“The best brands are built on great stories.”
—Ian Rowden
Chief Marketing Officer, Virgin Group

What is a brand story?

A brand story isn’t just the narrative you provide your customers, or the text you write on your company website – it’s a complete picture made up of facts, feelings and interpretations, which means that part of your story isn’t even told by you. Everything you do, each element of your business or brand, from the colours and texture of your packaging and business cards, to the staff you hire is part of your brand story and every element should reflect the truth about your brand back to your audience.

If you don’t have a story you are just another commodity. You have no way to differentiate your brand or your business. Creating a brand story is not simply about standing out and getting noticed. It’s about building something that people care about and want to buy into. It’s about framing your scarcity and dictating your value. It’s about thinking beyond the utility and functionality of products and services and striving for the creation of loyalty and meaningful bonds with your customers.

How do I tell my brand’s story on Instagram?

1. Create and curate high quality content!

Once you settle on your brand story, develop a digital aesthetic (graphic templates, image tones, brand colours & fonts e.t.c) that best represents its personality and subtly pushes its unique selling points. For example: If a unique selling point for your brand is that it is located in Africa, does your content show that it is or is it only in your Instagram bio?

2. Use your captions to tell your story and stay consistent with your brands personality

Share stories about how the business was founded, its direction, what makes it unique, or how certain products or services were developed. P.S. Remember to maintain the tone of your brand in these captions. For instance, if your business has a silly, light-hearted personality, include emojis to make your captions more fun.

3. Find your audience and give them permission to contribute. You can’t tell a good story if you don’t know who you’re talking to. 

User-generated content creates images and testimonies that you can re-use. It also strengthens relationships with your community by making each person an active and valuable part of your brand. So repost their content, ask them questions – ENGAGE.