how to tell your brand's origin story
DESCRIPTION
For your customers to decide if they like you, trust you, and if what you have to offer is worth their time, you need to start with your story. And sometimes, the best story to share is your origin story - the how you got here and why you can be trusted. Kay Fabella, Brand Storyteller and Marketing Consultant shares some easy questions to find and tell YOUR origin story.TRANSCRIPT
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How to Tell Your Origin Story
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Google started with !two nerds in a Stanford dorm room,
pizza, and an algorithm.
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Nike started with a handshake, $500, !and the name Blue Ribbon Sports.
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Starbucks was one single store !tucked away in Seattle’s historic !
Pike Place Market.
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Before these brands !became household names, !
they each had !an origin story !
of how they started.
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We can’t help but love the underdog.
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We are hard-wired for the story !of how David triumphed over Goliath.
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We want to know how !you and your brand came to be.
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Your audience needs to trust you !before they can take a chance on
what you have to offer.!!
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And that’s where your !origin story comes in.!
!
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By sharing who you are and where you’ve come from…!
!
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You can build that trust.
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This is especially true when!you are trying to do something !completely new and different
with your brand.!!!
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!Without a familiar reference point, !
your audience will struggle with !how to place you and understand you.!
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!But when you ground your idea in !what they already know to be true, !
you give your audience a sense of security, !and ensure your credibility.!
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Think about it…!!
What kind of reaction !would you rather have !from your audience? !
!
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Whoa, this idea is way too out there
for me…
OK, I’m lost… what is this person even
talking about?
There’s a million of these out there
already, why are you making another one?
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OR!Do you want your audience!
to walk away saying !something like this…? !
!!
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I get why you are doing this!
OK, I can see why you are going to be
amazing at this!
I can hear why you have something to say on
this, and I believe you!
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Whenever you are trying to do something new or different !anchor it in something your audience is familiar with.!
!!
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!Your origin story is your place
of true credibility.!
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!When you explain !why you started, !
your audience will see !your motivation is !
honest, worthy, and true.!!!
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Your origin story is !easier to write than !you think! !!Here are a few !questions to get you started…
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Your Roots
What is it in you, your family, or your history that led you to create this idea?
What is the heritage or lineage you come from?
What path do you come from and how did it lead you here today?
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Your Mo<va<ons
What mo<vates you to do what you do?
Why are you mo<vated to do this more than anyone else?
How can you prove to your audience that your mo<va<ons are genuine and authen<c?
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Your Convic<ons
What are you ready and willing to fight for?
Why is what you are doing so personal to you?
What problem will this help solve, so that your audience no longer has to worry about it?
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Your Tribe
Which tribe are you doing this for? Will they care?
Which worldview are you speaking to?
How can you make them believe you?
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Your Experience
What life experience can you draw upon that jus<fies you crea<ng this idea?
What unique wisdom or perspec<ve can only be offered by you?
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So how do you tell !your origin story?
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It all starts with !finding all of the things !that make you unique!
and learning how to tell it to your audience effectively.
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And if you are struggling to find !what that origin story is…
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