As a self-proclaimed brand story obsessive (I believe an impactful story is a basis for every successful brand and marketing strategy), there’s nothing I love more than diving deep into my client’s narrative. And when it comes to events and wedding brands, I sing the praises of brand stories even higher. If you have an events business, you NEED a compelling narrative.

Many of my clients know this. But that doesn’t make developing and writing this all-important story any easier.

Of course, they know why they started their brand, the value they provide, and why this matters. But conveying this in words? Not so easy. Extracting what’s valuable and interesting to their customers? Pretty tough. And writing in a concise, sophisticated, and highly engaging way? No idea. So they come to me, and together we work through their brand story, and I go away and sprinkle this awe and wonder through the words on their website. It’s pretty magical if I do say so myself.

You might be like my clients, searching for someone to help you with this essential branding task. If so, my brand copy services might be of interest to you!
Or, you might feel completely lost in brand building and development. You know a stand-out brand is essential to a successful business, but you’re not 100% sure why. And you’re not educated on how a brand story is the foundation of every scalable brand. If so, this post is for you.

What is a brand story?

A brand story encompasses your entire brand; it’s the narrative that explains your what, why, who, and how. Usually, your story includes your brand origin (why & how you founded your business). And it will act as a guiding light for all branding and marketing strategies.

The purpose of your story

Alongside guiding you, your brand story is a point of contact and relatability for your consumers. People will align with and invest themselves in your brand story. A meaningful brand story will inspire emotion and connection (making you memorable and favourable against competitors).

Examples of effective brand stories

Chanel’s brand story

Chanel’s brand story centres around its founder (Coco Chanel). At the time of the founding, Chanel made clothes that went against social norms to create simple yet sophisticated clothing for women. Today, Chanel stays true to this story by creating luxe clothing with the same intention. Their focus on timeless style, sophistication, and luxury stems from their origins.

People trust Chanel because they remain true to their founding principles, and everything they create and market relates to their original intention.

Copycat Studios

My origin story focuses on a lifelong passion for the impact of words, an affinity for luxury experiences, and an obsession with human connection. These elements of my identity fuse together to create a copywriting studio for luxury weddings and event pros that utilises creative storytelling.

My origin story relates to my services and contributes to my overall brand. If I were to start offering bookkeeping or reel creation (god help us!), this wouldn’t make sense with the origin or the guiding principles of Copycat Studios.

How to craft a unique brand story

There are several ways to determine your brand story. When working with my clients, I like to go back to the beginning and discover their motivation for founding their wedding & events business. From here, we delve into questions relating to purpose, vision, and mission. I’ll keep an ear open for unique elements— parts of the story I know will stand out from competitors. And I’ll hone in on points of relatability.
For example, I worked in luxury sales for a well-known handbag brand for a long time, something my clients value and find interesting.

Steer clear of the LinkedIn-Esque bio

Developing a brand story isn’t as simple as writing down your LinkedIn-Esque bio and stating the date you started your business. It’s a narrative filled with passion, depth, and understanding. Yes, your story is personal to you, but it also considers your ideal clients and who they are. Your story needs to be strong enough to guide your business. And you need to feel it encompasses past, present, and future versions of your brand. Elements of your branding will change, but the foundations it’s built upon will remain the same.

If you’re developing your brand story yourself, I’d advise spending time diving deep into your origin and purpose.
Why did you start?
How did you start?
What value do you provide?
How will your brand change over time?
What’s important to your brand?
What do and don’t you want to be known for?
What makes you different?
What principles guide you?

Once you’ve got everything out on the page, it’s time to start crafting this intro your cohesive copy. This might look like your About Page, a mission statement, or simply a guide for your message and tone development. I always advise my clients to weave in their brand’s origin story to enhance credibility and emotionality (something highly valued in this industry!)

Which brings me to your other method of developing an impactful brand story: work with a professional copywriter.

Working with a professional brand copywriter

Working with a copywriter allows you to strategise your brand story, guarantee you’re not overlooking crucial components, and convey your message with a clear, elevated, exemplary copy. Basically, it makes this essential element of successful brand building a whole lot easier for you!

Copycat Studios’ signature process includes a deep dive strategy call at the beginning of every website copy project, so you can ensure your brand voice captures and conveys every element of your dream business. You can learn more about this service here.

Still in the stages of developing your brand story? Let me know how it’s going in the comments below, talking ideas through always helps!