Remember American Idol?

You know how every contestant shared a bit of themselves before they entered the audition room—like a mini “origin story,” if you will, for the audience.

Those little snippets became a basis for how the audience saw them. 

Kelly Clarkson? She was the broke, girl-next-door chasing her big break (and nailed it!). Taylor Hicks? The bluesy, “old” white-haired guy. Ruben Studdard, the soulful singer. Carrie Underwood, the sweet country girl, and Bo Bice, the edgy rocker.

Of course, these stories weren’t the whole truth. They were highlight reels.

But, they gave the audience something to connect with, a reason to root for them. 

And let’s be real—American Idol producers knew what they were doing and leaned into it. These narratives behind the contestants made the show more entertaining while making the singers relatable. 

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Stories like this aren’t just made for reality TV. 

Origin stories are also a must-have for your brand! 

A strong brand story grabs your audience’s attention, sits them down, and makes them listen—not in A Clockwork Orange kind of way, but in a pleasant, The Princess Bride kind of way. 

When done right, your brand goes from just another name in the roster to a brand people care about and support. 

What is a Brand Story? 

Your brand story is the heartbeat of your company.

It’s the story of how you began, your struggles, and what keeps you going.

In short, it’s your backstory.  

Just like Superman getting shipped out of Krypton and dropping from the sky in rural Kansas, your origin story can also become memorable if you compose it the right way.

A genuine and strong brand story connects your audience with your brand on a deeper level, helping them take the journey with you and care about what you do. 

Why an Origin Story is Important

Stories have been with us forever. They make us laugh, cry, get angry, or do something.

For us, stories are more than entertainment, they’re a powerful way to connect with other people. Studies even show stories are 22x more likely to be remembered compared to facts. This means by sharing the right story, you’re securing yourself a spot in your customer’s mind. 

Take advantage of this magic by crafting your own brand story.

Here are three reasons why having a brand story is a must. 

1. It Shapes Your Brand Identity

Your brand story is the DNA of your company. It’s a way of showing who you are and what you stand for. By sharing your story, you’re giving your audience an inside look into your mission, values, and purpose.

Don’t think of this as a nice-to-have option but instead, an essential part of your marketing. Your brand story gives you a distinct mark in a crowded marketplace while letting you stay true to your brand’s essence. 

2. It Forges Emotional Connections

The best stories stick with us like glue. Not only that, they make us feel all the feelings. From joy and inspiration to empathy, an expertly crafted story creates a strong emotional connection with the audience. 

Take TOMS for example and their 1-for-1 model. The brand set itself apart by promising to give a pair of shoes to a child in need for every shoe it sells. It’s a simple purchase statement that won them a lot of fans. Their narrative and robust marketing campaign made their fans feel like they were part of a bigger goal. 

TOMS has slightly altered its mission since then. You can read their brand story here. (And yes, you can update your brand story as your business changes.)

Source: Cause Marketing

3. It Sets You Apart from the Competition

Want to know the best part of having an origin story? No one else will have the same story as you. 

Marketing can sometimes feel like screaming into the void while everyone else is also screaming at the top of their lungs to capture people’s attention. Your origin story is uniquely yours, it’s a powerful differentiator. 

Think of how Starbucks didn’t just open another coffee shop, they redefined the entire coffee culture. More than just serving coffee, they wanted to create a space where people could gather and unwind. Read the Starbucks story here. 

Source: Starbucks

So, where do you start when writing your brand story? Here are some tips for you. 

3 Tips On How To Write A Strong Brand Story

Writing your brand story can be overwhelming. What do you say? Where do you even start? 

Calm down. Breathe. 

You can make the process simpler by asking and answering three important questions: 

What is your brand’s purpose?

Why do you even exist? This is a big question but every brand has a reason for existing.

Be honest with your why. Remember, this is more than just talking about what you’re selling or offering, but why you are so passionate about it in the first place. 

You can dig even deeper by asking, what are you trying to achieve with your brand? Or, what are your main brand values? Also, don’t forget to ask about the impact you want to make in the world. Explore and don’t be afraid to be vulnerable and honest. 

What is your product or service really about? 

Your product or service is like a family member. It’s important to know it inside out. You need to be able to describe and talk about how your product fits into your brand’s mission.

You can do this by talking about what problems your product solves or what does it do? Explaining how it works simply and plainly can also help. How does your product or service align with your brand’s purpose and what makes it different from other offerings in the market? 

Who is your audience? 

For your brand story to connect, it’s important to know who you are talking to. Knowing where your target market is from, their age group, and all other demographic details are essential.

But, you also need to know what their hopes and dreams are. What challenges do they face? What drives them to take action? By showing your audience how your product fits into their life, you can better position yourself as the right choice for them. 

Wrapping Up

Before you hunker down and start writing, there’s one more thing I need to share. 

Be honest and authentic with your story. 

Most brands only want to share the highlight reel, thinking it’ll be more appealing. People can sniff out fake stories or ones that are only half true. 

Don’t be afraid to bring your audience for a ride, even showing them the less-than-pleasant parts of your journey, down through the eventual birth of your brand. It’s stories like this, the ones with a heart, that truly resonate with an audience. 

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Pair your brand story with excellent marketing designs and campaigns with the help of a creative branding expert like Nicole Steffen Design. 

From branding, creative marketing direction, and fractional assistance, we can help you navigate this saturated marketplace and create your distinctive mark. 

Schedule a call with us and let’s craft designs that capture the essence of your brand story.