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Art of Brand Storytelling Part 2: How to Construct a Story

Note: This is part 2 in our Art of Brand Storytelling Series

Iconic brands like Apple have long recognized the power of brand storytelling. In 1984, before Apple was โ€œAppleโ€, the company launched an unconventional, controversial 1 minute tv spot during the 3rd quarter of Superbowl XVIII. It was their first tv ad, and they subverted expectations, made people curious and, most important of all, they managed to articulate their brand values in front of millions of people. It was a great ad to launch a company with. Today, that ad is considered a classic. Why?

Because, to put it simply, Apple told a story (which was inspired by George Orwellโ€™s classic novel 1984). It was a story all about the appeal of their brand, and it was told vividly and succinctly. Apple accomplished a remarkable feat: telling a story in 60 seconds that completely represented the power of their brand. Someone buying a Macintosh computer was a trendsetter, a rebel, an anti-conformistโ€”someone who didnโ€™t bow down to the status quo. Whether or not that is actually true beside the point; Apple set the tone for years to come, and it was due to their skillful storytelling. Apple made its audience believe, which is what you need to do.

But how do you do that? How do you get an audience to believe in your brand, especially if a large portion of that audience has never heard of your company before?

Itโ€™s all in how you construct the story.

Iโ€™m going to list the different elements of your store that you will always needโ€”no matter what story you tell.

  1. Characters

Your characters are very important. You need a protagonist (main character), and you should expect your audience to experience the story through that characterโ€™s point of view. This means that people should be able to see themselves in your character.

In some cases, you may even want a villain as a foil to your main character. But this isnโ€™t always necessary. Letโ€™s use Appleโ€™s 1984 ad as an example. The protagonist is the woman thatโ€™s running with the hammer (which is supposed to represent a Mac computer, by the way). The villain is the Big Brother character thatโ€™s talking on the screen (which, at that time, was supposed to represent IBM).

There are many different type of protagonists that you can use.

You can go with the underdog, as people to love to root for the underdog, and can easily relate to that type of character.

You can use the rebel/outcast type of protagonist.

You can use the protagonist who is down-on-luck. In some cases, this can be interchangeable with the underdog type.

You need to use a protagonist who people, at some level, will want to root for. In the Apple example, the protagonist is fictional, but this doesnโ€™t mean that your character necessarily needs to be fictional. In your case, it may make sense to use references to real people or customers.

The Setting/Tone

The setting is where the story takes place. Whatโ€™s happening around the main characters? Whatโ€™s the imagery? The Macintosh ad is a visual story, so the setting is crystal clear: a depressingly dystopian society devoid of color or emotion.

Figure out the setting because it will help to set the tone for the story.

The Structure of the Story

Every story needs a beginning, middle and an end. The beginning needs to hook the audience. It needs to be somewhat exciting to do that. The story should be established with strong characters and a detailed setting. The middle should set up the conflict for the protagonists. It shouldnโ€™t be all smooth-sailing for the protagonistโ€”all stories need a conflict to make it interesting. The end is the climax and resolution to the storyโ€”the conflict should be conquered.

This is a basic structure, but most stories in any medium will adopt it as a guideline. Of course, stories that are more complex will play with the structure, but you should use it as a rule of thumb.

Conclusion

So, now you know how to construct your story. But a story with a weak audience is useless. The next post in this series will explain how to ensure your story has an audience.

Are you ready to discuss how we can help you build your brand? If so, contact Zen Agency today! We are a group of brandingย experts.

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Joseph Riviello

Joe Riviello is the CEO of Zen Agency, bringing over 22 years of experience in e-commerce and holistic marketing, with deep expertise in WooCommerce and WordPress. Passionate about technology and user experience, Joe helps businesses scale through tailored digital strategies, working with clients in retail, healthcare, and finance to deliver measurable results. An AI pioneer, Joe has completed MIT online courses in AI/ML and holds a certification in the MindStudio AI platform. He leverages AI to enhance e-commerce, developing tools like AI-powered WooCommerce plugins that analyze store data to boost profitability. Joe also uses Model Context Protocol (MCP) servers to enable real-time data analysis, scaling solutions for businesses of all sizes. His experiment with seotopicalmaps.com highlighted the importance of EEAT in AI content, a lesson he applies to every project. Joe excels in streamlining operations, implementing structured frameworks like Value Engines to optimize SEO deliverables and ensure scalable success. A recognized thought leader, he speaks at conferences on digital marketing, AI, and business scalability, advocating for data-driven strategies. His expertise in WooCommerce and WordPress ensures clients achieve faster load times, higher conversions, and seamless user experiences. Leading Zen Agency with a calm, confident approach, Joe inspires his team to deliver tailored solutionsโ€”whether optimizing a WordPress site or deploying AI agents. Ready to grow smarter and faster? Explore Zen Agencyโ€™s to see how Joe can help your business thrive in the digital age.

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