What do you do if your brand as an entrepreneur lacks a compelling story?

The 'Why' sounds like a big topic. Like you need to save humanity from poverty. Or cleanup the ocean. As a founder of a marketing agency, I know a lot of company's struggle with this. It feels like their 'Why' is superficial. The Why is meant for people to relate to. It does not mean you have to have the aim to change the world. The solution? Don't overestimate the criteria for a good why. You just like to do what your company is offering? Fine! Tell people about how your fondness grew. You just thought you could do it better? Fine! Tell people why you thought/think you could do it better. But, if you have an actual grand Why that is the foundation of your company? Communicate the last drop of goodness out of it!

Start by reflecting on why you started your business in the first place and the problem or need you're passionate about addressing. This introspection can help you unearth the emotional resonance that lies at the heart of your entrepreneurial journey. Craft your brand story around these fundamental insights, emphasizing the 'why' behind your business rather than just the 'what'. Highlight the values, beliefs, and mission that drive your brand, as these elements are what truly resonate with your audience.

if it is about storytelling, not about the story as such of the brand and the associations, it is necessary to know the needs, the desires, the whole substratum emotional of the audience and starting from the moment it appears - the problem to be solved in their life, until the moment when the brand intervenes with the solution, a narrative thread is drawn, which leads the audience through the sense of curiosity, like in a movie to the solution proposed by the brand.

Know your target audience before you start talking. What do you want to know? - Data: How large is your target audience? - Decision making: What are the decision making criteria for your target audience in each phase of the customer journey - Preferences: What channels does the audience prefer? - Learn: Where does the audience go to get an update on your topic? Before you can built a strong emotional connection with your target audience, you need to know who they are. Please, please do interviews/talks with you target audience. Don't assume. Don't think you know. Even if you are the target audience or have been yourself. Maybe even especially so. Assumption is the mother of all....

Embracing authenticity is paramount when crafting a compelling brand story. Your narrative should authentically reflect the genuine essence of your brand. Avoid the temptation to embellish or fabricate details in an effort to make your story appealing.

La congruencia y autenticidad es fundamental. Ahora que estamos en una era digital, en donde la comunicación es omnidireccional, estamos a la vista de todos, de clientes potenciales, actuales, referentes y más. Humanicemos nuestra experiencia de marca, para lograr conectar con la audiencia.

A deeper connection is always based on shared values. You can have very different preferences, but if you have shared values you can create everlasting relationships. Make sure you communication highlights the value's that lay the foundation of your company. This can be love for what you do, it can be the smarter way you found out to do it, or the reason why you as a company exist.

Engaging emotionally is crucial when telling your brand's story. The most impactful narratives are those that evoke genuine emotion, whether it's joy, inspiration, or hope. Utilize storytelling techniques like vivid imagery, relatable characters, and a well-structured narrative arc to create a compelling story that resonates deeply with your audience.