You’re starting a small business. How can you create a brand story that stands out?

To create a standout brand story for a small business, one must deeply understand the target audience's values and needs. Craft a narrative that aligns with these insights, highlighting what makes the brand unique. Inject authenticity into your story, reflecting the passion and purpose behind your business. Consistency across all communication channels is crucial for a cohesive brand narrative. Keep it concise, engaging, and relatable to leave a lasting impression that sets your small business apart.

Don't overthink this. It's the reason you got into business, the reason you're excited to tell your friends where you work, the reason you get up in the morning. Just tell the story of your "why" and your authentically interested audience will respond.

A brand story is a cohesive narrative that encompasses the facts and feelings created by your brand. Unlike traditional advertising, which is about showing and telling about your products or services, a brand story must inspire an emotional reaction. It's not just the history of your company, but it's a tale that includes your motivations, values, and the people you serve. It's how your business makes a difference in the world and the unique journey that got you to where you are today. This narrative becomes the foundation of your brand and a strategy for future growth.

A brand story begins with the origin, providing context to your business's inception. Outline the inspiration, challenges, and pivotal moments that led to its creation. This narrative sets the foundation for your brand's identity, allowing customers to connect emotionally with its roots.

Having a strong brand story, provenance and the reason why you start your business in the first place is what creates emotional attachment to between the customers and your brand. Creating emotional connections are the most powerful tools to connect to your customers and have an ongoing conversation. Make it personal. Us entrepreneurs are in constant conflict with the outside world. Positive driving force which fuels them to start their businesses in the first place and find solutions for the problems. When telling your story, use this driving force and make it personal. Infuse it with the passion, energy and your own unique tone of voice. I strongly believe that brands who master the storytelling are the most successful ones.

Anyone can create a product or service, but your brand story is unique to you. An authentic, well-communicated brand story will allow you to attract and retain your best customers and employees.

A brand story goes beyond a mere transactional relationship; it fosters emotional connections with your audience. In an era where consumers seek meaning and resonance, a compelling brand story provides a narrative that people can connect with on a personal level. By appealing to emotions, your brand becomes more than just a product or service; it becomes a part of your customers' stories.

Telling your story is a key component of brand, regardless of whether it's company brands or people-brands. Human beings are hardwired for stories - they teach us important messages in our formative years and deepen our understanding, trust and connections as we move into adult life. Good stories make people FEEL and it's universal. If you stretch the truth and fabricate false stories, people will feel something but it won't do your brand reputation any good! A brand story is an invitation to see something from a different perspective and for people to be part of something. If your brand story makes people FEEL something, your audience and people in your networks will want to have you, your products or services in their lives.

In a crowded marketplace, a brand story helps you stand out by forging a deeper connection with your audience. It goes beyond facts and features to tap into emotions, making your company relatable and memorable. People connect with stories more than just data; a well-crafted story can inspire, motivate, and build trust.

Humans have been telling stories since the dawn of civilization, and many of these stories have survived for thousands of years. People remember information that is encased in memorable stories. And research suggests that stories can be 200% more persuasive at getting people to take action than facts alone. People do business with others they know, like and trust, and telling your brand's story authentically and transparently is one of the best ways to become more known, liked and trusted.

Start by understanding the journey your audience goes through – their challenges, aspirations, and the pivotal moments that matter to them. Map out touchpoints where your brand story can resonate. Tailor your narrative to address specific pain points or desires at each stage, ensuring a seamless and engaging storytelling experience throughout the customer journey.

When creating your brand story, put yourself in the shoes of your potential customer. Who are the characters in their story? What are their goals? Their fears? Their frustrations? Also, take into account your brand's history. What problem was your organization founded to solve? And why? Finally, ask yourself: What can you promise—and deliver upon—that no other organization can? Often, that question is the secret ingredient to an impactful brand story.

One of the best models for creating a brand story is the "StoryBrand" framework by Donald Miller. The framework places the customer (not the brand) as the hero of the story, and places the brand as the guide that helps the hero of the story (i.e. the customer) to reach their goals. That's the short version of the framework. If you want the full version of the framework, I recommend that you read the book "Building a StoryBrand: Clarify Your Message So Customers Will Listen" by Donald Miller.

