The most important thing about your brand’s story

By now, you’ve probably heard the term “story” thrown around a lot when it comes to your brand. But what does it mean and why does it matter? If you ask the average person what branding means, they would probably mention things like logos, color pallets, and fonts. That's not untrue, but it's also not the full truth.

Using the word "story" (popularized by Donald Miller and StoryBrand) is a way to get our mentality out of branding only being about the visuals, and thinking about it as the whole experience someone has when they interact with you and your business.

Your "story" isn't about your founders, or your origins, it's about the journey that you are inviting your audience and customers into. But the most important thing about it? It's not that it's trendy, it's that it's true.

Your branding should be a compelling representation of who you are as a business, what you stand for, and the feeling people get when they interact with you. If your visual branding evokes one feeling, but your customer service creates another, there's a disconnect that can breed confusion and break trust.

You can't focus all of your energy on making your audience younger if you haven't answered the question: is my product for young people? Don't be afraid if your current demographic is 40 year-olds because as long as there are 39 year-olds, chances are there will also be people who are 40.

What does your brand stand for? How do you want people to feel when they interact with you? Who will someone become if they buy from you? If you can answer questions like that, you're well on your way to creating a story that will resonate with your audience.

At the end of the day, the most important thing about your brand story is that it’s authentic. Don’t try to be something you’re not – people can see through that kind of marketing ploy pretty quickly. Instead, focus on being honest and true to your roots. If you can do that, then you’ll be well on your way to crafting a compelling story for your brand that will resonate with customers. Do you need help crafting a powerful brand story? Let's talk! I think we can create a brand that helps you reach your goals and stand out from the competition.