Gather round, fellow badass bosses. It’s story time, and you, my dear, are the star of the show.
Let’s face it: without a killer brand story, you’re just another face in the entrepreneurial crowd, struggling to get your voice heard above the din. But with the right narrative, you can transform your business from an underdog player to a queen bee in your field.
Why? Because people can’t resist a good story, especially one that echoes their own epic journey.
Keep reading to find out what makes for a good brand story and how to craft yours so it captures the attention of the right audience in the right ways — so you can grow your business to dreamworthy levels.
Why bother with a brand story?
Your brand story isn’t just fluff or padding for your ‘About Me’ page. It’s the backbone of your business. It’s what makes your brand resonate with your audience on a level far deeper than just what you’re selling — which, let’s face it, nobody cares about.
That may sound harsh, but it’s true.
You’re selling something incredibly valuable (duh, or you wouldn’t be here), but unless you tie that value to a story that gives it meaning, your target audience isn’t going to be invested in what you have to offer.
You probably know this is true from your own experience. Think about the products or services you’ve invested in.
Whether it’s a certain shampoo, or a project management software, or an agency you hire for your business, there are dozens (if not hundreds) of other options you could choose from. Yes, your decision involves an analysis of price, benefits, etc., but something about that brand’s story caught your attention initially and carried through to your decision to buy.
That’s what you need for your business.
The sticky wicket for female entrepreneurs
Let’s talk about the elephant in the room. Many women in business pull their punches when it comes to talking themselves up. You’ve probably done it too — downplaying your badass achievements or shying away from owning your awesomeness.
This modesty masquerade might seem polite, but it doesn’t do any favors for your brand (or for you). If people don’t know the superhero-level stuff you’re capable of, how are they supposed to rally behind you?
Imagine a world where your brand story packs such a punch that it stops your ideal customers in their tracks and makes them think, “Where have you been all my life?” No more throwing spaghetti at the wall to see what sticks; instead, your story hits the bullseye every time.
How to build a brand story that packs a punch
Fed up with feeling like you’re shouting into the void? Let’s kick the vague babble to the curb and get your brand story sharp, shiny, and share-worthy. Here’s your five-step plan to narrative nirvana:
1. Spy on your audience
No, not literally — with any luck, there are no trench coats or binoculars necessary. But you do need to get deep inside the minds of your audience. What makes them tick? What keeps them up at night? What’s underneath the challenge that might bring them your way? Figure this out, and you’re half-way to winning their hearts.
2. Get to the heart of your “why”
Why did you start this business in the first place? Was it a eureka moment in the shower, or a slow burn of passion over the years? What’s underneath the challenge you were trying to solve when you kicked this off? This is the emotional core of your brand story.
3. Link what you do to what they need
Start to connect the dots. How does your brainchild slap a Band-Aid on your audience’s pain points? Be clear and compelling, and suddenly, you’re not just a vendor; you’re a lifesaver.
4. Mine your backstory
What hurdles have you vaulted to get here? Don’t gloss over the mess—your struggles and triumphs make you relatable. Your journey should scream, “I’ve been through the wringer and came out sparkling on the other side just so I could help you!”
5. Nail the narrative
Now, let’s stitch it all together. Try this on for size: “I help [audience] solve [problem] by [solution] and I’m the person to do this because [reason].” Simple, yet effective. It tells them who you help, what you fix, and how you do it—all wrapped up with a bow.
Ready to be unforgettable?
Think of your brand story as the magnet that pulls your ideal clients from the wilderness straight to your doorstep. It’s not just about getting noticed; it’s about getting remembered.
No more hiding your light under a bushel. Grab our Brand Story Worksheet and start crafting a narrative that’s as fierce and fabulous as you are. It’s time to own your story, set the record straight, and show the world what you’re made of. Go on, make them sit up and listen. Your saga is just getting started.