5 Blueprints for Your Brand's Story
Investors like a good story, like everybody else.
By Kirsten Ott Palladino • Apr 14, 2016

Opinions expressed by Entrepreneur contributors are their own.
You've got a great product. Or service. Or both. Your packaging, website and tagline are cohesive. That's not enough. To be a brand, you need to have a story. As a 'trep, you may feel your founding tale, the one that literally gets you out of bed in the middle of the night, is unique. It may be. But your brand's story needs to take that personal background and combine it with your company mission to make customers and investors listen. We deconstructed five of the most universal stories brands tell, with some advice on how to use them to write your brand's next chapter.
Story 1: "The old way had to change."
It used to be enough to be the fastest, the cheapest, some kind of -est. Now companies talk in terms of disruption -- an overused buzzword, without question, but there's a reason this story is so sticky. "To be a disruptor, you have to maintain driving speed of the process and get the formula right," says Clark Howard, best-selling author of Living Large in Lean Times. You're saying that your way of doing things is so spot-on, it changed the competition. That's a powerful endorsement. Consumers always like a leader.
Continue reading this article — and all of our other premium content with Entrepreneur+
For just $5, get access to a ton of exclusive content and resources that will help grow your entrepreneurial mindset. You’ll find:
- Exclusive content from our network of today’s leading CEOs and business strategists
- Receive our flagship Entrepreneur Magazine - free!
- No more ads, and get access to the Entrepreneur+ homepage
- Free E-books written by our staff and other industry thought leaders