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A brand narrative (or brand story) is usually a creative expression of the brand positioning. The goal of a brand narrative is to bring the tone of voice and brand character to life; also used to inform communication strategy.
The narrative should be less strategic language and more aspirational, conversational, and consumer focused. These are normally written by copywriters, and found in a Brand Guide.
Manifesto does not usually contain claims either. It’s also aspirational and inspiring. Often wrapped in the brand’s purpose.
Yay I’m not alone. Sometimes feels like every day another phrase comes up.
Oh good, I wasn’t the only one.
I’ve heard it mentioned in a few places recently and it just sounds like a more confusing way to say “brand strategy.”
More like a manifesto supplemented by the full brand messaging. Used more in pharma maybe.
As a freelancer I can tell you I've seen "brand narrative" used in multiple ways... I always clarify what they think it means first.
how do you define it!