What are the best ways to develop a brand story that reflects your company's unique personality and purpose?

1 Know your why

Before you start writing your brand story, you need to have a clear vision of your purpose. Why does your company exist? What problem are you solving? What impact are you making? Your purpose should be the core of your brand story, as it defines your values, your mission, and your differentiation. To find your why, ask yourself questions like: What is your passion? What is your motivation? What is your legacy?

3 Know your how

Your brand story is also about how you deliver your value proposition. How do you create your products or services? How do you ensure quality, innovation, and sustainability? How do you interact with your customers, partners, and employees? Your brand story should highlight your unique selling points, your competitive advantages, and your brand personality. To know your how, ask yourself questions like: How do you differentiate yourself from your competitors? How do you express your brand voice and tone? How do you showcase your brand attributes?

4 Know your what

Your brand story is finally about what you offer to your customers. What are your products or services? What are their features, benefits, and outcomes? What are their stories? Your brand story should showcase your value proposition, your customer testimonials, and your brand promise. To know your what, ask yourself questions like: What are the main benefits of your products or services? What are the success stories of your customers? What are the emotional triggers of your products or services?

5 Write your story

Once you have all the information about your why, who, how, and what, you can begin crafting your brand story. Your story should be concise, consistent, and captivating - capturing the essence of your brand identity in a way that resonates with your audience. To write it, start with a hook that grabs attention and sparks curiosity. Then, introduce your purpose and problem statement before explaining how you solve the problem and deliver value. Follow that up with how you connect with customers and make a difference, concluding with a call to action that invites engagement and action.

6 Share your story

Your brand story is an ongoing process that needs to be shared across multiple channels and platforms, and adapted to different formats and contexts. As your company grows and evolves, you should update your story as you receive feedback from customers and stakeholders. To effectively share your story, use various media and formats, such as videos, podcasts, blogs, and social media. Additionally, tailor your story to different audiences and stages of the customer journey. Encourage user-generated content and co-creation of your story, measure its impact and performance, and refine it based on data and feedback.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?