Your business’ story creates a powerful emotional connection between your company and its customers and employees. People remember stories, not ads. So sharing your story with customers can help increase customer loyalty and build excitement about new products. Employees who connect with a company’s story often feel a stronger sense of purpose, like they are part of something big, which helps improve employee retention rates. The best thing is, writing your company’s story is one of the easiest parts of small business branding.
Consider starting by writing a mission statement for your company, if you don’t already have one. A mission statement explains a company’s purpose. It’s like the foundation of your business story, so focusing on it as you write helps keep you on track. When you write your mission statement, consider these questions:
- Who are you?
- What do you do?
- Why do you do it?
To make writing your business story easier, consider breaking up your story into three separate parts: your company’s past, present, and future. You also might want to create a short outline that has a few fun facts and antics for each section, including your future goals for your business. This way you don’t accidentally overlook important facts.
As you work your way through each section, you should make sure everything you write relates back to your customers. For example, a brand story for a restaurant that uses all-natural ingredients might say something like, "I opened XYZ restaurant with one goal in mind, to provide people with healthier meal options" instead of something like "In 2016, I opened XYZ restaurant because I’m really passionate about cooking with all-natural ingredients."
When you’re finished, you have a few paragraphs that tell the story of your business and its purpose. Consider sharing it on your website and your product packages. And use it to spark ideas for future marketing campaigns.