Business owners and founders are often so deep into their own business operations that they can't look at their company story objectively. Being so close to your work makes it difficult to create a compelling narrative about your business. But storytelling is key to marketing for so many brands in competitive and regulated markets.

So how do you turn your company story into a brand asset? Think of the drafting process as a mini founder interview and answer questions that drive story-driven responses: When did you realize you were the right person to solve this problem? What difficult decisions have you had to make along the way? Which were the most consequential?

Don’t worry if you’re not sure how to tell your brand story yet. I’ll run you through the most important parts. 

First, a little context on why this has been on my mind: 

I’m launching a Seattle small business website and newsletter soon. I’ll share more details on that in the near future, but for now, I want to focus on some takeaways I’ve learned from conducting more than a dozen interviews with small businesses in the area. 

Every single founder I’ve spoken with has an interesting, compelling background story. Very few of them showcase their brand story in any capacity. There’s a huge gap between the compelling narratives that exist below the surface and the stories showcased on their website and social media. 

Founder and brand stories are a huge missed opportunity for these companies. Storytelling is a powerful marketing tool that engages multiple parts of the brain. It adds an emotional level to an otherwise basic proposition, making it more likely for readers to remember your brand positively. 

How to write a compelling brand story 

Founders are often so busy with the day-to-day business operations that they don't realize their background story can do a lot of the heavy lifting. When framed correctly, a brand story can accelerate growth and get utilized across ‘about’ pages, founder bios, LinkedIn profiles, press releases, speaker applications, and much more. 

Focus on the why behind your brand

The “why” behind your business should be the heart of your brand story communications. While that probably sounds like generic advice, let’s dig a little deeper and see what focusing on the “why” can do for your story.

I’m a freelance writer across wellness, cannabis, and other regulated spaces, so I see a lot of interesting brand stories (and uncover even more through careful questioning).

Here are some examples of how a little storytelling can go a long way:

• “Our cannabis brand has a passion for quality. We make premium vegan gummies with top-notch ingredients.”

VS.

• “After years spent looking for vegan cannabis gummies without unnecessary fillers or added sugars, our founder took to her own kitchen to make her dream product. A few different formulations, plenty of test-runs with friends, and lots of high nights spent giggling with loved ones later, she landed on the perfect recipe. Now, we share our premium vegan gummies with our community of like-minded customers who care about what they put in their bodies.”

Which one was more compelling? The first option provides information but the second option pulls the reader into the founder’s world and offers a memorable experience. That’s the brand customers will remember. 

Here’s another:

• 
  “Our supplements are made from science-backed formulations that support everyday wellness goals.”

VS. 

• Three years. That’s how long it took me to find the right combination of supplements to support my wellness needs. That’s more than 1000 days of struggling with unnecessary side effects and inconsistent results. With all the research I’d put in, I decided it was time to take things in my own hands and create a supplement brand that actually served women like me. Custom formulations, quality ingredients, and real support for a spectrum of wellness goals. I built this brand with one thing in mind: real results. Now, thousands of women trust me to support their everyday wellness needs because my products actually deliver.”

See how the storytelling version is more compelling and paints a real picture? It brings in emotions and adds a layer of humanity to an otherwise generic statement. 

Don’t overlook the “boring” details

Founders often overlook details simply because they feel boring or irrelevant to the brand story. But in many cases, these details add a layer of trust and credibility to your overall brand story.

If you’re thinking that “I discovered a gap in the market” is boring, you’re probably right. Every founder says that. 

But what if you pivot that to something more story driven, like: “I discovered that at least once a week, someone emailed me asking where they can find the products I offer. I didn’t have an answer, because they seemed to be non-existent. Finally, I decided to take it into my own hands and build something other businesses actually needed.”

If you think the topic of product development is boring, you’re not wrong. But “We built a product” is nowhere near as compelling as:

“We spent weeks coming up with new prototypes and testing them on friends and family who gave us a much-needed dose of reality. Over the course of two months, we probably had at least six different versions laying across our kitchen table. And when we finally built the winning version, we knew we’d created something meaningful.”

Focus on the story, not the promotion 

Obviously, your goal is to promote your brand when you engage in brand storytelling. But to have a truly compelling brand story strategy, you need to focus on the story itself, far beyond promoting the products or services behind the story.

Avoid generic sayings like “we are passionate about” or “we are committed to excellent quality.” Show your customers what you mean. You don’t have to tell them you’re passionate or quality made. They should glean that from the stories you tell.

Hire a content writer with a journalism background

A content writer with a journalism background knows how to ask the right questions that will provide compelling narratives to grow your brand. While marketing and PR agencies can absolutely help you craft a brand story and engage in further storytelling, a writer with a journalistic background has a much stronger grasp on finding the heart of the story without getting caught up on the promotional aspects.

If you’re looking for a content writer with a journalism background to help tell your brand story, let’s chat.