Brand Narrative

What are brand narratives?

They are “meaningful storylines that makes people easily to understand who you are.” Good narratives need to be specific, special, and outstanding. That is, they need to convey your business purpose and personality precisely.

Brand narratives are similar to personas. They usually use simple sentences with easy grammar, vocabularies and metaphor. By these, people can read and realize what companies want to express. Then, companies can build their unique brand image to stand out from the others.

Brand narratives are often shown in commercials. However, the ads themselves won’t just show sentences. The narratives are hide in the ads metaphorically. Let’s take two Coca Cola’s commercial for example.

The young man yawns and puts money into a Coke machine. The world in the machine works then energetically. Finally, the man drinks and feels happy.

A sleeping students is about to miss his finals. The creatures in the books pop opened a coke and wakes the boy up.

So, the persona that Coca Cola wants to tell is, “Coca Cola brings you energy and happiness.” It’s quite near to average people’s impression on coke. Undoubtedly, this is one of the main reason why people drinks coke.