Think of your brand as a freshly planted sunflower seed. That seed needs the right conditions to thrive: sunlight, water, and good soil. Over time, it plants its roots, stretches upward, and blossoms, drawing the attention of bees, butterflies, and even the occasional chipmunk.

This is exactly what a strong brand story does for your business.

Discovering your roots, unearthing your story, and nurturing your brand will attract aligned audiences to your business. These are the people who connect with your story and are eager to be a part of your world.

As we dig deeper into brand story, you’ll learn why it’s so important to businesses and how to cultivate yours so that your brand flourishes like a sunflower – strong and vibrant.

Let’s start with defining what a brand story really is.

What Is A Brand Story?

When you think of what makes a brand story, it’s easy to mistake it for a simple timeline of your business. But it’s so much more than that – it’s the soul of your business.

Your brand story isn’t about where your business came from. Your brand story is about why your business exists in the first place and how it moves through the world. It’s the why, how, and who of your business weaved into your vision, mission, values, and brand personality to connect with your audience on a personal level.

‘Cause business is personal.

Why Does Your Brand Story Matter?

Every entrepreneur has their own unique reason for starting their business (here are mine!). This reason is what fuels your passion and why you wake up every day to do what you do! When you weave this story into your brand, both you and your audience will feel more connected to your business. But don’t just take my word for it! Here’s the research on why brand stories help businesses grow:

Humans are hardwired to love stories. We become invested in characters, we share their emotions, and our brains release oxytocin (aka the trust hormone).
Conversations are story-based. Gossip and storytelling take up 65% of our conversations with each other!

What does this mean?

It means if you have a strong brand story that resonates with your audience, you’ll be talked about, remembered, and trusted.

How Do You Grow A Strong Brand Story?

Uncovering your brand story is one of my favourite parts of branding. It’s an opportunity for me to learn why you started your business, the difference you want to make, and the pieces of your life you want to include in your brand.

My process for understanding your story is straightforward – I listen to you.

From your initial intake form to your branding questionnaire to our first call, I ask questions to help you reflect on your business and share important details with me. Questions like, ‘What’s the meaning behind your business name?’ and ‘How do you want your customers to feel?’

You’d be surprised at how many tidbits of info you’ll share with me without even realizing you’re telling your brand story! After hearing your passion, I pick an overall concept that reflects your story and weave personal details into your logo, typefaces, patterns, and even colour palette names.

This deep dive into your story helps me capture the essence of your brand and ensures every design element feels genuine to you and the way your business operates.

Questions To Ask To Grow A Strong Brand Story

Not everyone has the chance to work with an expert to bring those important moments to life in your brand. So, if you’re trying to uncover your brand story on your own, here are a few questions to start with:

Why did you start your business in the first place?
What challenges have you overcome?
Who are your clients and how do you help them?
Why do your clients come to you?
What do you care about beyond selling products + services?
What do you offer that’s different?
What do you want to be known for?

You can also download my freebie – A Guide To Your Brand Values – to help you uncover your brand roots and incorporate your values into your business operations, offerings, and communication.

Download

Weaving Your Brand Story Into Your Design

While your values, mission, and story are the roots of your brand, think of your design and messaging as the petals that capture attention and make your audience feel.

For example, in my logo, I included a daisy. Why? Because daisies symbolize peace and positivity, reflecting the friendly, caring vibe I want my brand to convey. This small detail may not be obvious to everyone, but it’s meaningful to me and the people I connect with.

If you see your story in your branding, you’ll be more excited to share it with the world. Which is why I love incorporating details that connect deeply with my clients, even if they’re subtle.

Take Sayge Marketing, for instance, a Solopreneur Sprint client. The founder chose the name to evoke the idea of ‘sage’ advice and ‘say’ emphasizing communication (aka marketing!). We highlight these concepts in the name by subtly connecting the ‘a’ and ‘y’. Their brand colours – Sage Green, Ocean Blue, and Stone – reflect the founder’s East Coast roots, bringing a piece of her personal history into her brand’s visual identity.

Then there’s Morice Contracting. Morice Contracting is named after a river that the founder’s family fished for many generations. Which is what we honored by creating a river icon in the letter O of their logo. Their brand colours were also inspired by the materials they work with outdoors, with names like River Blue, Maple Orange, Pine Green, and Metal Black.

When we work together, your design elements aren’t plucked out of thin air. They’re intentionally chosen to tell a part of your story to help anyone who interacts with your brand, get a hint of who you are and what you stand for.

Growing Strong With Your Brand Story

Just like a sunflower needs time and care to grow strong, so does your brand story. It won’t come to you overnight and you may need an experienced green thumb (or designer brain) to help it bloom.

When you’re ready to uncover your brand story and weave it into your business’s identity, then explore Kind Nature Creative’s services to see how we can work together!

If you’re a solopreneur looking for a quick but professional brand, then check out Solopreneur Sprints.

If you’re an established business owner needing an in-depth and custom design, then Custom Branding is for you!

Bud To Bloom: Grow Your Brand Story As Strong As A Sunflower