How my dead brother helped me build this business

Do you know what makes your business special? It's the captivating story behind it—the passion, the struggles, the triumphs—that sets you apart.

And guess what? That brand story that you're sitting on right now (because you think it's too personal to share) is the most powerful tool in your marketing arsenal.

Let's give you a real-time example:

This business was founded in May of 2020 - partly because of the reason many other businesses sprung up during this time - COVID lockdowns graced me with a lot of extra time on my hands.

But there was another reason too. May is my brother's birthday month and every year on his birthday and deathday, I'm reminded of how short life is.

May 2020 was no exception.

My annual reminder of "live your fucking life"?was remixed with being 3 months deep into?a COVID lockdown.

I was faced with the hard reality that I HATED commuting 4 hours to and from work each day (pre-covid), only to tap away on a computer building someone else's business while I barely had enough money to pay my bills. It wasn't the ideal life situation.

So I took the extra time I had on my hands thanks to COVID and started building a business of my own so I could start to live life on my own terms.

My brother is deeply rooted in this business.

From inspiring the creation of the business, to being a key factor in naming the business to ensure I keep the family legacy alive, to inspiring the types of client work I wanted to take on, and the projects that caught my attention.

He's intertwined into everything I do and I don't even notice it half the time.

It's only when you step back and look at things from a different angle that the small incremental?choices reflect a much bigger picture.

But now, knowing that he played a crucial role in my brand narrative, I'm able to embrace the various connections that intertwine my personal experiences with my business.

For example, during a check-in call with a client, she mentioned her upcoming project involving working with handicapped children. Instantly, I lit up and was so excited about her new project.

Now, if I hadn't previously established the significance of my brother in my brand story, I would have hesitated to share the fact that he was extremely handicapped, deeming it an unnecessary personal fact.

But knowing he was an integral part of the story, I shared this with my client and the connection between us grew. She obviously had no idea (because why would she until that point) and then commented on how my interests in her line of work make so much more sense now.

It was an incredible moment of understanding and bonding

I want you to have moments like this too.

And you can!

Just picture what it would mean to have your audience connect with your brand on a deeper level.

When they feel that emotional tug, it keeps them coming back for more.

So here are a few tips to help get you started on crafting your own brand story:

Embrace Authenticity + Vulnerability:?Your brand story is uniquely yours, and that's what makes it so irresistible. Don't shy away from sharing the ups and downs of your journey or the parts of yourself that you normally would brush off as insignificant. Authenticity is the key to building genuine connections with your audience and vulnerability creates a deeper bond with your audience.

Weave Emotions into Your Content:?Emotions are the heartstrings that your brand story can pluck. Whether it's joy, empathy, or inspiration, infuse your content with emotions that resonate with your audience.

Show, Don't Just Tell:?Similar to the use of emotions, storytelling is all about painting vivid pictures. Use your words to paint a picture and then pair that with compelling visuals in your content and you'll create powerful connections.

Consistency is Key:?Your brand story shouldn't be a one-time tale. It's a narrative that weaves throughout all your marketing efforts. Be consistent in your messaging across all platforms to reinforce your story's power.

Keep Evolving:?Your brand story is a living entity just like you. Embrace growth, adapt, and let your narrative evolve as your business does.

Want to dive deeper into crafting your brand story?

Check out this blog post for some more tips.

Until next time,

Marissa