Blog: Point Blank— Build your Brand Narrative Beyond the Tagline To Inspire a Cultural Shift
Photo Credit: planeteelevene via Unsplash
We’re asking the question: How do you build a brand narrative that goes beyond just selling products to inspire cultural shifts that have their own ROI? Buckle up, because, by the end, you’ll be ready to write a brand story that doesn’t just resonate—it revolutionizes.
The Power of Narrative
Let’s start with a truth that may seem simple but is deeply transformative: People don’t buy products; they buy stories. Think about it—when you buy from Allbirds, you’re not just buying comfort; you’re stepping into a lifestyle committed to environmental impact.
Take Omsom. They could have stopped at “Delicious Asian Sauces,” but they didn’t. Instead, they invite you into a celebration of flavor, heritage, and unapologetic boldness. It’s a story that resonates with people hungry for flavor and cultural pride.
This isn’t just clever marketing; it’s a deep narrative that taps into our desire for authenticity and connection. It makes every product a touchpoint in a more significant cultural conversation.
Elements of a Culture-Shifting Brand Narrative
So, how do you craft a narrative that doesn’t just sell but shifts culture? Let’s break it down:
Know Your 'Why'
Simon Sinek says it well: "People don’t buy what you do; they buy why you do it." Your 'why' is the heartbeat of your story. Look at Blueland. They’re not just selling cleaning products but challenging the wasteful status quo. Every purchase becomes a commitment to reducing plastic use—not just cleaning a countertop.Tap into Cultural Tensions
Great stories often respond to tensions we feel in culture. Think about Thinx. By redefining what period products look like and challenging taboos, they aren’t just selling a product; they’re changing the conversation around menstrual health and empowerment.Center the Customer as the Hero
In a great brand story, your customer is the hero. Parade Underwear doesn’t just sell underwear; it invites each wearer into a movement for inclusivity and self-expression. Their tagline is more than a slogan; it’s a call to embrace yourself in every way.Consistency with Room to Evolve
Your brand story needs a consistent message but room to adapt to cultural change. Brands like Tony’s Chocolonely have built their narrative on ethical production and fair trade. As they grow, they maintain their commitment to chocolate justice while evolving to stay relevant and impactful.
Putting It into Practice
Let’s bring this to life with a quick example. Imagine you’re launching a new, ethically sourced, adaptable skincare line called Everglow. Your story shouldn’t stop at ingredient quality; it should dig into your customers’ values.
Your 'why' might be about empowering individuals to feel connected to their skincare, with a focus on mindful sourcing and self-care rituals that are good for the planet. It’s a narrative that invites people to participate in a lifestyle of intentional, sustainable beauty.
Your hero? The conscious consumer who’s ready to break up with conventional, harmful products and embrace skincare that supports both their well-being and the earth’s. In this narrative, Everglow isn’t just about products; it’s about guiding each person on their journey to a more mindful lifestyle.
Brand Narratives Out In The Wild:
1. Girlfriend Collective
The ‘Why’: Girlfriend Collective exists to make activewear that’s ethically made, environmentally conscious, and size-inclusive.
Tap into Cultural Tensions: Girlfriend Collective addresses the tension between fashion’s typically exclusive, environmentally harmful practices and a desire for more inclusive, ethical, and sustainable choices. By creating beautiful, accessible activewear in a wide range of sizes, they reject the narrow standards of the traditional fitness industry.
Make the Customer the Hero: The customer is a changemaker who wants to support brands that align with their values. By choosing Girlfriend Collective, they’re investing in a sustainable and body-positive future.
Consistency with Room to Evolve: As sustainability concerns and inclusivity become more central in culture, Girlfriend Collective can continue to evolve by innovating with more eco-friendly materials, collaborating with diverse voices, and expanding their impact beyond fashion into lifestyle.
2. Parade
The ‘Why’: Parade is on a mission to reinvent the underwear industry by centering body positivity, self-expression, and inclusivity.
Tap into Cultural Tensions: Parade addresses the ongoing tension between narrow beauty standards and self-expression. Parade invites customers to see underwear as a self-expression tool, not something societal expectations restrict.
Make the Customer the Hero: The Parade customer becomes the hero by rejecting traditional beauty standards and celebrating their unique selves through bold, fun, and vibrant products. Each choice they make with Parade is a stand for individuality and inclusivity.
