We All Love a Good Origin Story

Why You Should Tell Your Brand’s Origin Story and How to Do It

Every brand has its origin. From the garage of Jobs and Wozniak, the effortless “Jumpman” logo of Air Jordans, to Marvel’s Natasha Romanova’s (AKA Black Widow’s) road to redemption, roots are what pave the way to success and permanence.

A compelling origin story is the DNA of your brand’s identity. It gives your audience insight into why you started, what you stand for, and why you do what you do. They help you connect more deeply with your audience, fostering trust and understanding.

While a foundational tale should always include branding and SEO tactics, telling your brand’s origin story is a strategic masterpiece that, when crafted with care and shared with passion, elevates a brand from vendor to an enduring protagonist in the grand narrative of your audience's everyday lives.

Here's why telling your origin story is pivotal to your brand's success and how you can masterfully craft one.

Crafting Your Narrative: The Art of Storytelling

Did you know Reuben Mattus, the creator of Häagen-Dazs Ice Cream, came up with the name while sitting at the kitchen table for hours saying nonsensical words until he came up with a combination he liked? He was on a quest for an ice cream name that was Danish-sounding but easy on the phonetics.

You can chronicle the facts from how you got started and where your brand is now, and try to remember that eureka moment that sparked your brand's inception, even when it's as silly as repeating gibberish nonsense in the kitchen for hours. Narrate the journey—the highs and the lows, the setbacks, and the victories. Use vivid, sensory language to bring your story to life, making it an immersive experience for anyone who interacts with the brand.

Differentiation Through Authenticity: Stand Out in the Crowd by Evoking Emotion

A well-told origin story does more than inform; it evokes emotion. A 2018 Sprout Social survey found that 57% of consumers will spend more with a brand they feel connected to. One excellent example of this is the story behind the creation of Bumble, a dating app designed for women. Whitney Wolfe Herd, the former Head of Marketing and Co-Founder of Tinder, faced severe online criticism after stepping down amidst a scandal. However, she turned this experience into a positive one by creating a female-only social network that emphasizes compliments and encourages women to initiate conversations with potential dates. This unique backstory is exclusive to Herd and has created a niche legacy that resonates with audiences who aspire to be part of it.

When customers feel joy, inspiration, or even a shared sense of struggle, they're more likely to develop a deep loyalty to your brand. Emotional connections are the seeds from which customer loyalty blooms.

SEO and Your Origin Story: A Symbiotic Relationship

Now, let’s get technical with the how-to.

Now, let’s get technical with the how-to. We all know that content is king. However, to effectively engage an audience, it must be strategized with keyword-optimized storytelling. Incorporating relevant keywords into your origin story not only enhances visibility on search engines but also ensures that when people are searching for a connection, they find your brand.

The Ripple Effect: Sharing Your Story Across Platforms

An origin story shouldn't be confined to just one page on your website. Share it across platforms, from social media to email newsletters. Each platform offers a unique opportunity to expand the reach of your story, engaging with different segments of your audience where they are most active.

Make Your Audience Heroes With a Call to Action

After captivating your audience with your origin story, invite them to take the next step. Whether it's to browse your products, sign up for a newsletter, or follow you on social media, a clear call to action (CTA) is crucial. It turns passive readers into active participants in your ongoing story.

Measuring Impact: The Narrative's Success

Your origin story's impact can be measured through both qualitative and quantitative means. Monitor engagement metrics like time spent on your story's page, shares, and comments to gauge emotional resonance. Additionally, keep an eye on conversion rates and customer retention to measure the tangible business impact.

Continuous Evolution: Your Story Is Never Over

Your brand’s origin story will evolve as your brand grows. Update it regularly to reflect new achievements and milestones. This continuous narrative keeps your audience engaged and boosts your content's freshness—a factor that search engines favor.

As a quintessential element that shapes the identity and relatability of a company, an origin story is the foundation narrative that can humanize your brand, foster customer loyalty, and set you apart in the digital marketplace.

Elizabeth Roan