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  • Marwa Kaabour

The Secret Sauce to Great Brand Narratives

Tips on achieving a great story for your brand
The Secret to Great Brand Narratives

The power of brand narrative is profound in today's competitive marketplace. With customer’s attention spans shortening and their loyalty shifting fluidly much faster than before, a usefully crafted brand narrative can help brands achieve the awareness and loyalty that they need to remain profitable.

So what are the secret sauce ingredients to whip up a successful brand narrative?

A story at heart

A good brand narrative establishes an emotional connection with audiences by weaving a story that resonates on a personal level, evoking feelings, and empathy.

This emotional engagement goes beyond product features, focusing on a deeper connection with customers. A brand story needs to have relevance and needs to personify a brand. In recent times, brands rely on promoting their ethical stance and social impact to help make their brand stories more compelling.

A very interesting consumer brand from South America that has crafted a compelling brand story is Natura. Based in Brazil, Natura specializes in cosmetics, skincare, and beauty products. The brand differentiated itself by focusing on sustainability, biodiversity, and ethical sourcing of ingredients from the Amazon rainforest. Their brand narrative emphasizes a commitment to social and environmental responsibility, promoting fair trade practices and supporting local communities. This had lead to a great sucess. I love that they took their story beyond product to social imapct.

Natura's story resonates deeply with consumers who value natural and sustainable products, as well as ethical business practices. They have successfully leveraged their brand narrative to build a loyal customer base both locally in Brazil and internationally, appealing to consumers who prioritize environmentally friendly and socially responsible brands.

Natura brand from the Amazon talks about social impact
Natura has a brand story that goes beyond product features


A well-crafted brand narrative differentiates a brand from its competitors by defining its unique identity and positioning in the market. It communicates the brand's values, mission, and beliefs authentically, which builds trust and loyalty among consumers seeking authenticity. For many years, marketers focused on the USP and the single unique selling proposition. We all know that this is not always achieveable, but what is achievable is nailing the value chain pieces that can give you an amazing business that customers love.

When we talk about differentiation as marketers, we need to highlight a company’s USPs and as well its value chain strengths. The brand story can have multiple Many messages interplay, they need to be regular, succinct and repeated over time with enough evidence to prove their worth.

For brands to make this work, marketers need to create microstories need to define their value chain, and amplify it around their stories.

Emirates Airlines stands out in the Middle East by strategically positioning itself as a symbol of luxury and innovation in global aviation. Since its inception in 1985, Emirates has differentiated its brand through a premium travel experience, extensive global connectivity to over 150 destinations, early adoption of advanced aircraft like the Airbus A380, strategic sponsorships, and a strong focus on service excellence. These efforts have established Emirates as a leader in the industry, known for its luxurious cabins, top-notch amenities, and exceptional customer service, appealing to travellers worldwide seeking comfort, convenience, and a touch of luxury. Who wouldn’t love to travel on Emirates ?

 Emirates Airlines has a differtiation when it comes to luxury marketing
Emirates Airlines has a differtiation when it comes to luxury marketing


The first lesson in branding is about memorability. People need to remember your brand story. Unlike impressions and engagements, memorability cannot be bought. And with humans being as distracted as they are today, achieveing memorabiloty is no easy mission.

A memorable brand narrative is inherently more memorable than mere facts, ensuring the brand remains vivid in consumers' minds. This memorability extends to increased engagement as consumers are drawn to narratives that captivate and inspire, encouraging interaction and sharing of the brand's story.

There are good ways and bad ways for brands to be memorable. So, watch out. Memorable brand narratives are backed up by great experiences and responsiveness. Here, in my opinion comes the role the Customer Engagement centre plays in the overarching brand experience.

Take Apple, for instance. Apple's brand narrative revolves around innovation, simplicity, and empowering creativity. This narrative is consistently reinforced through every touchpoint, from their product design and packaging to their retail stores and customer support.

