How storytelling sets your plant-based brand apart
By Simon Middleton, Senior Writer, ProVeg International
In a plant-based market overflowing with options, it’s not just the products that catch shoppers’ attention – it’s the story behind them. A compelling brand narrative – a story in other words – can be the difference between blending in and truly standing out.
A strong narrative allows consumers to connect with your brand on a deeper level, giving them a reason to care beyond the product itself. The story behind your brand – the ‘why’ that captures the essence of your mission and values – creates an emotional bond with consumers and helps you stand out.
In this article, we’ll explore how to build a compelling narrative and draw on successful examples from other industries.
The need for storytelling
People are hardwired for storytelling. From ancient myths and religious texts to legal systems and modern brands, storytelling is how we make sense of the world.
As branding expert Seth Godin has neatly put it, “People don’t buy goods and services. They buy relations, stories, and magic.”1 Stories help us find meaning in a chaotic world, providing the framework through which we understand difficult concepts – from identity to purpose.
This deep-rooted need for stories is why brand narratives work. A brand story gives consumers a way to connect with your mission on a personal level.
For plant-based brands, the story might center around sustainability, ethical sourcing, personal health, or something else entirely like the people behind the brand, or its geographical location.
A brand story can be about anything, so long as it is authentic and compelling! Whatever the angle, it should give consumers a sense of participation in something meaningful and larger than themselves.
Why a strong brand narrative matters
A strong narrative differentiates your brand
In his book How Brands Grow,2 brand analyst Byron Sharp talks about the concept of mental availability – the likelihood that a consumer will notice, recognize, or think of a particular brand while they are shopping for any given product. Sharp says this mental availability is key to brand growth, and narratives can be a powerful way to build that.
A compelling narrative gives your plant-based brand a unique voice and reason for being, setting it apart from the competition. It moves the conversation beyond features and benefits, toward a more fundamental reason for choosing it over something else.
Stories connect on an emotional level
The best brand narratives tap into shared values or experiences, forging emotional bonds. As I discuss in Build A Brand In 30 Days, these emotional connections are the bedrock of long-term brand loyalty.
A well-crafted story doesn’t just inform – it evokes feeling, making the brand something consumers can relate to, be excited by, and ultimately care about.
A clear narrative guides all brand communications
Once your brand story is defined, it becomes a guiding star for everything you do – from product development to customer interactions.
Branding expert Mark Ritson highlights that a strong narrative provides direction and ensures consistency across everything a brand does and every consumer touchpoint, and that brands who forget or ignore their own story often lose their way in the marketplace.3
For plant-based brands, this means that your story should be evident in your packaging, website, social media, and even customer service.
Crafting your brand narrative
Find your purpose
Every great narrative begins with a purpose. Why does your brand exist? Why did you create it? How did you build it? What problem are you solving, and for whom? This sense of purpose is the foundation of your story.
A great example from an entirely different sector, and one of my favorite brand stories, is that of Hiut Denim, whose narrative centers on reviving a traditional industry in a small town in Wales. The founder of Hiut set out with the intention of giving 500 people their jobs back. Hiut’s story is about craftsmanship, perseverance, and doing one thing incredibly well.
Similarly, your plant-based brand’s purpose might be to reduce environmental impact or improve public health, and that mission can serve as the core of your story.
Make consumers the heroes
In Building a StoryBrand, Donald Miller suggests that the brand isn’t the hero of the story – the customer is.4
Your plant-based brand should position its consumers as the protagonists who are empowered to make better choices for themselves and the planet by choosing your product. This perspective makes the narrative personal and relatable, drawing consumers into the story.
Stay authentic and transparent
In an age of hyper-awareness, consumers can spot inauthenticity a mile away. Your brand narrative must align with your actions. Marty Neumeier stresses the importance of authenticity in The Brand Gap5 – if your brand promises sustainability, your supply chain and operations need to reflect that.
Plant-based dairy brand, Minor Figures, for example, pairs its playful tone with a genuine commitment to sustainability, offering carbon-neutral oat milk products. Their narrative is both quirky and meaningful, giving consumers something to engage with while reinforcing trust through transparency.
Practical action points for brand leaders
At ProVeg, we make the following recommendations for brands looking to craft a compelling narrative and optimize sales:
- Find your core purpose
- Identify the deeper ‘why’ behind your brand. What are you contributing to the world beyond selling a product?
- Be transparent
- Make sure your narrative is aligned with your actions. Authenticity builds trust, and your story should be consistent with your practices.
- Make your customers the protagonists
- Frame your narrative in a way that makes your consumers the heroes. Show them how your product enables them to live better, healthier, or more ethical lives.
- Use your narrative consistently
- Ensure your brand story is consistent across all platforms – from the text on your packaging to social media. Repetition and alignment are key to embedding the story in consumers’ minds.
Case studies: real-world examples
Leica: the pinnacle of desirability
Leica’s narrative goes far beyond just “capturing meaningful moments.” What truly sets Leica apart is its unwavering commitment to German precision, design, and gradual improvement over decades.
Leica cameras are considered the pinnacle of quality and exclusivity in photography – an aspirational product that all photographers desire, but few will ever own. This sense of rarity and heritage elevates the brand’s status, making the narrative around owning a Leica as much about joining a select group as it is about the camera itself.
Minor Figures: playful with purpose
Minor Figures, a plant-based oat milk brand, has created a narrative that is both playful and purpose-driven. Their quirky, irreverent tone is matched by a genuine commitment to sustainability, with a focus on carbon neutrality and eco-friendly practices.
This balance of humor and responsibility has helped Minor Figures carve out a unique space in the plant-based market, where their fun brand personality supports a deeper message of environmental stewardship.
Tenzing: a natural energy story
Tenzing, a plant-based energy drink brand, has built its narrative around natural energy. Inspired by the Sherpa Tenzing Norgay, the brand combines adventure, nature, and sustainability in its storytelling.
The narrative not only taps into health-conscious consumer values but also aligns with the brand’s environmental initiatives, making the product more than just an energy drink – it’s part of a larger story about sustainable living.
Shackleton: a legacy of adventure
Shackleton, a British luxury clothing brand, is inspired by Antarctic explorer Sir Ernest Shackleton. Their narrative centers on themes of exploration, resilience, and leadership, reflecting Shackleton’s legendary expeditions.
By evoking the spirit of adventure and endurance, Shackleton offers more than premium outerwear – it makes the promise of embracing challenges and pushing limits. This story deeply resonates with modern adventurers, elevating the brand substantially beyond its high-performance products.
More than a marketing tool
A compelling brand narrative isn’t just a marketing tool – it’s the backbone of your brand’s identity. It helps differentiate your plant-based products in a crowded market and connects consumers to your mission in a meaningful way.
For more guidance on building a strong brand narrative, get in touch with our ProVeg experts at [email protected], and subscribe to our newsletter. Stay tuned for my next article, where we’ll discuss how to leverage your ‘brand equity’.
References
- Godin, S. (Portfolio, 2005): All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World.
- Sharp, B. (Oxford University Press, 2010): How Brands Grow: What Marketers Don’t Know.
- Ritson, M. (Branding Strategy Insider, 2015): 7 Rules of Brand Management. Available at: https://brandingstrategyinsider.com/rules-brand-management/?utm_source=chatgpt.com
- Miller, D. (Harper Collins, 2017): Building a StoryBrand: Clarify Your Message So Customers Will Listen.
- Neumaier, M. (New Riders, 2003): The Brand Gap: How to Bridge the Distance Between Business Strategy and Design.
