Know your audience:
Always start with the audience. Who are they? What do they care about? What emotional needs can your brand fulfil? Seth Godin’s analogy is a great reminder: people buying a drill bit aren’t after the tool itself. They’re after the sense of satisfaction from a tidy home or the pride in a project well done.
For example, IKEA doesn’t just sell furniture—it sells the promise of stylish, affordable homes that express individuality. Your story needs to address what your audience truly values.
Define your brand’s personality
A brand isn’t just a product or service—it’s a personality people want to connect with.
Ask yourself: If my brand were a famous character, who would it be? Patagonia is an environmental activist—rugged, resourceful, and passionate about sustainability.
Next: List three defining traits of your brand and actions that reflect those traits.
For instance:
- Trait: Resourceful
- Action: Using eco-friendly materials and innovative upcycling processes in every product
By grounding your brand personality in values and actions, you’ll create a consistent and authentic voice
Structure for impact:
Use a storytelling framework like Freytag’s Pyramid or Campbell’s Hero’s Journey. Your customer is the hero, and your brand is the guide that helps them achieve their goals. Show their transformation. For example, Nike’s iconic campaigns focus on the emotional journey of athletes overcoming challenges, with Nike as the enabler. Whether you sell shoes, software, or services, map out how you move your customers from problem to solution, from struggle to success.
What do most founders miss out on when doing this for themselves?
Many founders make their personal story their entire brand story. Both are crucial but serve different purposes:
Founder story:
This is the personal journey behind the business—your motivations, challenges, and key moments. A founder story inspires trust and showcases authenticity.
Example: Sara Blakely founded Spanx after struggling to find comfortable shapewear. Her journey from selling fax machines to building a billion-dollar brand with just $5,000 demonstrates resilience, innovation, and passion. It’s relatable and aspirational.
Brand narrative:
The brand narrative goes beyond the founder. It’s about the company’s mission, values, and impact on its customers and the world.
Example: Spanx’s brand story centres on empowering women to feel confident in their skin. By promoting body positivity and inclusivity, the brand creates a deeper connection with its audience, separate from Sara Blakely’s personal story.
The key is to connect the two stories strategically. The founder story sets the stage, but the brand narrative sustains long-term engagement.
Any examples of founders whose brand stories are on point?
Sara Blakely of Spanx is a gold standard for blending founder and brand narratives.
Her founder story: She openly shares her struggles with uncomfortable hosiery and how she created a solution, making her relatable and inspiring.
The brand narrative: Spanx embodies empowerment, inclusivity, and innovation, focusing on helping women feel their best.
Another great example is Ben Francis of Gymshark.
His founder story: A young fitness enthusiast, he started Gymshark in his garage while working as a pizza delivery boy. His story of hard work, passion, and self-belief resonates with Gymshark’s community of fitness lovers.
The brand narrative: Gymshark’s mission is to unite the conditioning community, celebrating progress over perfection. It’s not just about gym wear—it’s about fostering a global movement of like-minded people.
What are the biggest challenges when putting a brand story together, and how do you overcome these?
Challenge 1: Balancing personal and brand narratives.
Solution: Clearly define the roles of each story. For example, Elon Musk’s founder story is rooted in vision and bold risks, but Tesla’s brand story focuses on sustainability and innovation in transportation.
Always ask: does this story highlight my personal journey, or does it focus on the customer’s needs and the brand’s impact?
Challenge 2: Finding clarity and focus.
Many brands try to say too much at once, which dilutes their message.
Solution: Simplify. Identify one core message you want your audience to remember. For example, Apple’s brand story boils down to “Think Different.” It conveys innovation, creativity, and breaking norms in just two words.
Example: A wellness startup might focus its brand story on creating moments of calm in chaotic lives rather than trying to cover every benefit of its products.
Challenge 3: Connecting emotionally.
Sometimes, the story feels flat because it doesn’t address what the audience cares about.
Solution: Use customer stories. Highlight how your product transformed someone’s life. For instance, Dove’s “Real Beauty” campaign shared authentic stories from women, making its brand mission—redefining beauty—feel personal and impactful.
How do people find you if they want to get in touch to know more?
Connect with me on LinkedIn: https://www.linkedin.com/in/imogenshort/
Written by Imogen Short.
Imogen Short has launched The Narrative Edge, a must-read newsletter for female leaders and female-founded brands. Subscribe to gain access to expert insights, practical storytelling tools, and actionable advice to craft a powerful personal story and brand narrative that truly resonates.
