FIND YOUR BRAND IN YOUR STORY

When a business is born, it doesn't pop up out of thin air.  It's created from a passion, from a spark, from a need.  It happens in that moment when you're hit with your brilliant idea, or when you're at a cross roads and you want a change.  Maybe it's a day when you realize the world is missing something and you have all the answers, or a time when you have no other options.  Whatever it may be, these monumental moments are the first pages to your business story.  And this particular story is one of the most important assets when branding your business.  After all, a great brand is a story well told. 

Image from www.bookclubnook.com

I recently came across a candy company called, UNREAL that has a story we can all relate to.

IT TOOK A QUESTION FROM A 13 YEAR OLD......
The morning after a night of trick-or-treating, Nicky woke up to find that his dad had confiscated most of candy. Angry, Nicky set out to do some research and prove to his dad that candy isn’t so bad for you. Nicky knew, of course, that candy wasn’t good for you, but he didn’t know just how bad most candy is. Nicky learned that the worst parts of candy, stuff like partially hydrogenated oils, corn syrup, artificial colors, flavors, chemical preservatives and loads of sugar (“the junk”) aren’t there to make it taste better. They’re there to make candy cheaper to produce and last longer on shelves.  Nicky had a hunch that, without the junk and so much sugar, candy could taste even better. And if he could show that candy could be unjunked, maybe other companies would pay attention and unjunk their candy. With the help of his dad and his older brother, Kris, he set out to prove his idea right.

Reading their story certainly makes us all think about the battle of candy.  But it's also inspiring and reaches audiences on a whole other level.  Their need to find better options makes their target audience think about what they are consuming.  They are pinpointing the problem and providing the answer.    

So when it comes to your own story, think about where you are and how you got here.  Then ask yourself some questions.  

• What can you take from your personal story that will reach your target audience?
• What was the need you were trying to remedy?
• How does your story effect your business message?
• How can you incorporate your story into your marketing and packaging?

So take a trip down memory lane and find your brand in your story.  

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