Beyond Great Products: How to Develop a Brand Story For Your Business

Think about your favourite brand, and the chances are they’re your favourite not just because they do great products, but because they’re about more than that. Why is an Air Bnb the new go-to for holidays? In part, because of the emphasis they place on their ‘brand story’ and ‘belong anywhere’ ethos. 

We like to think that The Shirt Society is about so much more than great shirts. Although we do them pretty well, too. Let me share with you how our brand identity came about, and hopefully help spark your imagination when developing your own business’ story. 

Spot the Problem

Most business owners start off life as problem-solvers. 

In terms of The Shirt Society it all started because I’ve always hated shopping. Between work, networking events, walking the dog and spending time with the family - I found I didn’t have much time left to go shopping. The time that I did have, I didn’t want to spend driving to the best shopping spot, fighting for a parking space and navigating my way through the hordes of shoppers.

Coupled with the time-consuming nature of the actual experience - standing in front of rows and rows of seemingly identical blue shirts isn’t my idea of fun - and I found I was starting to literally dread buying new clothes. The internet was just the same - a busy place, far too many options and before I knew it, I’d lost 2 hours of my life and still didn’t have a new thread to my name. 

I spoke to my friends and customers of my previous menswear brand, and found that the problem was universal. We were all in the same boat, Surely there was a way to upgrade that boat, and make this whole problem go away. 

And so, The Shirt Society was born. 

If you start off by identifying the problem you’re trying to solve, and keep this in mind when you’re building your business, you can’t go far wrong. This will ensure that your brand’s messaging is kept focused throughout. 

A Techy Solution?

We live in the era of digitalisation - so use it! 

Most industries are still figuring out how to use technology to make experiences easier for the consumer, and this was my starting point for The Shirt Society. How could we digitise the shopping experience and make it a more pleasant experience for the busy modern man? How could we use technology and digital solutions to fix the problem, while also providing something that customers love at the same time?

When creating a brand identity, using innovative technology can help to anchor your business as ahead of the curve, and one that is constantly pushing for the latest solutions. 

What Do You Stand For? 

Working out what it is you stand for is probably the most important part of building a brand identity. You know what they say - if you don’t stand for something, you’ll fall for anything. Or at least, your business will fall. 

It's useful to come up with three words that sum up the ethos of your business before you do anything, so that your whole team is crystal clear. It might even affect the hires you make!

My vision for The Shirt Society was inspired by my ambition to change the way we shop and an idea that we could provide a network or ‘hub’ for the guys that shopped with us. I wanted the society to be about more than just shirts - to be a group where men could feel involved, and one that supports the positive values that govern their lives. 

As our brand grows, it’s this that will be the most important ethos that governs what we do next. We hope to expand our offering beyond just shirts, to truly build a ‘society’. 

So, we all know your brand needs to be more than great products. Three key questions to consider before you even send your first tweet: 

• What problem am I trying to solve? 
• Could I use technology to position my brand as an innovator in the market?
• What do we stand for? 

I like to think that will give you a great starting point, anyway.