Remember, not every story is relevant to your brand or interesting to your dream clients
If you’re providing luxury wedding planning services, your story from corporate burn-out to business owner won’t be the most inspiring story to tell (although it’s one we see everywhere). Instead, a personal tale of a whirlwind romance turned decade-long love story is better apt to show your shared values and client understanding.
Understanding the right Brand stories to share with your potential clients
Identifying the right stories to tell Comes from understanding your audience – What motivates them? What are their values? What are their past experiences? Consider who they are and craft a story you know will motivate or move them.
5 Brand stories to tell to connect with and convert your dream clients
Brand story
This isn’t your founder or origin story (although I see why you might make this mistake!) Your brand story is strategically crafted to tell the story of your business in a way that appeals to and engages your dream clients. It might include part of your origin or founder story, but it’s not essential. This is the core story that underpins your brand and connects with your desired audience.
Examples of my client’s brand stories:
Hawaii photographer → emotional connection with photography from a late grandparent
Brand strategist → finding her new path while exploring the ambitious NYC landscape
Website template designer → the disillusionment she felt early in her journey having to do & learn everything herself
Origin story
The story of how your brand began
Rather than focusing on logistics, consider your inspiration, vision, and mission. Identify your key milestones to show how you’ve grown throughout this journey. And highlight your future ambitions to encourage people to join you going forward.
Founder story
Your story
This is the story of how and why you started your brand. Again, you want to focus on emotions over logistics – If you left your 9-5, how did this feel? What were your anxieties? How did you push past these? Vulnerability fosters connection, so don’t shy away from the truth.
Offer story
How you developed your offer
Position your offer by telling the story of how and why you developed it. Often, offers are the result of a gap in the market – What was this and why does it matter? And they utilise personal talent and knowledge – What makes you the best creative to provide this service?
Rebrand story
How you overcame the struggle to keep growing your brand
A dream client booked my website copy experience directly from hearing my rebrand story. She saw herself in my ‘before’ and desperately desired the ‘after’ I was showing. So, she hired me to guide her through this and trusted I could because I was living the results.
Story is your superpower. Throughout history, humanity has been telling stories to connect and understand one another. It’s no surprise that storytelling has morphed into our best marketing resource. It’s how we bring people into our world, invite them on our journeys, and create powerful connections with them. The kinds of connections that become value-providing partnerships that change our lives.
But, storytelling is something that most brand owners aren’t educated on. You’re told to “tell your story”. But not how to craft a story that is relevant to your audience, offers, and brand. And that’s led to an overflow of the same, generic, surface-level stories floating around this space. I want you to tell truthful, impactful, and meaningful stories that make a difference in your business. Implement these 5 types of stories into your design, wedding, or creative business and deeply connect with the soulmate clients you’ve been longing for.