Customers who buy into Apple's narrative often report a seamless integration of technology into their lives, a sense of belonging to a community of like-minded individuals who value innovation and design. The experience of unboxing an Apple product, for example, is carefully crafted to evoke excitement and anticipation, reinforcing the brand's commitment to quality and user experience.

Moreover, Apple's retail stores are designed not just as places to sell products but as spaces where customers can immerse themselves in the brand's ecosystem, learn, and get personalized assistance. This holistic approach to customer experience, rooted in a compelling brand narrative, creates a strong emotional connection with customers, fostering long-term loyalty and advocacy.

In essence, Apple's success in customer experience stems from its ability to consistently deliver on its brand narrative, creating experiences that resonate deeply with consumers and reinforce their perception of the brand as innovative, user-centric, and aspirational.

The Apple brand is great at creating memorable brand experiences
The Apple brand is great at creating memorable brand experiences


One quote that stuck with me says : It take months to find a customer and only moment to loose them. Articulating a brand narrative that your employees know how to deliver as part of their customer connection exercies is crucial. A strong brand connection provides a foundation for long-term growth and sustainability for your business. As a mrketer, you'll need to guide consistent messaging across platforms, your employees, and stakeholders to achieve a positive tie with your customers.

When I write consistent, I truly mean it, the messaging house needs to be intact and the dissemination of those messages needs to be regular.

Ultimately, the power of brand narrative lies in its ability to create meaningful connections that drive loyalty and influence in a competitive marketplace.

One notable example of a brand in the aviation industry that has built a long-term connection with its customers is Singapore Airlines (SIA). Singapore Airlines has established itself as a premium carrier known for its exceptional service, attention to detail, and commitment to passenger comfort.

Singapore Airlines' brand narrative focuses on delivering a "Singaporean hospitality" experience that goes beyond merely transporting passengers from one point to another. The airline has consistently invested in creating memorable customer experiences, from its luxurious cabins and in-flight entertainment to its renowned inflight dining options.

Moreover, Singapore Airlines has maintained a strong reputation for safety and reliability, which are crucial factors in building trust and long-term relationships with customers.

Singapore Airlines focus on building connections with their customers through brand stories
Singapore Airlines focus on building connections with their customers through brand stories


Authenticity in branding refers to how genuine and true a brand's story and identity are to its core values, history, and mission. To maintain this authenticity in a brand narrative, it's crucial to stay aligned with these fundamental elements.

The narrative should be transparent, reflecting the brand's true essence, and should connect deeply with the emotions and aspirations of its audience.

To achieve this, keeping the narrative concise is essential. By focusing on key messages that clearly convey the brand's purpose and essence, without diluting its authenticity, the narrative becomes more memorable and impactful. This approach ensures that the brand story remains genuine and resonates authentically with its audience.

Hyundai Motor Company exemplifies authenticity by consistently delivering high-quality, innovative vehicles while maintaining a customer-centric approach. Rooted in Korean values of quality and reliability, Hyundai listens to customer feedback to refine its products and services globally. They embrace their Korean heritage through cultural celebrations and community initiatives, fostering a strong sense of identity among consumers. Hyundai also prioritizes corporate social responsibility, engaging in sustainability efforts and community development to make a positive impact beyond business goals. This commitment to authenticity has solidified Hyundai's position as a respected global leader in the automotive industry.

Hyundai, in recent years has pledged carbon neutrality. Hyundai has integrated its pledge towards carbon neutrality into impactful marketing campaigns, focusing on communicating their commitment to sustainability through various channels. They prominently feature their eco-friendly vehicle lineup in digital and traditional media, emphasizing reduced carbon emissions and a greener future. Check out their campaign 'The Last Safety Feature'.

Hyndai Motor Company remained authentic to its carbon neutrality by launching The Last Safety Feature Campaign
Hyndai Motor Company remained authentic to its carbon neutrality by launching The Last Safety Feature Campaign

Hyndai Motor Company remained authentic to its carbon neutrality by launching The Last Safety Feature Campaign
Hyndai Motor Company remained authentic to its carbon neutrality by launching The Last Safety Feature Campaign


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