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Opinion Piece

Building connections and trust: 5 Key Rules on why brand stories matter


It comes as no surprise that an emotional connection with your target audience will go a long way in helping your brand stand out in a sea of sameness. And what have we been using since the dawn of time to learn, remember, and feel connected to others and the world that surrounds us? Stories.

But how can this translate into the world of branding?

Your brand story lies at the heart and soul of your brand. It puts down in words what gets you out of bed every day to do the things you do, going beyond your tagline, sales pitch and About Us page. It is what successful brand narratives and positioning are made of.

Most importantly, a brand story is here to let your customers know why they should trust you and care about the product or service you are providing.


Why brand stories matter

  • They invite people in
  • They activate emotions
  • They convey brand values

The 5 simple principles of what makes a great brand story
& a few ones that impacted Wonderians


1. Designing purpose

Maku sandals are designed to last for life and created for all-day, everyday wearing. What Walid loves most about them is their combining of quality, esthetic and functionality and the way they strive for a noble purpose like a smaller ecological footprint.


2. Putting people first

It’s not just about your brand. It’s about how the customer will become part of a momentum or personal journey. Take GGRIL for example. On August 4th, the Beirut blast shattered about 5000 tons of window panel glass. GGRIL provided glass factories with clean glass to create products in commemoration of this tragic event. And by buying one of their vases, Zein feels like she made one step on the path of healing from a traumatic and painful experience.


3. Letting your true colors shine through

Authenticity always wins, which is why aligning professional values and personal ones is so important. Brands need to feel and act like a person that is relatable to others and most importantly live true to their essence. For Amanda, this meant trying out Beesline products as the brand felt like a person she can trust.


4. Going beyond words

Actions speak louder than words, right? So having the perfect brand story will lead nowhere if it is not backed by concrete steps that align with the narrative. Like most millennials, Elie clearly remembers Tom’s promise to match every pair of shoes sold with a pair donated to a child in need, with this model keying the brand’s breakthrough a decade ago.


5. Telling and retelling it

Once your brand story is ready, you’ll need to weave it into your different communication tools, letting it transpire across your different interactions and touch points: across web copies, social media post, and ad campaigns. And few brands have done it as well as Dove.

“We believe beauty should be a source of confidence, and not anxiety. That’s why we are here to help women everywhere develop a positive relationship with the way they look, helping them raise their self-esteem and realize their full potential.”

Reading this on the brand’s website resonates so much more when the message is replicated across each and every way Dove interacts with its audience.


Shaping your brand’s identity can take many forms, and brand storytelling is just one piece of the puzzle. By humanizing your brand and mixing emotions with your values and the right narrative, your brand story will help you get this much closer to your audience and help them find something to relate to and connect with when purchasing your product or service.

More to see
Sep 2022

Taste the change? – How Gen Z are reshaping the food industry  

Aug 2022

Getting creative juices flowing: how Wonderians do it

Jun 2022

Of Shifting Eating Habits and the new codes of food advertising

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