Pixar didn’t just redefine animated movies, they created a masterclass in how to tell stories that people remember, feel, and share. And while their 22 rules of storytelling were built for screenwriters, there’s a secret most brand builders overlook.
These rules work just as well for branding.
Why? Because branding is storytelling. Your logo might get attention, but your story earns trust. It’s what creates meaning in the minds of your customers.
So, what if we applied Pixar’s rules to branding? Here’s how each one translates into the world of business, brand identity, and connection.
1. You admire a character for trying more than for their successes.
Brand Translation: Share the process, not just the wins. Brands that show the messy, human effort behind the scenes build loyalty faster than those that only highlight perfection.
2. What’s interesting to the audience, not just fun for you.
Brand Translation: Don’t talk about features. Talk about what matters to your customers. Tell stories that solve problems or make them feel something.
3. Theme is discovered at the end. Rewrite once you find it.
Brand Translation: Your brand might start one way, but over time, a deeper message emerges. Refine your positioning to align with that clarity.
4. Once upon a time…
Brand Translation: Use this classic story arc to describe your brand origin:
- Once upon a time, your customer had a problem.
- Every day, they struggled.
- One day, your brand showed up.
- Because of that, things changed.
- Until finally, a better outcome was possible.
5. Simplify. Focus. Combine.
Brand Translation: Your message should be clear and repeatable. Strip out jargon, focus on what’s essential, and don’t overwhelm your audience with too many narratives at once.
6. Challenge your character.
Brand Translation: Let people see your brand solving hard problems. If it only exists in easy moments, it won’t feel reliable when stakes are high.
7. Know your ending before your middle.
Brand Translation: Know what transformation your brand promises. Start with the customer outcome and reverse engineer the story.
8. Finish your story, even if it’s not perfect.
Brand Translation: Launch the campaign. Send the email. You’ll learn more from doing than waiting for perfect.
9. List what wouldn’t happen next.
Brand Translation: When brainstorming, eliminate the obvious. Look for creative angles by exploring the unexpected.
10. Deconstruct what you love.
Brand Translation: Study great brands. Break down what makes them effective — then reassemble the pieces in your own way.
11. Write it down. Then fix it.
Brand Translation: Draft your brand story in a raw, unfiltered way. Don’t wait for the perfect words. You’ll refine it into something powerful later.
12. Push past the obvious.
Brand Translation: Your first campaign idea might be safe. Your fifth might be magic. Keep digging.
13. Give your characters opinions.
Brand Translation: Brands need personality. Don’t be neutral. Stand for something, and don’t be afraid to polarize a little.
14. Why must this story be told?
Brand Translation: Why does your brand exist beyond profit? Anchor your story in purpose, that’s what people follow.
15. Put yourself in your character’s shoes.
Brand Translation: Empathy is your superpower. Craft experiences based on how your customer feels.
16. What’s at stake?
Brand Translation: Show the cost of not using your product. Help people feel the urgency or importance of what you offer.
17. No work is wasted.
Brand Translation: Old campaign that didn’t work? A product that never launched? Reuse the insight. Nothing is wasted in branding.
18. Know when to stop fussing.
Brand Translation: Perfection is a trap. Get the story out there and let the market shape the next draft.
19. Coincidences that cause problems are good. Ones that solve them aren’t.
Brand Translation: Let customers see how your product solves real problems. Don’t rely on luck. Use logic, design, and consistency.
20. Rewrite bad stories into better ones.
Brand Translation: See a bad competitor campaign? Ask, how would I tell this differently? Let bad branding fuel your best ideas.
21. Make it relatable, not just “cool.”
Brand Translation: Don’t chase trends. Speak to real human experiences. That’s what builds connection.
22. Know your story’s essence.
Brand Translation: What’s the heartbeat of your brand? What’s the one thing people should remember? Build everything around that.
Final Thoughts: Why Storytelling Is Your Brand’s Superpower
The biggest mistake most brands make is believing that people care about the product.
They don’t, at least not at first.
They care about what the product means to them.
That’s where story comes in.
Pixar didn’t build billion-dollar franchises by just animating cute characters. They created emotional experiences that mirrored real human desires, to belong, to grow, to be loved, to be seen.
Your brand has the same opportunity.
When you stop marketing at people and start inviting them into a story, a story where they’re the hero and your brand is the trusted guide, everything changes. Sales become trust. Products become symbols. And customers become loyal advocates because they’re not just buying, they’re believing.
That’s why these 22 rules matter. They give you a framework to go beyond transactional messaging and create transformational branding.
So whether you’re just starting out or reinventing what your brand stands for, take a page out of Pixar’s playbook. Think like a storyteller.
Make people feel something.
Make them root for you.
Make them remember.
Because brands that tell unforgettable stories don’t need to shout to be heard.
They become part of the culture.
