I love hearing founders’ stories. It’s fascinating hearing what motivated a person (or persons) to put themselves through the trials and tribulations of founding an organization. There is always some compelling story. A story of a belief or a purpose that sent them on a journey.

I have interviewed a lot of founders over the years. Even in what seemed like a mundane business, there was a passion that compelled that founder. And the story that accompanied that passion was captivating.

Unfortunately, too few of these organizations go through the process of capturing this story and making part of their brand.

The overlooked power of your story

People don’t just want to buy. They want to buy in. This is why sharing a set of beliefs or a purpose is so valuable. People want to feel like their dollars are doing more than just buying products and services. They want to feel like their purchases are also helping to advance something meaningful. Maybe even noble.

Your story can help them feel that way. Here’s why it is so potent.

• You become more memorable because you are reaching into the emotional part of the brain with your story. (By the way, that is the part of the brain that’s also responsible for all decision-making.)

• You become differentiated. Competitors may be able to offer a similar product or service, but they cannot replicate your story. Your story is yours.

• You become more meaningful to those you serve which helps build loyalty. That’s the power of a well-told story.  

Some brands go for years or even, on occasion, decades without making their story an integral part of their efforts. These are middle-of-the-pack brands. They have an offering that is good enough to make them viable. But they are frustrated by their inability to rise above the rest of the pack. 

It’s not until they get serious about their story that they start to separate themselves. It starts by clarifying the story, and understanding why it might be important to a prospect. Then making that story part of what they offer. And, finally, making a plan to consistently share it with all those the brand hopes to serve.

It’s really something to see people react to what you believe or the purpose you pursue. It’s rewarding. In many ways. And it can make you wonder why you waited so long to embrace your greatest asset.