Here are some examples: 1. The Origin Story: Share your humble beginnings, struggles, and defining moments. (Think: "from garage to empire") 2. The Passion Project: Showcase your dedication, belief in the product, and unique approach. (Think: "driven by a dream, not just profit") 3. The Community Champion: Highlight your commitment to local causes, values, and community. (Think: "more than just business, we're family") 4. The Problem Solver: Focus on the specific pain point your product/service addresses and transformation it offers. (Think: "we understand your struggles, here's how we help") 5. The Underdog Tale: Embrace your smaller size, agility, and personalized touch as your competitive advantage. (Think: "small but mighty")

Start with your business roots, the 'why' behind what you do. Highlight challenges, successes, and values. Craft a story that resonates with your target audience, focusing on authenticity and the unique aspects that make your business special.

Utilize various channels like your website, social media, and packaging. Incorporate your story into marketing materials, creating a consistent narrative. Encourage employees to share the story, making it a part of your company culture.

There are limitless ways to share your brand story (which usually includes the brand's "origin story" and its "ongoing adventures"). These include everything from content marketing to paid advertising and everything in between. Whatever channels you use to tell your brand story make sure that you tell and retell your compelling brand story to your employees first, before telling it to external stakeholders. As author Stan Slap says: "You can't sell it outside if you can't sell it inside".

Got your brand story? Great! Now splash it everywhere. Make it the star on your website, your social media, and your emails. Think of it as your brand’s theme song. Create videos, podcasts, and even events where your story takes center stage. It's not just about telling your tale; it's about making it an experience that sticks. ??

2 more examples here! 1) Airbnb: Airbnb's brand story revolves around the concept of belonging anywhere. They transformed the travel industry by focusing on personal experiences and connections, promoting the idea of living in someone's home rather than staying in a hotel. Their narrative is about creating a world where you can feel at home, anywhere. 2) Warby Parker: This eyewear company disrupted the traditional eyeglass market by offering affordable, stylish glasses online with a direct-to-consumer model. Their brand story highlights a commitment to social responsibility, with a "Buy a Pair, Give a Pair" program, ensuring that for every pair of glasses sold, a pair is donated to someone in need. Hope you like them!

Here are a few examples of companies that do a great job of storytelling. - Patagonia tells brand stories that encourage environmental activism - Airbnb shares success stories from hosts around the world so that other potential hosts can be inspired and learn from their experiences. - Volvo reinforces its brand positioning by sharing customer stories of how its safety innovations have saved lives - Ritz Carlton tells stories about exceptional customer service of employees going the extra mile for its guests - Zappos tells “wow” stories” of remarkable service

Look at successful brands. For instance, the story of how a family recipe inspired your product or how your business was founded out of a passion. These stories create emotional connections and add depth to your brand.

Keep It Simple and Clear. Your brand story should be easy to understand and remember. Avoid jargon and complex narratives.

1. Unique Value Proposition (UVP). Clearly define what makes your startup unique, emphasizing distinctive features or benefits. 2. Foster customer engagement through testimonials and participation, showcasing real stories that validate your brand's impact.

Regularly revisit and update your brand story. As your business evolves, so should your narrative. Also, listen to customer feedback; it can provide valuable insights into what aspects of your story resonate the most and where adjustments may be needed.

The Importance of Getting Your Brand Right Your brand is the heartbeat of your business, and getting it right from the start is non-negotiable. It's not just about a cool logo or a catchy tagline; it’s about striking a chord with your audience. A misstep here, and you risk your business stumbling before it even starts running. ??♂? Pour your heart, soul, and yes, resources into crafting a brand that resonates. If you’re feeling stuck, ask for help. Don’t shy away from investing in pro branding expertise. It’s worth every penny if it means your brand lands with impact and authenticity. Remember, while your brand will evolve, its foundation needs to be solid and captivating right out of the gate. This is your launchpad – make it count! ??