❤️ How to Tell Your Brand Story
Whenever I ask makers about their brand story, I usually get one of two responses.
The first is:
"I don't really have a story."
The second is:
"I don't know where to start."
The funny thing is, both people are usually wrong. Because every maker has a story, and the challenge isn't finding one. The challenge is recognizing it.
☕ Let's Clear Something Up
Your brand story is not your business history. It's not: "I started my business in 2022." It's not: "I sell handmade candles and soaps." And it's definitely not a list of achievements. A brand story isn't about what you make. It's about why it matters. Because customers connect with meaning long before they connect with products.
🕯️ The Story Isn't the Product
Let's imagine two candle makers.
The first says:
"I make soy candles in twelve different fragrances."
The second says:
"I started making candles after struggling to create calm moments in a busy household. What began as a hobby became a way to help others slow down and create space for themselves too."
Both sell candles. But only one shared a story. One describes a product. The other creates a connection.
✨ People may buy what you make. And trust me in this one: they will remember why you make it.
🤔 Your Story Is Probably Simpler Than You Think
Many makers believe their story needs to be dramatic. It doesn't. You don't need to have climbed a mountain. You don't need to have overcome extraordinary circumstances. You don't need a movie-worthy origin story. Sometimes your story is simply:
✔️ A hobby that became a business
✔️ A passion you couldn't ignore
✔️ A problem you wanted to solve
✔️ A creative outlet during a difficult season
✔️ A desire to build something of your own
Simple stories are often the most relatable. Because they're human.
📖 Start With These Questions
If you're struggling to identify your story, start here:
✨ Why did you start?
Not the practical answer. The real answer. What was happening in your life when you started creating?
❤️ What keeps you going?
Running a business is hard. Yet you're still here. Why?
🎯 What do you hope customers feel?
When someone opens your package, lights your candle, wears your jewellery, or gifts your product to someone they love...
What feeling are you hoping to create?
🌱 What do you believe?
Every strong brand stands for something. Quality. Sustainability. Creativity. Connection. Self-care. Community. What matters to you?
The answers to those questions often reveal the story you've been looking for.
🛍️ Your Story Should Appear Everywhere
One mistake I see often is makers hiding their story on their About page. Your story belongs everywhere. It belongs in:
✔️ Social media posts
✔️ Product descriptions
✔️ Market conversations
✔️ Email newsletters
✔️ Packaging inserts
✔️ Website copy
Because your story isn't a page. It's your brand personality.
💡 You Don't Need to Tell the Whole Story
Another misconception? That you need to tell everything at once. You don't.
Your story unfolds over time. One post might share how you started. Another might share a lesson you've learned. Another might show a challenge you're working through. Think of your story as a conversation. Not a biography.
❤️ What Customers Are Really Looking For
Most customers can buy similar products almost anywhere. What they're really searching for is connection. A reason to choose you. A reason to remember you. A reason to come back. Your story creates that reason. Not because it's perfect. But because it's yours. And nobody else can tell it.
🚀 The Bottom Line
Your brand story isn't something you invent. It's something you uncover. It's found in your experiences. Your values. Your motivations. Your journey.
As I often tell my clients:
The strongest brands don't just sell products. They share purpose.
✨ Don't focus on sounding impressive.
✨ Focus on being genuine.
✨ Focus on being memorable.
Because customers may forget what you posted. They may forget what you sold. But they'll remember how your story made them feel.
☕ Need Help Finding Your Brand Story?
If you've ever looked at your About page and thought, "This doesn't sound like me," you're not alone.
Together, we'll uncover the story behind your business and turn it into messaging that feels authentic, memorable, and uniquely yours.
Real Conversations. Smart Business Moves.