When a brand appeals to you, it’s because you love its story.

Your story is the key to your brand. As it’s your experiences that build your brand. When you like a brand, it’s usually because you like its story, as it makes you feel connected.

Last week, I discussed your brand beliefs. And in the weeks that followed, I referred to all the elements that make up the culture –purpose, vision, passion, and finally the values of your brand. So your story is the last piece of your brand culture.

Your story is the magnet of your brand. Through history, you will be able to create an emotional link with the person you are speaking to. Our past experiences are always filled with setbacks and successes along the way. And those are stories that convey emotions.

When my clients tell me their stories, I generally feel more engaged with them because a connection is made. The brand suddenly humanizes, I find behind the product, someone who tells me their moments of joy and sorrow.

My story also refers to ups and downs. I have worked in the publishing world, and as you know, that world has progressively disappeared and gone digital. The change was hard to cope with. I suddenly found myself lost. Supposed to start from scratch. I felt very burdened for a time. It wasn’t until I finally understood my fundamental values and gave them the importance they deserved, that my path began to take shape.

Do you know what prompted you to start when you made the decision to create your brand?

Being an entrepreneur is an emotional roller coaster. Through our experiences, we have become stronger and braver, and have decided to embark on a world in which we are free to create the life we want despite the difficulties. Now, of course, your story is a magnet for your client!

Steve Jobs and the Apple Story