Writing Brand Stories That Set You Apart

𝗕𝗲𝘆𝗼𝗻𝗱 𝗣𝗿𝗼𝗳𝗶𝘁𝘀: 𝗛𝗼𝘄 𝘁𝗼 𝗖𝗿𝗮𝗳𝘁 𝗮 𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗼𝗿𝘆 𝗧𝗵𝗮𝘁 𝗦𝗵𝗶𝗳𝘁𝘀 𝗖𝘂𝗹𝘁𝘂𝗿𝗲 🔵 𝗬𝗼𝘂 𝗱𝗼𝗻’𝘁 𝗯𝘂𝗶𝗹𝗱 𝗺𝗼𝘃𝗲𝗺𝗲𝗻𝘁𝘀 𝘄𝗶𝘁𝗵 𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝘀. 🔵 𝘠𝘰𝘶 𝘣𝘶𝘪𝘭𝘥 𝘵𝘩𝘦𝘮 𝘸𝘪𝘵𝘩 𝘴𝘵𝘰𝘳𝘪𝘦𝘴 𝘵𝘩𝘢𝘵 𝘴𝘩𝘢𝘬𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘶𝘱, 𝘮𝘢𝘬𝘦 𝘵𝘩𝘦𝘮 𝘵𝘩𝘪𝘯𝘬, 𝘢𝘯𝘥 𝘱𝘶𝘴𝘩 𝘵𝘩𝘦𝘮 𝘵𝘰 𝘢𝘤𝘵. The biggest brands don’t just sell stuff — they stand for something bigger. They shape conversations, change perspectives, and spark real-world change. So, how do you craft a story that doesn’t just connect but ignites a movement? 𝟭. 𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝗿𝘂𝘁𝗵: 𝗜𝘁 𝘀𝘁𝗮𝗿𝘁𝘀 𝘄𝗶𝘁𝗵 𝗽𝘂𝗿𝗽𝗼𝘀𝗲. Not just making money, but a cause worth fighting for. Look at Patagonia. They don’t just sell outdoor gear. They’re fighting for the environment. Your brand’s “big why” should connect to a universal problem people really care about. 𝟮. 𝗡𝗲𝘅𝘁, 𝗶𝘁’𝘀 𝗴𝗼𝘁 𝘁𝗼 𝗯𝗲 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹. People don’t buy from companies. They buy from the people behind those companies. Share your stories — the struggles, the wins, the moments that shaped your mission. When Yvon Chouinard launched Patagonia, it wasn’t about clothes. It was about protecting the planet he loved to explore. 𝟯. 𝗧𝗵𝗲𝗻, 𝗽𝗿𝗼𝘃𝗲 𝗶𝘁. Words aren’t enough. Actions matter more. Align your practices, partnerships, and initiatives with your mission. Show people you’re committed — not just talk. 𝟰. 𝗔𝗻𝗱 𝘁𝗵𝗲𝗻, 𝗶𝗻𝘃𝗶𝘁𝗲 𝘆𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝘁𝗼 𝗷𝗼𝗶𝗻 𝘁𝗵𝗲 𝗺𝗼𝘃𝗲𝗺𝗲𝗻𝘁. A movement isn’t a monologue. It’s a conversation. How can they get involved? What actions can they take today? Create spaces for dialogue, participation, and advocacy. 𝟱. 𝗧𝗲𝗹𝗹 𝘀𝘁𝗼𝗿𝗶𝗲𝘀 𝘁𝗵𝗮𝘁 𝘀𝗽𝗿𝗲𝗮𝗱. Use visuals, real customer stories, and data that inspires. Make your message shareable — because inspired people share things that matter. 𝟲. 𝗙𝗶𝗻𝗮𝗹𝗹𝘆, 𝘀𝘁𝗮𝘆 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁. Movements don’t happen overnight. They’re like a snowball rolling downhill — gaining speed and size. If you stay true to your message and keep pushing forward, your movement will grow. Trust takes time, but it’s the only way real change sticks. My final thought? Brands that create real impact don’t just sell products — they shift mindsets and spark action. And it doesn’t matter if you’re a start-up or a giant. Your brand can lead the next big movement. Are you ready to make it happen? Because the world’s waiting for your story.

Want to see brand storytelling done right? Etsy’s 20th anniversary "What it Takes"  campaign reminds us that being original, human-centric, and true to your values builds trust *and* stands out. Let's break it down... Devoid of traditional (and expected) branded flair, the campaign shifts attention to the creators—the users—and what it takes to produce the one-of-a-kind items that fill the marketplace. Instead of focusing on the highly-visual products, this quiet tribute celebrates the power of originally, the need for human connection, and the richness of craft through telling the stories of three makers. As Etsy CMO Brad Minor put it, this is about “celebrating originality” in a world that often prioritizes convenience. I often advise that content should educate, inspire, or entertain. This hits all three. Through a mix of in-person events, social video, and UGC, the campaign (by Orchard) successfully humanizes an otherwise intangible online space. In a great breakdown for DesignRush, Roberto Orosa surfaces three key lessons: 1. As mass production and AI-generated products grow more common, shoppers are increasingly drawn to brands that feel human and handmade. 2. By showing the hard work behind creativity, the platform shifts the narrative from product to process. 3. It’s one of the cleanest examples of how brand storytelling can focus not on what’s being sold, but on why it matters. 🌟 Takeaway: As trust becomes the biggest currency in brand-building, stories about your people, your purpose, and your process ensure you’ll never run out of original ideas. See the Etsy “What it Takes” campaign in action: https://lnkd.in/gSE4HYJ2 Full article via DesignRush: https://lnkd.in/gmFTzYDz Video credit: https://lnkd.in/g4rtY_cw

Branding is a first impression with a handshake When you first meet someone, if the conversation ends with your title and what you do, you won’t be remembered. You should share experiences and stories that show who you are. Here’s how I’d communicate your story 🧵 Start with your origin story Maybe it was a problem you faced that had no solution, or a passion that grew into a business. Remember those early days and the spark that started everything. Share the challenges and wins you faced along the way. When I started my agency, I wanted to help businesses navigate digital marketing. I remember working late nights, learning everything I could about the industry, and facing setbacks that made me question if I could pull it off. Each challenge only made me work harder. What are the principles that guide your business? These values should be in every aspect of your story. If customer service is your bread and butter, share stories of going above and beyond for clients. We believe in clear, honest communication with our clients. When a campaign didn’t perform as expected, we had an open conversation with the client and analyzed what went wrong. This honesty not only saved the relationship but also built deeper trust. Your story should highlight the impact you’ve had on your clients. Share specific examples of how your work has made a difference. These stories don’t just showcase your expertise—they show your commitment to your clients’ success. A great brand story connects on an emotional level. Go past facts and figures. You need to make your audience feel something. Whether it’s hope, excitement, or a sense of belonging, your story should create emotions that align with your brand. Your brand story should be consistently reflected in all your website communication and your social media. Look at this as an ongoing dialogue with your audience. We regularly share behind-the-scenes looks at our projects, client success stories, and personal reflections. Communicating your brand story is about living and sharing a narrative that connects with your audience. Start with your origin, highlight your values, showcase your impact, and always strive to connect emotionally. Be consistent and genuine, and your story will resonate. In the end, your brand story is what sets you apart. It’s the unique journey that only you can share. Take the time to craft it well and share it widely. Your audience is waiting to connect with the real, authentic you. Follow me at Kody Nordquist for more insights on business growth and storytelling.