How to Stand Out From Your Competition by Sharing your Origin Story

How to Stand Out From Your Competition by Sharing your Origin Story

Does this scenario sound familiar?

You’re preparing to meet with the executive team of a large company. They are prepared to spend $100K for your services. You’ve learned that two other excellent competitors are involved who provide similar benefits to yours.

So, what can you do to help the decision-makers to choose you?

Telling a compelling origin story might be the path to a win. Read on to learn why and how.

Most people feel they need to keep their business ideas and plans a secret for success. They believe that if others knew about them, they would steal them or, worse yet, laugh at them. As a result, many great ideas never see the light of day.

But what if you shared the origin story of your business with others? What if you let them know the story of why you took the risk to start your business?

Sharing your origin story with buyers will let them know what to expect if they decide to do business with you. For example, sharing the insights and challenges, you have faced so far, how you overcame them, and how that experience made your business better and helped you become a better leader. Or discussing what makes your business unique and why consumers choose you over the competition.

By telling these stories, you will not only set yourself apart from the competition, but you will also get valuable feedback on where to take your brand next.

The more you can bond with people, the better their experience when doing business with you. Telling your origin story is a great way to do this because it shows customers that you are honest and relatable.

It’s okay to admit that there have been times you were unsure of what your brand had in store for its followers or even yourself. But if they know about these feelings, they can trust that when things get complicated for them, too, they can turn to you for support.

1. What is a brand story, and why should you care about it

2. How to create a compelling brand story that resonates with your audience

3. The power of origin stories in business

4. How to use your brand story to connect with customers

5. Tips for telling your brand origin story effectively

6. Examples of brands that have nailed their brand stories

What is a brand story, and why should you care about it

A origin story recounts what makes you recognizable, from the beginning until the present. It’s not necessarily a written story but rather a why story - a unique set of insights and narrative that drives a brand and allow people to connect on more than a consumer level.

Why should you care about your origin story? There are a few key reasons:

- Brand identity:

A great origin story helps define, position, and shape what is known as your brand identity. Brand identities are the qualities and quantities of style, color, logo, perception, pricing, word choices that all tallies up and add to how a buyer or consumer thinks and feels about your brand.

Brand identity is a fundamental concept and matter for physical goods. Think of Apple products, for example. Apple is a branding company that happens to create electronics, as compared to Dell makes electronics and then tries to market them.

- Customer connection quality:

A well-conceived business origin story helps consumers connect with your brand more profoundly and emotionally. Customers’ ability to understand the meaning and reason of your brand’s products and services helps them internalize your story in their minds and helps them tell that origin story to others while spreading the know, like, and trust.

- Differentiation:

Telling your brand's origin story helps distinguish and set you apart from other competitive offerings. Brands are “positioned” into categories, such as luxury, innovative, generic, service emphasis, and value.

Your origin story can help define, emphasize, and reinforce your brand’s positioning relative to competitors. For example, the company, Tesla differentiates itself from other automobile brands through innovation, safety, and status. T

- It can be used as a tool for marketing and PR.

A brand's origin story can help you connect with customers on a deeper level, and it can also be used as a way to set your brand apart from the competition. Additionally, brand origin stories can be practical tools for marketing materials and PR because they evoke emotion in people.

The more substantial customers feel emotionally connected to a product or service, the higher the likelihood of taking action. Those actions can include buying your product, enthusiastically recommending your product, or sharing your story with others to attract people while building trust.

- Loyalty:

A well-crafted origin story can help build company loyalty. Having a buyer or consumer know the brand essence and pledge allows them to select your product and remain loyal to it for long periods. That loyalty and commitment can create strength of belief that survives an occasional setback.

Famous success brands such as Lexus, McDonald’s, Coca-Cola, and Apple are great examples of enduring brand loyalty that can last not just for business today but across generations. For good reason, these famous brands created community from the journey of inspiration.

How to create a compelling brand story that resonates with your audience

When creating a origin story that resonates with your audience, it’s essential to keep in mind who you’re targeting and what they’re looking for. Your brand story should be authentic and reflect your company’s values and mission. It should also be relevant to your customers’ lives and speak to their needs and interests.

Here are a few tips for creating a brand story that resonates with your audience:

- Keep it accurate:

Your own business origin story should be honest and reflect your company’s values and mission. As business leaders we should be authentic and relevant to your customer's life. It should also reflect your company’s values and mission. As you create your origin story, it’s essential to sense your target audience and what they’re looking for.

- Resonate with their needs:

The best brand stories speak to the needs of their audience by addressing their needs and interests. They also make customers feel emotionally connected, which might encourage them to buy your goods or spread your tale with their friends and family.

When you tell a brand narrative that appeals to your target audience, keep in mind who you’re talking to and what they want.

- Be relevant:

One way to make sure your brand story is pertinent to your customers’ lives is to make sure it’s current and up-to-date. Keep in mind the latest trends and what your customers are talking about.

Try to find a way to relate your brand story with what’s going on in the world. You could also update your story periodically to keep it fresh and interesting.

- Be memorable, easy to recall:

Be memorable, easy to recall, and tell to others, because 1) your entire team must know the story and be confident and consistent in telling it to others, and 2) in business-to-business (B2B) purchases, you may not meet all of the decision-makers. Having a compelling brand story that resonates and is easy to tell helps you create inside buyers who can tell your story as you would to other internal buyers and decision-makers.

- Avoid clichés:

A brand story full of clichés will quickly become dull and lose its impact. When creating an origin story, it’s important to avoid using clichés and instead focus on crafting an authentic and relevant narrative to your customers’ lives.

