A novel way to tell your brand story, infographic

Downtown Lynchburg Spring
Infographic of the narrative arc in branding.

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The Novel Way to Tell Your Brand Story

Great stories are universal. They draw us in because they mirror our experiences. In the same way, a great brand will build a story that resonates with their customers. Creating your brand starts with understanding the elements of all strong narratives.

Each time a person absorbs a tale, they follow the same journey. Every story does this, even though the techniques may be different. Every piece of promotional material from a website landing page, to a social media post, should consider the narrative arc.

The Narrative Arc

  • Exposition
  • Inciting Incident
  • Rising Action
  • Climax
  • Falling Action
  • Resolution
  • Denouement

Within all narratives there are 9 common plots. Although extremely simplified, almost every story falls into one of these archetypes. Pick one that will follow your customer’s experience with your brand.

9 Common Plots

  • Overcome the Monster
  • Rags to Riches
  • The Quest
  • Voyage and Return
  • Comedy
  • Tragedy
  • Rebirth
  • Mystery
  • Rebellion against “The One”

The variety within stories comes from the 7 story elements of the narrative. Each of these creates a little world. When they are effectively developed, the audience falls in love with the story. Make a list under each element as it relates to your brand.

5 Story Elements of the Narrative

  • Characters
  • Settings
  • Themes
  • Symbols
  • Point of View

Finally, at the center of the story is the protagonist. They are the hero. They are the one with whom the audience should relate. In your brand story, the customer is the hero. As you take them on the journey through your brand, they are the center. Make them the focus of your brand story.

As you build your brand story, outline it from the customer’s perspective. Which down your tale and list each element. Consider how you will represent each piece, from photos and graphics to key phrases. Put them all together and your brand story can become a legend.

Published by Danielle

I'm a writer and artist in Lynchburg, Virginia.

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