Role of a brand narrative in a brand strategy

Brand agency should focus on creating a convincing and persuasive brand strategy to help with the promotion and growth of a brand. There are several elements that contribute towards the development of a brand strategy, and it should help a brand with developing with building a brand narrative to showcase the rest of the branding strategy to the audience of the brand.

What is a brand narrative?

A brand narrative is regarded as a selection of blocks that attributes towards the development of a successful brand strategy. A brand narrative is build using a series of information and insights, and it is likely to focus on the business-related modules that a brand should look into for the development of a brand.

What does a brand narrative contain?

A brand narrative consists of five elements, and each element plays a specific role in determining what a brand is attempting to convey to its customer. A brand should be able to meet all 5/5 criteria in order to deliver profitable and interesting outcomes.

  • Truths: In terms of a brand narrative, truths refer to the four to five aspects of your brand on a relatively superlative level. The truths of a brand narrative should be significant, and it should reflect the core values of the brand.
  • Promise: A promise is regarded as a statement of mission, which brands are likely to promise to their clientele.
  • Story: a story makes an important element of a brand narrative, and it refers to a short and concise narrative that refers to the imaginative side of a promise made to a client. A story is usually emotive and personal, and it resonates with an audience on several levels.
  • Emotional impact: emotional impact refers to the particular ways, which allows a brand to convey emotive and personal feel to its audience.
  • External expression: an external expression is regarded as a marketable concept, which is elaborated by a “promise”, and it is further accelerated by “emotional impact” of the brand agency narrative.