It's often difficult for marketers to communicate the ethos of a brand just through typical ads. This is where a founder's story comes in handy. A founder's story stands out by sharing the ideas, challenges, and passion behind a business and inviting the audience to join the journey.
Here are some tips to help yours stand out.
4 Expert Tips for Creating a Distinctive Founder's Story
1. Keep It Short, Memorable, & Easy to Endorse
Storytelling is an art, but you don't need to be an expert to do it right. The best way to make the story memorable and easy to endorse is to make it personal. If the audience can connect with the founder and their story, they'll engage more. Keeping it short and sweet goes hand in hand with this since the one emotion you don't want your audience to feel is boredom.
TOMS does a great job of keeping it short while still managing to communicate the company's humanitarian origins.
2. Be Honest & Express Gratitude
Honesty is the best policy, giving your story the genuine tone it needs. The story should share the founder's raw emotions throughout their journey—especially their gratitude to those who continued to support the business through challenges (such as the employees, customers, investors, and partners).
Chipotle's story is one of being honest with their customers and especially grateful to their employees.
3. Make It Relevant
When composing the story, make sure to keep it relevant to the brand and the audience. Don't stray from the main storyline unless necessary. Sticking to the point will bring out positive emotions in the audience, especially if you're targeting something they're passionate about too.
Warby Parker, for example, addresses the pain point of expensive eyewear, as it's the very reason the founder started the company.
Most importantly, the founder should share what motivated them to start the business and what the beliefs, vision, and mission that drives them are. Describing these details briefly will give your audience a better understanding of how they can fit into the brand's vision.
SoulCycle is genuine and isn't afraid to share what drives them, which does a great job of attracting those who can relate.
» Interested in interactive marketing? Take a look at the best interactive marketing tools and strategies
Final Thoughts
While it may seem daunting at first, all you need to make your story stand out is just sharing your journey in a genuine, relevant, and positive way. Your brand's unique approach will inspire the audience and give them something to think about.
