story. One with continuity, one that fans, not just customers, will gravitate toward.

The Power of Authenticity in Video Ads

The next time you create a video ad, focus on telling the story of your brand. How does it resonate with the emotions and experiences of your audience? By staying authentic and true to what resonates with you and your team, you’ll find the right direction.

Having spent years telling stories, I’ve learned that the most powerful ones are specific. They focus on a single, special character, someone who can connect with a broad audience. When you try to make your story too universal, it often becomes diluted. The journey you take the customer on loses personality, and the connection weakens.

By focusing on a specific character’s story, driven by a distinct emotion, you’ll create ads that feel genuine and relatable. And when people relate, they engage. The result? A deeper connection with a wider audience.

Focus on Story, Not Virality

So, as you prepare to make your next ad — whether it’s a simple social media clip or a full-scale television commercial — think about the character in the story. Make it personal. Make it about their unique concerns and experiences. When you do this, you’ll notice how deeply the masses resonate with it. Your return on investment will increase, and video will become an even more powerful asset in your marketing strategy.

Don’t chase virality. Focus on telling a story. This is what makes audiences fall in love with your brand.