Beyond products and services: why your brand narrative is your strongest asset and how to build it

“Those who tell the stories rule society.” – Plato

In today’s saturated marketplace, product and service quality alone is rarely enough. Customers are constantly overwhelmed by a flood of near-identical offerings, yet certain brands consistently rise above the noise.

Consider industry leaders like DBS in commercial banking, Grab in ride-hailing technology, Atome in buy now, pay later (BNPL) services, and IBM in information technology. These brands hold dominant positions in their markets, despite providing offerings that are arguably not vastly different from those of their competitors. What exactly sets them apart and enables them to stay ahead?

The answer lies in the power of story. These brands have crafted narratives that go beyond functional value. Using relatable stories, they’ve created an emotional bond between company and audience, reinforce brand presence, and keep the brand at the top of customers’ minds in buying or service adoption decisions.

In marketing terms, the crafting of a strong brand narrative is called brand storytelling.

What is brand storytelling?

Brand storytelling is a strategic tool that uses narrative to communicate a company’s identity, values, and mission to customers.

In an environment where differentiation is hard-won, a well-crafted brand story is no longer a nice-to-have. It’s a strategic imperative.

A strong brand narrative plays two critical roles.

First, it captures attention in a crowded market. By telling a story that aligns with your target audience’s values and identity, they’re far more likely to notice and remember it amidst competing messages.

Second, it fosters emotional connection that turns casual interest into sustained loyalty. Having a narrative that resonates with the ideals of your potential and existing customers fosters a sense of shared purpose. This makes them more likely to stay engaged and advocate for your brand, amplifying your reach and strengthening your market position in the long term.

Leading consumer brands have long mastered this.

DBS: leading the banking industry through customer-first narratives

DBS Bank, headquartered in Singapore, offers a full spectrum of financial services across the region. Anchored in its brand narrative “Live more, Bank less”, DBS believes banking should enable better living rather than become a chore.

This narrative was brought to life through SPARKS, an original cinematic mini-series launched in 2016. Inspired by real-life customer experiences and the bank’s social impact initiatives, the series portrayed DBS employees going beyond transactions to help individuals and businesses thrive in their work and personal lives.

SPARKS proved to be a significant success. The series amassed over 736 million views and won a number of global marketing accolades. It also generated a 159% uplift in brand interest, with over 15% of new business loans and 17% of wealth product inquiries originating from audiences who engaged with SPARKS.

By leveraging storytelling, DBS effectively positioned itself as a purpose-driven bank focused on improving its customers’ quality of life. These results highlight how a compelling narrative can strengthen brand trust and loyalty while delivering meaningful business impact.

Is brand storytelling only for B2C?

Must storytelling be confined to consumer goods and services? Surely B2B brands could also use this proven communication tool to get an edge?

In fact, storytelling is a strategic tool B2B companies can no longer afford to overlook. In sectors like finance, professional services, and fintech, where differentiation is notoriously difficult, a clear and compelling narrative will be a powerful competitive advantage. Institutional investors, just like commercial shoppers, are navigating a crowded marketplace. A well-crafted story helps cut through the noise, positioning your product or service in a way that’s memorable and stands out.

IBM: turning thought into competitive advantage

IBM is a prime example of a B2B business that has successfully used brand narrative and storytelling to sharpen its positioning as an industry leader and drive significant commercial returns.

IBM, a global leader in enterprise technology and consulting, has built its brand narrative around the tagline “THINK”, reflecting its core belief that knowledge stems from thought, and thought drives success in any business. This philosophy shaped its highly successful, award-winning marketing campaign, Smarter Planet.

Designed to position IBM as a thought leader in tech and well-equipped to guide society through complexity, the Smarter Planet campaign showcased how IBM used and could use its intelligent systems to make cities, industries, and infrastructure work better.

Through a mix of print, digital advertising and high-profile industry events, the campaign probed enterprises to start thinking of more creative, cutting-edge solutions to its current problems, as well as effectively communicated the role of IBM’s technology in helping to solve those complex problems.

This campaign not only elevated brand perception, but also reinforced IBM’s value to its enterprise and government audiences. According to IBM’s marketing team, the campaign increased its revenue by 37% and delivered a tenfold return on media investment.

3 tips for effective brand storytelling

A compelling brand story doesn’t emerge by accident. It’s carefully shaped to connect and differentiate. To begin shaping a story that aligns with your brand’s purpose, consider the following three pointers.

#1. Define your audience’s needs
Before writing a single word, think about who your story is for. Make sure you understand your audience’s pain points. Consider these questions:

  • What does your audience care about?
  • What challenges are they facing?
  • How does your brand address those needs?

This first step is often overlooked, but it’s critical. Without a clear understanding of your audience, your story risks being irrelevant or misaligned. Whether you’re addressing customers, investors or corporate partners, your message must feel tailored, not generic. Focus on the questions they’re already asking, and position your brand as the answer.

#2. Clearly articulate what differentiates your business

To stand out in crowded markets, your story needs to highlight what makes your brand different and why that difference matters.

Rather than relying on buzzwords or broad claims, be specific. Consider these pointers:

  • What are your core strengths or unique selling points?
  • How does your business improve upon existing offerings in your industry?
  • What are your competitors saying? What are they not saying and how can you leverage that in your messaging?

#3. Make your story easy to remember

The most effective brand stories don’t just persuade, they stick. They leave your audience with a clear idea of who you are, what you stand for, and why it matters.

To achieve this, distill your competitive edge into a simple, concise message. Be selective with key ideas and resist the urge to include everything you’re proud of. Make sure the layman can retell your story with ease.

A memorable brand story gives your audience something to carry forward – to internal teams, external stakeholders, or decision-makers who weren’t in the room. When your story is easy to remember, it’s more likely to be shared and more likely to shape perception long after the first impression.

Is YOUR brand story beautifully memorable?

With over 20 years of experience in branding and integrated marketing strategy, our team at Legato has been helping B2B businesses in the financial, professional services and tech sectors craft uniquely memorable stories that resonate and differentiate.

Drop us a note at hello@legato-asia.com, and let’s explore how we can take your brand story to the next level.

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