Defining and telling your brand’s origin story can be a daunting task. Don’t worry though — your story will evolve over time as your company grows. To help you get started, here are some tips for telling an engaging story.
Be authentic
Make sure your story feels personal, honest and authentic. It’s okay to share your humble beginnings or early challenges (it might even make your brand more relatable), but don’t make something up just because it sounds good.
Keep it concise
A great origin story is easily told, retold and recognized. Thus, it needs to be clear and concise. Rather than including every date and detail, try to focus on the “aha” moment, which is the pivotal event that revealed an unmet need or a new way of doing things.
Make your customer the hero
It may sound counterintuitive, but your origin story isn’t only about the company or the founder.
Make sure you tie it back to the customer by highlighting the problem you solved for them, or the unique benefits you aimed to provide.
Use specific details
Just as your favorite books and movies use detailed imagery, so should your story. Create an image in your audience’s mind by sharing specific details about the characters, setting and how you were feeling. These details will help draw people in and make your story more real.
Get inspired
There are plenty of great origin stories out there to help get your creative juices flowing. Look to others in your industry or brands you admire for inspiration. CamelBak, Torchy’s Tacos and Starbucks all have examples of company origin stories. You can also look to time-tested frameworks like the Hero’s Journey to help you structure your story.
Be consistent
Once you have your business’s origin story, share it consistently. Tell the story on your website, on social media, in interviews, and in pitches. Teach it to your employees and instill it into the company culture. Telling your story over and over makes your brand memorable and reminds people why they should connect with you.
Credit to the original article at uschamber.com ( https://www.uschamber.com/co/grow/marketing/telling-your-business-origin-story)