A brand story is not something that needs to be written; instead, it’s the combination of the words and actions that come together to tell a brand’s narrative.

When you combine all of your brand assets -- from graphics to packaging -- into one cohesive piece, you will have created an origin story that is worth telling. Doing so will allow customers the opportunity to experience your brand on another level. Once they are engaged with you as a company, they are more likely to do business with you moving forward.

The power of origin stories in business

When it comes to marketing, storytelling is one of the most powerful tools at your disposal. A good story can connect with your audience on an emotional level, and from there, they’ll be motivated to take action.

Storytelling has been used for centuries to communicate information and entertain people. And in business, it’s no different. Telling your origin story is a great way to relate with customers and create a relationship that goes beyond just buying a product or service.

There are several reasons why storytelling is so powerful in business:

- Stories create emotion:

One of the main reasons storytelling is so powerful is because it taps into feeling. When you tell a good story, your audience will bond with it emotionally, which will motivate them to take action.

- They can be used as brand ambassadors:

A brand story isn’t just something that customers hear; it’s also a way for your brand ambassadors to share their experiences with others. This not only helps you tell your origin story but also gives the brand even more human elements, regardless of how big or small your company is.

- Stories create brand loyalty:

Customers who engage with and relate to a brand are more likely to form brand loyalty for life. So when they’re thinking about buying a product or service, they’ll weigh out all of their options and choose yours because they feel like they’re part of the brand and they know exactly what to expect from it.

How to use your brand story to connect with customers

One of the most potent ways to bind with customers is by using your brand assets to create a cohesive story when it comes to brand storytelling. This can be done in several ways, such as through graphics, packaging, and website design. You can also use social media to share your origin story in an engaging and interactive way.

Another way to relate with customers is by telling your brand story in a way that resonates with their needs. Make sure that your origin story is relevant to their lives and speaks to their interests. You can also make it more relatable by making it honest and authentic.

Using storytelling in business can also help create brand loyalty. Customers who engage with and relate to a brand are more likely to form brand loyalty.

When they’re thinking about buying a product or service, they’ll weigh out all of their options and choose yours because they feel like they’re part of the brand and know exactly what to expect from it.

The moment your brand story transcends marketing.

When you market your origin story, you’ll want to make sure that you let people know who you are without sounding too salesy or cheesy. At the same time, you may have a quality product or service that perfectly meets your target audiences’ needs, that usually isn’t what converts them into paying customers and brand advocates.

In most cases, it’s your brand’s story and ability to form an emotional connection with your audience that converts viewers into loyal customers.

Tips for telling your brand origin story effectively.

When it comes to brand storytelling, you can do a few things to make your story compelling. Here are a few tips:

- Make it relevant:

Make sure that your origin story is pertinent to your target audience. It should speak to their interests and resonate with them emotionally.

- Make it authentic:

Make sure your origin story is honest and genuine. This will make it more relatable to customers and help them bond with your brand.

- Use visuals:

When telling your origin story, use graphics, packaging, and website design to create a cohesive visual identity. You can also use social media to share your origin story in an engaging and interactive way.

- Keep it concise:

When marketing your origin story, you’ll want to make sure that it’s not too long. Keep it less than 2 minutes if possible. Once you’ve written it, continue to edit it to remove all unnecessary words to make it brief to tell, compelling to hear, and easy to follow.

A clear and concise message to help make your brand story compelling and memorable.

- Be consistent:

You can use brand assets such as graphics, your website, and social media to make your origin story more interesting. But make sure to be consistent with the brand identity throughout, or else customers will get confused and lose interest in your brand.

- Don’t be afraid to share emotions:

One of the main reasons brand storytelling is so compelling is because it creates emotion. If you can get people to unite with a brand, then you’ve been successful with brand storytelling

- Use brand ambassadors:

An origin story isn’t just something that customers hear; it’s also a way for your brand ambassadors to share their experiences with others. This allows you to share your origin story while also giving the brand even more human elements, regardless of how big or small your company is.

Examples of brands that have nailed their brand stories

A few examples stand out above the rest regarding brand stories. Apple is one brand that has always been able to tell a compelling story.

From the beginning, Apple co founder hero's journey has been able to capture the imagination of their community. Their origin story is one of innovation and creativity that brings inspiration and vision to the world's consumers.

Another brand that has always been able to tell a great story is Coca-Cola. Their brand story is one of happiness and nostalgia. They have been able to create an emotional connection with their audience.

Finally, Nike is another brand that has always been able to tell a great story. Their brand story is one of empowerment and achievement. They have inspired their audience to be the best version of themselves.

Conclusion

An origin story is one of the most powerful marketing tools you can use to capture your audience’s attention. It speaks to their interests and resonates with them emotionally, forming a connection that will drive repeat purchases in the future.

The origin story should be authentic, relevant, concise, consistent across all channels (graphics / social media), not too wordy or cheesy sounding when telling your brand origin story (unless it’s for comedic purposes).

Use visuals like graphics and packaging when possible; make sure they are cohesive with what you’re trying to achieve visually as well as verbally. Don’t forget about video storytelling!

Be creative and considerate of customer time constraints - don’t overwhelm people by making videos that go over 2 mins. If you keep brand storytelling to the point, the great thing will have a more significant comeback potential with your audience.

Here is a great example of stories from Apple, Coca-Cola, and Nike that moves from idea to the brand's purpose with great success with detail and vision that builds trust from the journey to the customer.

The point is to go out there and tell the story!

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Written by Richard D. Janezic, CRO CSO VP Sales & Brian Keltner, Founder