Why are you doing this
Most people assume businesses only care about money. Unfortunately, they’re usually not wrong. So if you want anyone to care about yours, you need to give them a better reason. That’s what a Brand Story is for.
It’s not a mission statement. It’s not copy for your website. It’s a note to yourself. A way to stay clear on what your business is for and why it matters. It helps you avoid slipping into vague promises or borrowed lines. It gives you something solid to fall back on when someone asks what you do and why.
There is a simple structure. Use plain language. Don’t try to sound clever. Just explain what’s going on, why you care, and how you help.
- What problem does your customer have
Start with what’s actually happening in their world. What’s difficult. What’s annoying. What keeps getting in the way. Be specific. Think about what they would say out loud. Not what sounds good in a strategy deck. If you get this part wrong, the rest won’t matter. - Why do you care
Most businesses don’t have an answer to this. But this is the bit that makes your story believable. There has to be a reason beyond profit. Maybe you have been through the same problem yourself. Maybe you’re tired of seeing people struggle with it. Either way, it should mean something to you. If it doesn’t, people will know. - How do you help
Explain what you actually do. No slogans. Just the direct benefit. If you make something easier, say that. If you save people time, say that. Be clear. Just tell the truth.
Example Brand Story (Public Speaking Coach)
My clients are usually terrified of public speaking. It holds them back in their careers. I used to have the same fear and even had panic attacks. Now I coach people through it. The process ends with them doing a stand-up routine in front of 50 strangers.
That works because it’s specific. It tells you what the problem is. It shows why the coach cares. And it describes what actually happens. It doesn’t try to sound impressive. It just explains the journey from start to finish.
Once you’ve written your own, print it out. Keep it somewhere visible. Look at it whenever your messaging starts to drift. Use it when you are briefing a designer, writing a pitch, or preparing to talk about your business.
If it no longer feels accurate, rewrite it. If you can’t write it at all, take that seriously. It may mean the business needs more thought.
This is not about being inspiring. It is about being clear. People make decisions quickly. They can tell when something is real. They can also tell when it isn’t. The more direct you are, the more likely they are to trust you.
You’re allowed to want to make money. Just give people another reason to choose you. And be able to explain it in plain English when they ask.