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Discovering Your Brand's Core: The Foundation of Your Story

Updated: Apr 4

Article 1 - Bringing Your Brand Story To Life

"There is no greater agony than bearing an untold story inside you." – Maya Angelou 


Believe it or not, in the heart of every successful brand lies a compelling story, one that resonates deeply with its audience, differentiating it in the crowded landscapes of websites and social media platforms. But the question is, “how do you uncover the essence of your brand's story?” It starts with a deep dive into the core of your organization, peeling back the layers, becoming transparent, in order to discover what truly sets you apart. 


What Does Your Brand Stand For?

Whether you are a small business, non-profit organization, or large corporation, your story and the way you tell your story matters.  

Your journey must begin with understanding the foundational elements of your brand. Defining your distinctive brand traits is a great place to start. Who are you at a core level and what do you want your audience to understand about your organizational “personality”? Values are the guiding principles your brand lives by and are crucial to understand internally, and present to your audience in a creative and compelling way. Your mission, or your brand's purpose, and your vision, both short- and long-term, must be well understood internally so it can be presented externally and be an integral part of your story. Ask yourself: 

  • What beliefs and values inspired the creation of your brand? 

  • Why does your organization exist beyond making a profit? 

  • What future are you trying to create for your customers, community, or the world? 

Allocate some time for a brainstorming session. Write down your thoughts on these questions and look for patterns or recurring themes. These insights will form the cornerstone of your brand's story. Remember, the more authentic you can be, even to yourself through this process, the more your story will resonate with your audience. 


Your Brand's Origin Story 

Every brand has an origin story, a narrative that shares how and why it was created. This story is a powerful tool to connect with your audience on a human level. Don’t try to be too professional or too business-like. Be real, be open, be yourself. Your story, your REAL STORY matters!  

To craft your origin story, consider the following: 

  • What sparked the idea for your business or organization? 

  • Were there any significant obstacles you overcame to get where you are today? 

  • How have your initial vision and values shaped the journey of your brand? 

Dig in and capture your organizations traits, values, mission and vision. This blueprint will be the foundation upon which all your storytelling efforts are built, ensuring consistency and authenticity in how you communicate with your audience. 


Understanding the core of your brand is the first step in telling a story that captivates and engages. By aligning your narrative with the foundational elements of your brand, you will create a strong, consistent message that resonates with your audience, laying the groundwork for a lasting relationship. 


Stay tuned for our next article in this five-part series, where we'll explore how to connect with your audience by crafting stories they care about. In the meantime, take the insights from this article and begin reflecting on how they can shape your brand's narrative. 


If you would like assistance in bringing your organization’s story to life, schedule a discovery call with our creative team!  

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