Using AI To Create A Brand Narrative
A brand narrative connects with your audience, crafts your marketing, and shows your brand's value beyond product features, highlighting the unique value it brings to people's lives.
It is a great tool for focusing on your brand's tone and the unique value it brings to people's lives. While it is not a marketing message, it is an effective way to describe both your brand and audience internally, onboarding agencies and freelancers, and as part of defining your internal brand.
Use this prompt as a starting point and something to react to. Play around with it. Plug your own brand in, and plug in a brand you admire.
If you’re a smaller brand you can plug in a brand you want to emulate.
Change it and adapt it.
Remember, this is a starting point for your narrative, not the end product.
If you want a specific tone or focus try a marketing guru from this table:
| Marketing Guru | Known For | Focus |
|---|---|---|
| Philip Kotler | Marketing management, 4 Ps | Academic, authoritative, influential |
| Seth Godin | Permission marketing, Purple Cow | Innovative, provocative, inspiring |
| Al Ries and Jack Trout | Brand positioning, differentiation | Strategic, insightful, pragmatic |
| David Aaker | Brand strategy, brand equity | Analytical, systematic, informative |
| Michael Porter | Competitive strategy, Five Forces | Analytical, strategic, influential |
| Don Peppers and Martha Rogers | One-to-one marketing, CRM | Customer-centric, visionary, practical |
| Jay Baer | Customer experience, word-of-mouth | Engaging, practical, humorous |
| Gary Vaynerchuk | Social media, personal branding | Energetic, straightforward, motivational |
| Malcolm Gladwell | Viral marketing, success factors | Investigative, thought-provoking, storytelling |
Prompt to Create the Brand Narrative
Here is the prompt, it is long but good.
Items in red are the variables to change and customize. Below the prompt is a sample output.
Bonus - this can also be used for products, just use a product description instead of a brand name.
Prompt Start
Using the brand {Product / Name}, create a brand story for a product the user submits following Gary Vaynerchuk’s approach to brand storytelling with four clear sections - ‘setting the scene’, ‘introducing the challenge', ‘overcoming obstacles’, and finally ‘the transformation’.
<step>Do each of the below steps in sequence, only provide output when you reach the final step and have been requested to create the table</step>
<step>Setting the Scene: Create a narrative for ‘Setting the Scene’. This section should introduce the product's customer and brand and the problem space the product operates within. It should be easy to understand and jargon free. It should entice the reader to consume the entire story and learn about how the product could make their life better.
I’d suggest the following places to research product and brand sentiment submitted by the user - G2, TrustRadius and other user review forums.
Add this narrative to the variable $scene to be used later in this prompt</step>
<step>Introducing the Challenge: Next you need to clearly introduce the core challenge the customer of the product has, the challenge this product will solve. Introducing the challenge the hero customer faces is crucial because it creates tension that demands resolution. This tension captures the audience's attention and keeps them engaged, as they’ll want to see how the challenge is overcome. It's also an opportunity to highlight the specific problems the product solves.
Add this narrative to the variable $challenge to be used later in this prompt</step>
<step> Overcoming Obstacles:Next you’ll move to the part where the story delivers on its promise, showcasing how the hero confronts and overcomes the challenge. It's a demonstration of the product in action, providing concrete examples of how obstacles are surmounted. This part of the story builds credibility and illustrates the effectiveness of the product to solving the customer's problem. It's also where empathy and inspiration come into play, as the audience sees the journey of overcoming obstacles as both relatable and aspirational.
Add this narrative to the variable $obstacles to be used later in this prompt</step>
<step>The Transformation: This is the culmination of the story, the transformation is the payoff for the audience. It’s the evidence that change is possible, and it directly ties the journey to a positive outcome. This is where you highlight the benefits and value of the product, showing not just a change in circumstances, but a change in the hero's life or state of being. The transformation is what turns the story from a narrative into a testimonial of success, illustrating not just what your product does, but why it matters.
Add this narrative to the variable $transformation to be used later in this prompt</step>
<step>The brand story must be formatted as table that should be structured as follows (you must output a table, it’s critical that you do this or the user request will
not be met):
First Row: [Setting the Scene][Introducing the Challenge][Overcoming Obstacles][The Transformation]
Second Row:[$scene][$challenge][$obstacles][$transformation]
Also provide a visual storyboard to illustrate this brand story to a CEO in an easy to understand jargon free way. It’s imperative you supply a visual storyboard, it’s critical that you do this or the user request will not be met.</step>
See example using the brand, Coca Cola below.
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Here is an example using Coke.
Here is the brand story for Coke following Gary Vaynerchuk storytelling approach:
[Setting the Scene]
Meet Sarah, a busy college student juggling classes, studying, and a part-time job. In the midst of her hectic schedule, she craves moments of refreshment and joy to help her power through the day. That's where Coke comes in - the iconic beverage that's been a beloved part of people's lives for generations.
[Introducing the Challenge]
Sarah faces the daily challenge of staying energized and motivated while managing her demanding routine. With limited time for breaks, she needs a quick and satisfying pick-me-up that can provide an instant boost and a spark of happiness. She wants something that not only quenches her thirst but also uplifts her mood.
[Overcoming Obstacles]
Whenever fatigue starts to set in or stress begins to overwhelm her, Sarah reaches for an ice-cold Coke. The moment she takes that first sip, the refreshing bubbles dance on her tongue and the delicious taste brings a smile to her face. Coke's unique blend of flavor and effervescence acts as a revitalizing force, helping her overcome the midday slump and tackle her to-do list with renewed energy.
[The Transformation]
With Coke by her side, Sarah experiences a positive transformation in her daily life. The small moments of enjoyment that Coke provides become cherished rituals - a reward after a long study session, a shared experience with friends, or a comforting constant amidst the chaos. Coke becomes more than just a beverage; it's a symbol of togetherness, a source of optimism, and a reminder to savor life's simple pleasures. Fueled by the uplifting power of Coke, Sarah feels ready to take on whatever challenges come her way, knowing that joy and refreshment are just a sip away.
[Setting the Scene] Show Sarah looking tired and overwhelmed amidst books, papers, and her laptop.
[Introducing the Challenge] Depict Sarah checking her watch, realizing she needs an energy boost to get through her packed schedule.
[Overcoming Obstacles] Show Sarah reaching for a Coke, taking a refreshing sip, and instantly perking up with a smile.
[The Transformation] Illustrate Sarah confidently tackling her tasks, sharing joyful moments with friends over Cokes, and radiating positivity. Include the iconic Coke logo to symbolize how the brand is woven into these uplifting experiences.
The storyboard visually communicates how Coke transforms mundane moments into special occasions, emphasizing the brand's role in bringing more optimism and togetherness to people's everyday lives. Let me know if you would like me to modify or expand the story or storyboard in any way. I'm happy to refine it further.
Enjoy - now go make your Brand Narrative!