To relate to your consumers, telling your own unique brand story is crucial. Of course, defining what exactly your brand story is may sound like a daunting task – but never fear! The answers to the following questions will help you crack your brand story and tell a compelling tale:

1. What’s your brand’s purpose – for you, your customers, and the world?

Brands make an impact – oftentimes, a big one. Think of how your brand influences your own life and the lives of your customers – how it makes them think, feel, or act differently. Does your brand send a message? Help the environment? Fund medical research? It is often a brand’s purpose – not solely its product – that makes customers loyal.

For example: Patagonia’s mission statement is “to use business to inspire and implement solutions to the environmental crisis.” They provide their customers with eco-friendly clothing that is ethically made while setting a unique example of a business with an environmental footprint. This high-impact mission is part of a brand story that makes Patagonia one of a kind and incentivizes consumers to buy their products over competitors.

2. Why did you start your company?

Why you do what you do: by far the most important aspect of your brand story. (Learn more about the importance of The Why from sensational speaker, Simon Sinek.) There are likely quite a few reasons why you started your business, but do your best to identify your #1 driver.

For example: Three college friends had an interest in making coffee for the public. With no public coffee shops at the time, they decided to explore the idea! Starbucks formed because of a general curiosity and desire to explore a new concept.

3. How did you start your company?

Consider the people who encouraged you, financial investors, the effort involved – even rejections or failures, which are often a crucial part of the process! There will be a wide variety of answers to this question, and your customers will enjoy a good story!

For example: When the internet boomed, Jeff Bezos wanted to be a part of it! He quit his job and started Amazon with the help of his parents’ investments, believe it or not. They started out books online out of his garage.

4. How has your business impacted your life and the lives of others?

Your business leaves a mark on you and your customers. Companies often also work philanthropy into their business model – and if you do, then you should share this with your customers!

For example: For every pair of shoes purchased, Toms gives away a pair of shoes to those in need. This high-impact initiative encourages their customers to purchase Toms shoes in order to support their mission!

5. Where do you aspire to be one day?

Every company has a place in mind that it’s heading. What does your business’s future look like? Be sure to tell your customers about your vision – your aspirations create a compelling part of your brand that may encourage consumers to contribute by buying your product!

For example: Tesla is in the industry of building seemingly impossible technology for transportation. Tesla CEO Elon Musk looks toward a future with autonomous vehicle service, where cars drive themselves – and many of his consumers are eager to see his vision become reality.

6. Is there something about your company that people don’t know that you want them to know?

The essential parts of your brand story can sometimes be lost in the desire to promote products. What is your business doing behind the scenes that customers don’t know, but should? Behind the scenes sneak-peaks are a great way to snag consumer attention and keep them coming back for more!

For example: Pippa and Pearl is an upscale clothing and accessories boutique that donates all of their extra clothing from the previous season to a local charity. This philanthropic business decision is a key part of Pippa and Pearl’s story that customers would definitely want to see.

7. What are some challenges your company faces?

Running a business is rarely smooth sailing! Customers relish in the consistent dedication of business owners to overcome obstacles.

For example: The first company Walt Disney created went bankrupt. Only after that did he imagine the idea of Mickey Mouse, piloting his success.

8. Are any of your original ideas still in place now?

Most products evolve from the original idea into a new, refined version of themselves. How and why has your product changed? This will help you better sell your product if you’ve made improvements to benefit your customers!

For example: When Apple created its first iPhone in 2007, they didn’t know how much the model would change in 12 years. The original button isn’t even on the newest phone!

Helpful Tidbits:

Did these questions lead you to find a few good nuggets for your brand story? Great!
But remember – your story is never really done. Every time you tell it, you will get instant feedback based on the reaction you get. Keep refining your brand story until you have a blockbuster!