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what's your story?

Brand Storytelling: 4 Tips for Finding and Telling the Story behind Your Business


Brand Storytelling: 4 Tips for Finding and Telling the Story behind Your Business

What’s your story? What used to be the most clichéd pick-up line is a legitimate question audiences ask your business every time they land on your page or look you up on social media. Audiences want to know who you are, what you stand for, and what you do for them to name a few things. Your brand story can and should answer all of these questions in a unique and compelling way.

How to Find Your Brand Story

Great, you say. I would love to tell my brand story in a “unique and compelling” way, but I have no idea what my story is. Look, we understand…you didn’t have an epiphany at the top of Mt. Everest or weren’t cave diving to rescue baby otters when your mission came in to focus, but that doesn’t mean you don’t have a great brand story. Ask yourself some of these questions to tap into your tale:

·         Why did I start my business?

·         What obstacles did overcome to get into business?

·         What problems in the world does my business solve?

·         What does my business do for my audience? How can I show I care about my audience?

·         How has my business evolved?

Here’s a sample of what we mean: You once spent years helping harried small business clients at a big brand copy shop. Everyone was in a hurry and really didn’t have time to stop at the big shops for their print and copy needs, but they needed those products. Seeing this, you were inspired to create a print and copy delivery service for local small businesses.

Figure Out the Problem & Show How You Address It

An important aspect of knowing you have a story is being able to address what problem your business is addressing or solving. As shown in the sample scenario, we have a business that would otherwise seem boring, right? It’s a copy delivery service; however, there’s a clear problem, which is that small business owners were eating up hours standing in line at big copy shops. The resolution comes in the form of your business stepping up to the plate.

Have Style: Don’t Write Your Story Like It’s a Corporate Memo

Our example gives a story summary. When you write the story, give it style. Write in your voice. This is the time to throw out what you learned in Business Writing: 101, which is to always write in a professional tone. With your brand story, that professional tone is boring.

Instead, write in your brand’s unique voice. Are you cheeky and funny? Are you sarcastic and witty? Are you serious and straightforward? Your story should be revealed in your brand’s voice, which is the tone used in your other content.

Keep Your Brand Story Concise

Your brand story isn’t your blog.  It needs to be concise and straightforward. A short and sweet brand story will draw your audience in. It’s the beginning of your relationship with your audience. If you hook them with a great brand story, then they’ll stick around to learn more about your product, what charities you’re committed to working with, how your brand is evolving, and what your company hopes to do for them, the audience, in the future.

So, when it comes to finding your brand story: explore how you came to be, what you stand for, and how you help your audience. When it comes to telling your brand story: show the problem your company solved for the audience, tell your story in your unique brand voice, and keep it short and sweet for relationship-building results. 

Need help tapping into and telling your brand story? If so, contact The Storyteller Agency and let us help you find and tell your awesome story in your unique voice.



Storytelling 101: 5 Questions That Can Help You Find Your Story

What’s your story? This question may sound simple, but clients often have a hard time discovering and crafting the story that they want to share with their audience. Lucky for them, we’re here to guide them along the way, while proving to them that they do, indeed, have a story to tell. In fact, we all have countless stories to tell, and finding those stories is the key to evoking emotion and pulling your audience in. Sometimes, finding your story is as simple as asking yourself the right questions, in regards to your business or organization. So, while I have your attention, let’s talk about some of these questions and how they can help you find your story.

Who founded your company, and why?

Laura Holloway, President of The Storyteller Agency

Laura Holloway, President of The Storyteller Agency

Every story has a beginning, and so does your company. The foundation that your company was built on is a huge part of your story and what makes it unique. Allow yourself to travel back in time and get in touch with the story of your company’s beginning, and ask yourself, “How can I share this story with our audience?” If you don’t have the answer, we certainly do. There are so many micro-stories within a company’s beginning –

·         Sources of inspiration for a company’s founder

·         Obstacles of a company’s growth and success

·         The story of a company’s first employee  

What sets your brand apart from others?

In other words, what makes your brand unique? Take a good look at the competition in your area and ask yourself, “How are we different?” In order to set yourself apart from other businesses in your area, you have to bring something unique to the table. Once you figure out the answer to that question, share that story with your audience in a creative way.

What are the causes that your business supports?

In what ways does your business support and/or give back to the community? This alone tells a story about your business – it is part of the voice of your brand and it brings to light the causes that your business is passionate about.

·         Tell a story about a recent volunteer opportunity that you participated in

·         Tell a story about collaboration projects with local non-profit organizations

·         Tell the story of a local child or family who is benefitting from a charity that your business supports

What is one thing that you want your audience to know about your business?

Storytelling is about thinking outside the box of standard marketing tactics – it’s about taking your business’s product or service out of the equation and making an emotional connection with your audience. So, outside of a specific product or service, what can your business offer to its audience? Maybe yours is a story of loyalty or compassion, or maybe it’s one of laughter. Regardless, when you evoke an emotional response from your audience, it will become forever linked to your brand.

What motivates your team to go to work each day?

What is the driving force behind your team’s will to wake up and go to work each day? There is a passion that lies behind the startup of a business, and that passion lays the foundation for its growth and sustainability. What is the mark that your business wants to make on this world (or your audience)? There is a powerful story behind the answer to those questions, and we can help you craft it.

Storytelling is NOT about your company

Contrary to popular belief, brand storytelling is not about your company. It is ultimately about your clients and the value that they get when engaging with your business. The most powerful brand stories are the ones that prioritize customers as the stars. You should think of your company as a supporting character in the stories that you tell. Have you found your story?

Are you ready to start telling your story? Reach out to us at The Storyteller Agency. Call us at 850.267.0931 or send us an email to We would love to help you craft your brand's story and we have the resources necessary to allow you to share it via a multitude of creative outlets.