How to Find (and Stick to) Your Brand's Internal Story

Jordan Kelley, Content Director, BrandStorytelling.tv

Story finding helps brands determine who they are. The term is one coined by Story Worldwide, a company whose focus is getting to the heart of a brand’s true, internal story – not, perhaps, the story they’d like to tell. Story Worldwide digs deep into a brand’s existing narrative to develop their story platform: a description of the "ownable" and authentic truth of their brand. This system is based on and employs many practices of investigative journalism to determine the truth of a brand.


What is the truth of your brand? What is a story that you can best own? In the given moment, there are lots of brands engaging in performative storytelling when it’s not actually core to their values and ethos. Brands need to understand their authority with their audiences and where they should speak up and where they shouldn’t. Whatever the case, things you speak on need to point back to why the brand exists, not just using messaging to appear politically correct.


Friend of Brand Storytelling Fara Warner recently sat down with Simon Kelly, Josh Von Scheiner, and Craig Teper, the brains behind the Story Worldwide operation, to have a conversation about brand narrative and storytelling in our collective new reality. Here are two major tips from Story Worldwide on how your brand can best tell its own story:


Follow this link for the full conversation between Fara, Simon, Josh, and Craig from the Brand Storytelling Livestreams


What is your holistic narrative?

In order to react to the myriad of events happening in 2020, a brand must understand its holistic narrative. In other words, what is your relationship to current events when considering your brand position prior to those events? To know this is to consider it before responding directly to societal events. When you don’t, statements are bound to ring hollow - a mistake in a moment where the stakes couldn’t be higher. Brands can’t skip the step of identifying why they’re using particular messaging as they may have been able to in less tumultuous times. When a brand understands its purpose, it means its messaging doesn’t happen as a reaction to the outside world, but rather as messaging it would have already signaled despite the goi