For Subscribers

5 Blueprints for Your Brand's Story

Investors like a good story, like everybody else.

By Kirsten Ott Palladino • Apr 14, 2016

Shutterstock | Enhanced by Entrepreneur

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

Related Topics

Editor's Pick

Have More Responsibilities at Work, But No Pay Bump? Use This Script to Get the Raise You Deserve.
Black and Asian Founders Face Opposition at All Levels — Here's Why That Has to Change
Business News

Frontier Airlines Just Announced Its All-You-Can-Fly Summer Pass for $399. What's the Catch?

As travel begins to pick up, the airline hopes unlimited travel will jumpstart its business.

Business Plans

How Startups and Investors Can Thrive in the Current Economic Environment

Despite the bad news in today's economic environment, startups must refine their business strategy, and VCs must take advantage of less competition to invest.

Leadership

How to Be An Accountable Leader During an Age of Layoffs

If you are a leader, you eat last. Here's how to lead by example during economic uncertainty.

Growing a Business

6 Ways to Continually Grow Your Business Without Going Insane

This guide will help you create a successful, sustainable business that will provide long-term growth and profitability. Discover how you can take your business to the next level by reading on.