The importance of sharing your brand story

Long before I knew what a “grown-up job” was, I had decided that I wanted to be a writer. It spoke to me. The act of writing down on paper a story that seemed only possible to be alive in my head. Although that decision got lost along the way somewhere the little spark that lit up when I sat down to write always glowed that little bit brighter and reminded me of my distant dream. And yet here I am. A few years later, a writer and storyteller.

But what is so important about sharing your story in the first place?

The story is where the heart is. It is where deep connection lies between yourself and your audience. It is a community builder of like-minded individuals who resonate with your tale.

So how do you begin to pen this down?

The Spark

It is important to take a look at the origins of your business and where it all began. But not just a shortened version of your life story. You want to be looking for the threads that weave your story together to arrive you at this point. As a florist, were you taken in by the sweet-smelling blooms in your Grandmother’s garden and have been enchanted by flowers ever since? As a potter, did you one day take a pottery class on a whim and haven’t looked back? You are looking for the moment where your passion for your craft was ignited, the point where you felt you had to pursue your business.


The knight that fought the dragon in order to win a fair maiden’s hand. The young boy that conquered a giant at the top of a beanstalk. A tale without adversity is one without the powerful currents of all good stories. That is not to say that you need to share every sadness or loss, but equally do not be afraid to share a hardship or difficulty that you have unturned as you travelled on your journey. Allow yourself to be vulnerable so that your audience can truly connect with you and your story.


Which leads me on to authenticity. Telling your brand story should always come from a place of truth. Without it, you will be unable to truly connect with your community. People can see through an inauthentic voice straight away so any temptation to either invent or embellish should be avoided. Have faith that your passion for your business is enough and will have an irresistible lustre for your dream audience.

By uncovering the provenance of your business for your customer, you will reveal a brand story that rings true for those that really need your services. An authentic voice that weaves your brand history with moments of adversity you have faced and the passion you have for your business.


So tell me about your brand story? I would love to hear what sparked your passion for your business.

Author: Johanna Charlton

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