Biographies: Crafting a Story Beyond Self-Promotion

When we think about a brand, we often picture its logo, colors, or slogan. But, just like a person, a brand has a story—a history, a purpose, and a personality shaped by more than just what is says about itself—a story beyond self-promotion. A powerful brand doesn't live as an autobiography, defined solely by its own words and intentions. Instead, it thrives as a biography, shaped by the voices of customers, employees, and the surrounding culture.

Great brands tell stories from multiple perspectives, allowing others to share in shaping and narrating the brand's journey. Embracing the concept that brands are biographies, rather than autobiographies, can lead to a more authentic and impactful brand.

Built on Relationships, Not Just Self-Image

When a brand tells its story as an autobiography, it risks becoming isolated—a monologue that highlights only what it wants people to know. Brands that see themselves as biographies, however, open up to the voices and experiences of others. This approach makes a brand feel less like a corporation and more like a living entity that values relationships.

Customers are often the best storytellers for your brand. By featuring their testimonials, experiences, and even criticisms, a brand allows itself to be seen through a lens that's both personal and genuine. Research from Sprout Social shows that 86% of consumers say brand authenticity is important in their decision to support a brand. Transparency, even when it reveals flaws, resonates with audiences.

Employees also add depth to the brand story. Empowered to share their perspectives, they bring the brand's culture, passion, and purpose to life. Gallup data reveals that employees who feel their voices are heard are 4.6 times more likely to feel empowered to perform their best, creating a positive feedback loop that strengthens the brand's internal and external image.

A Narrative Beyond Marketing

An autobiography often serves a singular purpose: to present the writer's life as they want it to be seen. In contrast, a biography is richer, informed by various viewpoints and context. Think: The Autobiography of Benjamin Franklin by Benjamin Franklin vs Benjamin Franklin: An American Life by Walter Isaacson. Brands willing to be seen through the eyes of others—clients, partners, even competitors—gain depth and resonance.

Build a brand through experience, not just promotion. Instead of solely telling customers what the brand stands for, let them experience it firsthand. Create opportunities for interaction—events, activations, community initiatives—where customers engage directly with the brand's purpose and values.

Encouraging user-generated content adds another layer of narrative. According to Stackla, 79% of people say user-generated content highly impacts their purchasing decisions, often more than traditional ads. Their stories, photos, and videos reveal facets of the brand that even the best campaigns may miss.

Critique and Growth: Evolving Narratives

Autobiographies are often polished, crafted to present the "best" version of the author. Biographies, on the other hand, include challenges, triumphs, and setbacks, creating a richer, truer story. Brands that embrace their imperfections and grow from critiques resonate more with audiences.

Customer and employee feedback—especially critical feedback—can help brands evolve. Publicly addressing feedback and adapting based on it is a powerful way for a brand to show authenticity and commitment to improvement. Research from ReviewTrackers shows that 94% of consumers avoid businesses with poor reviews, yet brands that actively engage with feedback build trust and loyalty.

Showcase your brand evolution. Every brand undergoes change, whether it's updating values, pivoting strategies, or adapting products. By sharing this evolution openly, brands can invite their audience to be part of the journey, illustrating that growth is central to the brands's story.

Cultural Relevance: A Broader Story

No biography exists in a vacuum; it's influenced by history, culture, and societal shifts. Brands that understand themselves as part of a larger narrative—such as cultural movements, industry shifts, or social causes—create a deeper, more relevant connection.

Aligning with meaningful causes or movements can make a brand more impactful. Patagonia's environmental activism positions it as part of a larger environmental narrative, making it more than just a retail brand. According to Cone Communications, 87% of consumers said they would purchase a product based on a company's support of a cause they care about, highlighting the value of cultural alignment.

Brands must remain sensitive to changing norms and values. As cultures evolve, brands that adjust their messaging to reflect these shifts show empathy and respect for the audience's cultural landscape.

The Power of Multiple Perspectives

The strongest biographies incorporate multiple perspectives, showing the subject through various lenses. Similarly, brands come to life through the voices of everyone who interacts with them.

Build spaces—whether online forums, events, or social media groups—where customers and employees can share their insights and stories. This creates a brand that feels collaborative and inclusive, enriched by the voices of many. Partnerships bring organizations and companies together under one narrative. By highlighting partner stories and contributions, brands can showcase how they are part of a larger ecosystem, connected and collaborative.

A Biography to Remember

In a world where transparency and authenticity are increasingly value, and harder to attain, brands need more than a polished "autobiography." They need a biography—a story that goes beyond self-description to include real experiences, human voices, and cultural connections. Brands that embrace this narrative complexity become more than companies; they become characters in the broader stories of their customers, employees, and communities.

Powerful brands are built through collaboration and a willingness to invite others into the story. As we create brands, we strive to move beyond self-promotion, building identities that are alive, multifaceted, and evolving. Because, in the end, a brand isn't just what it says about itself—it's what others say about it, a story told from the outside in.

References

Sprout Social. "Brands Get Real: What Consumers Want." Sprout Social, 2019.

Gallup. "State of the American Workplace." Gallup, 2017.

Stackla. "Consumer Content Report: Influence in the Digital Age." Stackla, 2019.

ReviewTrackers. 'Online Reviews Statistics and Trends: A 2021 Report." ReviewTrackers, 2021.

Cone Communications. "Cone Communications CSR Study." Cone Communications, 2017.

Image: "Benjamin Franklin Portrait" by Steven Green Photography is marked with Public Domain Mark 1.0. To view the terms, visit https://creativecommons.org/publicdomain/mark/1.0/?ref=openverse.