How to Write Your Brand Story: Using Freytag’s Pyramid to Captivate Your Audience
Last week, we talked about why storytelling is so powerful—it creates emotional connections, builds trust, and helps your message stick. This week, we’re diving deeper into how to craft your brand or business story, and there’s no better tool for this than Freytag’s Pyramid.
Freytag’s Pyramid is a framework often used in literature and film to create compelling narratives, but it’s also incredibly effective for building your brand story. When applied to your business, it allows you to present your brand as the ultimate solution to your customer’s problem in a way that’s engaging and memorable.
What Is Freytag’s Pyramid?
Freytag’s Pyramid breaks a story into five key stages:
Exposition – Introduce the characters and setting.
Inciting Incident – Highlight the event that triggers the problem or need for a solution.
Rising Action – Build tension with challenges or obstacles.
Climax – Present the turning point or solution.
Falling Action – Show how the solution is implemented and its effects.
Resolution – End with a satisfying conclusion that highlights transformation.
Now, let’s see how to apply these elements to your brand story.
Crafting Your Brand Story with Freytag’s Pyramid
1. Exposition: Set the Scene
Start by introducing the main character of your story—your customer. Highlight their everyday problem or need. Make it relatable so your audience sees themselves in the story.
Example: Meet Sarah, a busy entrepreneur who constantly feels overwhelmed by her to-do list. She’s tired of missing deadlines and struggling to keep up with her growing business demands.
2. Inciting Incident: Highlight the Problem
This is the moment when your customer realizes they need a solution. Highlight the frustration or pain point they’re experiencing and why it’s holding them back.
Example: One day, Sarah forgets an important client meeting because her current app failed to sync with her calendar. She’s embarrassed and frustrated, realizing she needs a better system to manage her time.
3. Rising Action: Build the Struggle
Describe the customer’s attempts to solve their problem. Show the challenges they face and why existing options don’t work. This builds tension and makes the eventual solution even more impactful.
Example: Sarah tries several apps, but none of them solve her problems. One app lacks task prioritization, another doesn’t sync with her calendar, and she’s still missing important deadlines. She’s starting to feel defeated.
4. Climax: Introduce Your Brand’s Solution
Here’s where your product or service shines. Present it as the turning point in the story—the ultimate solution to the customer’s problem.
Example: Sarah discovers [Your Brand’s Productivity App], which offers seamless calendar integration, advanced task prioritization, and user-friendly time tracking. It’s exactly what she’s been looking for.
5. Falling Action: Show the Transformation
Demonstrate how the customer uses your product or service to overcome their challenges. Highlight the benefits and the positive changes they experience.
Example: With the new app, Sarah organizes her workload, prioritizes tasks efficiently, and even finds time to take a break. She feels more in control and less stressed.
6. Resolution: End with Success
Conclude your story by showing how your product has not only solved the customer’s problem but also improved their life. Reinforce your brand’s value and loyalty.
Example: Sarah now meets all her deadlines and has time to focus on growing her business. She’s so impressed that she recommends the app to her colleagues, calling it a game-changer for busy entrepreneurs.
Why This Framework Works
Freytag’s Pyramid helps you tell a story that isn’t about your brand—it’s about your customer. By positioning them as the hero and your brand as the guide, you create an emotional connection that goes beyond just selling a product or service.
Stories structured this way:
Engage your audience’s emotions, making your message more impactful.
Clarify your value proposition by showing how you solve real problems.
Build trust and loyalty by presenting your brand as the go-to solution.
Your Turn: Create Your Brand Story
Take some time to craft your own brand story using Freytag’s Pyramid. Think about:
Who is your customer? What challenges do they face?
How does your product or service solve their problem?
What transformation do they experience after using your solution?
Remember, storytelling isn’t just about marketing—it’s about connection. When your audience sees themselves in your story, they’re far more likely to trust your brand and take action.
Need help crafting your story? Reply to this email or leave a comment—I’d love to hear how you’re bringing your brand to life.
Here’s to telling stories that connect and inspire!
