Origin Story
One of the key components of an irresistible brand is authenticity, and that’s why it’s crucial to explore your origin story when you’re building your brand. The story of you, and why you embarked on this journey, is a story that remains relevant throughout your entrepreneurial journey. Plus, it will be useful in various forms across your brand communication. Exploring your origin story will start to reveal your passion, your purpose, and your ‘why’. It’s a story that unlocks parts of the brain and reveals otherwise hidden parts of the brand.
But not all brands are built the same so your origin story may not necessarily appear in the final cut of your external brand communication, but it will certainly influence the brand messages you put out there. Some brands like Nike, make the origin story public facing, a part of their external communication, their founders are an intrinsic part of the Nike Story - pioneers with a burning ambition, running enthusiasts, who’s origin stories are loaded with insights, passion, purpose, and belief which are re-told through various mediums.?
Colonel Sanders is one of the most recognisable people on Earth, a very public facing part of the KFC brand, even though he passed away in 1980 at the age of 90 years old. His origin story is a celebrated part of the brand, it tells of how he started late in life as an entrepreneur, his failures, his various jobs, and of course his dedication to perfecting his secret recipe.
When I worked on the Jaguar brand, I’d often weave origin stories about the car throughout the brand communication. I’d tell stories about breakthroughs, feats in engineering, iconic design, and pivotal moments in history like the C-type winning Le Mans in 1951.
The important thing about an origin story is it locks into your purpose, and a brand with purpose at its heart will continually motivate you and your team. Plus, audiences will believe in your brand and connect in a meaningful way.?
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You can learn more about building an irresistible brand by listening to my Art and Communication Podcast. You’ll find it on iTunes, Spotify and Apple Podcasts:
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If you’d like to see how your brand shapes up, check out my Irresistible Brand Scorecard. It takes a few minutes to complete, and you’ll get a 12-page tailored report with tips on how to improve your brand.
It’s completely free, so simply visit: