To captivate your audience and effectively convey your brand’s message, storytelling is essential and the plot is the critical component. The five elements of plot bring your brand to life and forge a deeper connection with potential customers. Using the story of Emily as an example, I’ll walk you through each element of a brand’s story plot revolving around one of its customers.
The Plot Is The Most Important Part Of Storytelling.
First, when crafting your brand’s story, you need to take into consideration all the components of storytelling. Specifically, there are eight components of storytelling with the plot of the story being the most important. Although not in any particular order of importance, these storytelling components are all critical to effective storytelling. Also by incorporating these components into a brand’s story, a business can create an engaging and compelling narrative. To list, the eight components of storytelling are:
- the setting
- the plot
- point of view
- the audience.
For a detailed explanation, see Unvarnished Facts’ 8 Storytelling Elements For Creating Your Brand’s Story.
5 Elements Of Plot Within Your Brand’s Narrative.
“The best stories are the ones that make people feel something.”Richard Branson
Within the narrative of a brand’s story, there are five plot elements that should be included. To elaborate, this five-act structure was originally created by Gustav Freytag in the 19th century. It was called Freytag’s Pyramid. To list, these elements are exposition, rising action, climax, falling action, and resolution. Unquestionably each of these elements are key to creating a cohesive, engaging story that customers can connect to. To detail, below is a description of the five elements of the plot using Emily, a customer of an online home goods retailer.
1. Exposition, The Introduction Of The Brand.
First, comes the introduction to the story which is one of the most important elements of any narrative. In particular, it introduces the main character and what they want. Also, it sets the scene and provides the necessary background information for the rest of the story. In the case of a brand narrative, the exposition should introduce the brand’s mission and values. Furthermore it should provide insight into the brand’s history and how it has evolved over time. Below is an example introduction to a brand story for a fictional eCommerce furniture and home goods retailer.
Emily discovers Home Haven, an online furniture store!
“Once upon a time, there was a woman named Emily who had just moved into her first apartment. She was excited to decorate her new space, but she didn’t know where to start. That’s when she discovered Home Haven, the premier online destination for furniture and home goods.”
2. Rising Action, How The Brand Has Faced Challenges.
The next element of the plot is the rising action of a narrative. In particular, this is where the protagonist faces obstacles and struggles to achieve their goal. In the case of a sales narrative, the protagonist could be the brand or a customer of the brand.
For example, the rising action should focus on the challenges faced by the brand as it strives to reach its goals. Specifically, this is the part of the story where the brand highlights its successes and failures. Furthermore, it should detail how your brand overcomes the obstacles it faces. Besides focusing on the brand itself, the story can focus on the customer whose needs can be fulfilled by the brand. For example, below continues the story of Emily and Home Haven.
Emily Is thrilled with the possibilities of Home Haven.
“Emily browsed through Home Haven’s extensive selection of products and was thrilled to find everything she needed to create her dream home. From stylish sofas to cozy rugs, Home Haven had it all – and at prices that fit her budget.”
3. Climax Of The Story: The Brand’s Successes That Sets It Apart From Its Competitors.
Consequently, the narrative results in a climax. In particular, this is the point at which the protagonist’s struggles reach a peak, Further it is the set up for the resolution. In the case of a brand narrative, the climax should be the moment when the brand’s story reaches its peak. Most importantly, the audience is left with a lasting impression of the brand’s successes in reaching its goals and mission. As an example of the climax of a brand’s story using a customer, below continues the story of Emily and Home Haven.
Home Haven resolves Emily’s issue quickly.
“But what really set Home Haven apart was their exceptional customer service. When Emily received a damaged item, she reached out to their team for help. They responded quickly and went above and beyond to make things right, leaving Emily impressed and satisfied.”
4. Falling Action, How The Brand Keeps Improving Its Products and Services.
Following the climax of the plot, comes the falling action of a narrative. To detail, this is the part of the story where the protagonist’s struggles begin to resolve and the story reaches its conclusion. In the case of a brand narrative, the falling action should present the outcome of the brand’s struggles and how it has achieved its goals. Also, this is a good time to showcase your brand’s successes and how it has improved its products and services over time. As an example of Falling Action for a brand’s customer story, here is Emily and Home Haven again.
Emily is now a loyal customer and she is not alone!
“Since then, Emily has become a loyal customer, furnishing her entire apartment with Home Haven’s high-quality products. And she’s not alone – more and more people are discovering the convenience and quality of Home Haven’s eCommerce platform, making it one of the fastest-growing companies in the industry.”
5. Resolution Ending The Story, Highlight The Positive Experience The Brand Brings To Its Customers Today and Tomorrow.
Lastly, the resolution is the final part of the plot and sets the stage for the brand’s future. In the case of a brand narrative, the resolution should provide a glimpse into the future of the brand and the goals it has set for itself. Lastly, it should provide a sense of closure and satisfaction to the audience, leaving them with a feeling of accomplishment and optimism. As an example of Resolution, here is the resolution ending for Emily and her experiences with Home Haven.
A recap of the value Home Haven brand and a call to action.
“So why choose Home Haven? With our focus on stylish design, affordable prices, and exceptional customer service, we’re committed to making it easy for you to create your dream home. Try us out today and see why so many people are choosing Home Haven as their go-to destination for furniture and home goods!”
For more information from Unvarnished Facts, see articles on creativity and innovation
Writer and Supply Chain Tech Expert. Passionate about giving actionable insights on information technology, business, innovation, creativity, and life in general.