Consistency with Room to Evolve: Parade has room to continually refresh their visuals, expand size ranges, and amplify more voices within body positivity. As new movements around body acceptance and identity arise, Parade can adapt by centering underrepresented voices and styles in each collection.
3. Blueland
The ‘Why’: Blueland is here to eliminate single-use plastic waste from the household cleaning industry.
Tap into Cultural Tensions: Blueland confronts the growing tension between convenience and environmental responsibility. Their mission challenges the disposable plastic culture that dominates household cleaning.
Make the Customer the Hero: By choosing Blueland, customers are the heroes in the fight against plastic pollution. They’re not just buying cleaning products; they’re choosing a sustainable, responsible lifestyle that reduces plastic waste and reflects their commitment to the planet.
Consistency with Room to Evolve: Blueland’s clean and approachable branding will stay relevant as more people prioritize sustainable choices. They can evolve by expanding their product line, partnering with eco-conscious influencers, and updating their messaging as the climate conversation evolves.
4. Omsom
The ‘Why’: Omsom’s mission is to make bold, authentic Asian flavors accessible to all, celebrating the heritage and richness of Asian-American culture.
Tap into Cultural Tensions: Omsom tackles the disconnect between the traditional Asian flavors we crave and the “watered-down” versions typically available in the U.S. By bringing unapologetically bold, authentic flavors to home kitchens, Omsom is making a cultural statement.
Make the Customer the Hero: Omsom’s customers are the heroes who embrace and celebrate Asian heritage in their kitchens. They’re invited to step into a journey of cultural authenticity, using Omsom’s products to create dishes that honor true Asian flavors and challenge mainstream culinary stereotypes.
Consistency with Room to Evolve: As food trends shift and the conversation around cultural authenticity grows, Omsom can expand its offerings to showcase more flavors, partner with cultural organizations, and continuously share stories from the Asian diaspora.
5. Aavrani
The ‘Why’: Aavrani is inspired by the beauty rituals of India and seeks to bring modern, holistic skincare rooted in cultural heritage.
Tap into Cultural Tensions: Aavrani addresses the desire for natural, effective skincare that’s deeply connected to cultural heritage in a world saturated with synthetic products. By honoring traditional Indian beauty practices, Aavrani creates a bridge between modern skincare and cultural wisdom.
Make the Customer the Hero: The Aavrani customer becomes the hero by embracing skincare that’s not only effective but also meaningful. They’re invited to go beyond surface-level beauty, engaging in rituals that connect them to cultural roots and the wisdom of ancient practices.
Consistency with Room to Evolve: Aavrani’s brand can evolve by expanding its product range to include more ingredients and rituals from diverse Indian traditions, continuing to educate its audience on the importance of holistic beauty and self-care rooted in heritage.
6. Reel Paper
The ‘Why’: Reel Paper aims to provide a sustainable alternative to traditional paper products, prioritizing the environment and responsible consumption.
Tap into Cultural Tensions: Reel Paper addresses the tension between convenience and environmental degradation, challenging the wasteful nature of traditional paper products by providing a sustainable, bamboo-based alternative.
Make the Customer the Hero: By choosing Reel Paper, customers become everyday heroes committed to reducing their carbon footprint. Their choice reflects their desire to make a difference through simple, everyday actions.
Consistency with Room to Evolve: Reel Paper can expand its product line to other household goods and offer educational resources on sustainability. As awareness around environmental issues grows, Reel can adjust its messaging to emphasize the bigger picture of environmental impact and conservation.
Remember: A tagline might get attention as we bring this episode home, but a powerful story wins hearts and minds. If you’re here to shift culture, your brand’s narrative has to speak to something deeper. It’s not just about selling a product but inviting people to step into a story that reflects their values and vision.
So, I’m challenging you: Take a closer look at your brand’s story. Are you inviting your audience to be the hero? Are you tapping into cultural tensions that matter? Are you speaking to a purpose beyond just the product?
This is Ash Nicole, reminding you that in a crowded market, it’s the stories rise to the top. Your brand has the potential to inspire and lead change—but it all starts with telling the right story. Until next time, keep refining your narratives, and remember: culture doesn’t just happen—it’s something we actively create. Let’s get to work!
Are you giving your audience a role in in your brand story that matters to them?
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