Feeling stuck in your business?
Ready for the next level?
Maybe decisions feel impossible to make, or you’re not attracting those dream customers you’ve been hoping for. Worse still, you might feel unsure about what you even do and stand for anymore. If any of this rings true, I’ve got news for you: the answer could lie in getting clear on your brand story.
Your brand story is more than a nice-to-have. It’s the solid foundation your entire business sits on. While it might not always be visible to your customers, knowing and embracing it can help you make decisions that feel aligned—with your mission, your audience, and your strengths.
And if you have a team? It’s even more important. When you’re working solo, you can operate a lot on intuition. But when you have others representing your business, they need to understand exactly what it’s about to deliver the same experience you do. The only way to make that happen? Getting crystal clear on your brand story and sharing it with them.
(Quick tip: If you’re doing this work with a team, involve them from the start! Don’t just unveil a “finished” story and expect everyone to hop on board. Let them feel part of the process—it builds trust and alignment.)
What’s in a Brand Story?
Your brand story has four key elements:
- Your Origin Story
- What You Do
- Your Customers
- Your Foundation
Let’s break these down.
1. Your Origin Story: How It All Began
This is where I always start. Why? Because it’s easy to reconnect with the past—and remembering why you started can reignite your passion. Your origin story has two parts:
- How it started: Picture the moment you launched your business. Were you working at the kitchen table? Packing orders out of your garage? Whatever it looked like, describe it in detail. Those little moments make your story relatable and build trust with your audience.
- Why it started: This is the big one. What sparked your idea? What problem were you solving? Reconnecting with your “why” isn’t just great for marketing; it’s also a personal motivator that keeps you grounded when things get tough.
2. What You Do
This might sound obvious, but it’s crucial. What exactly do you do? Not just the products or services you offer, but what makes you different. Your Unique Value Proposition (UVP) explains why customers should choose you over someone else.
Here’s a simple formula to help:
I help [your customer] do [their goal] by [how you do it].
For example:
“I help busy parents find time to relax by creating easy, nutritious meal plans.”
3. Your Customers
Now, let’s talk about your dream customers—the people who light you up and make your work feel effortless. Who are they? What do they need? The more specific you can get, the better.
Ask yourself:
- Who do I love working with?
- What are their attributes?
- What motivates them?
Knowing your customers isn’t just about demographics; it’s about understanding their mindset. Are they emotional decision-makers or logic-driven? Do they value creativity or practicality? Tailor your messaging to speak directly to them, and they’ll feel seen and understood.
4. Your Foundation: Vision, Values, and Purpose
Here’s where we dig deep. Your foundation includes:
- Your Vision: Where do you see your business in five years? What does success look like to you? Take time to journal this out—dream big, and let your true desires (not society’s “shoulds”) guide you.
- Your Values: These are the principles your business stands on. Start from scratch here—ditch the “shoulds” and get specific. What truly matters to you and your brand?
- Your Purpose: This is your “why” in a single sentence. Think about the problem you solve, the people you help, and what drives you.
Why Your Brand Story Matters
Once you’re clear on your brand story, it becomes your North Star. It helps you make consistent decisions, create messaging that resonates, and build deeper connections with your customers.
And if you’re working with a team? It ensures everyone is aligned and working towards the same goals.
Ready to Get Started?
I’ve created a handy Brand Story Canvas to guide you through this process. It’s free to download and perfect for keeping your story visible and actionable. Why not print it out and stick it somewhere you’ll see it every day?
Your brand story is already there—waiting to be uncovered. Once you’ve defined it, you’ll have the clarity, confidence, and direction to take your business to the next level.
