When it comes to being a business owner, it’s important to know and tell your brand story (often). Here are three brand stories that every entrepreneur needs.

Your origin story

How did you pick up your hobby, interest, experience, or education in the industry you’re in? Share how your passion was sparked. It could be as simple as picking up a camera for the first time.

Example: In college, I was feeling mentally unchallenged at my summer desk job answering phones and emails all day long. I knew I was smart, and I didn’t want to waste my potential. I realized how many fellow students and high schoolers who have English as their second language feel out of their depth with writing and editing essays, and I’m basically a words whiz. I decided it would be a great idea for me to offer tutoring, editing and proofreading services. 

Your lightbulb story

This is the story of how you came to the realization or epiphany that you wanted to become an entrepreneur or start a new brand/business. You either saw a gap in the market, or you saw a need that people had that you could fill by serving with your creative gifts or skills.

Example: I realized I wanted to be a wedding planner because there are so many couples out there that have great ideas but dislike planning. I’m an organized person, I love being involved in creative projects, and I love helping people. I realized this was the perfect career for me.

Your transformational story/stories

In order to make product sales in your business, more bookings for your services, or more enrollments in your workshops and courses, you need to sell people on the story of transformation. You can share WHAT you do all you want, but people need to know HOW it works.

Whether it’s a personal testimony of your experience of transformation, or a client, student, or customers, share how the product/service was impactful and transformational.

Again, as an entrepreneur, you either sell products or services… But HOW you sell them to others is what drives people to open up their wallets. It’s in the words you say, or in the words other people say. (The power of persuasion, my friend, is basically the backbone to marketing.)

How to collect case studies/testimonials from clients…

  • Ask them to film a 15-30 second video of themselves giving a review.
  • Ask them to give a written review on your Google or Facebook page.
  • Ask them to provide a written testimonial for your website.
  • Ask them to fill out a feedback/satisfaction feedback form.

In closing, take some time to reflect on what your brand story is, and what you want people to know about you. A big part of having a reputable and lovable brand is having a story that resonates with people. Be crystal clear about what your story is, and be prepared to share it.

Ariette Hung