Blog Post | Feb 27, 2024
Every Business Has an Origin Story, and It Can Be Your Marketing Superpower
Storytelling in marketing is an effective way to connect with customers. Developing your brand’s ‘origin story’ is a way to humanize your brand and drive deeper engagement. Here’s how to uncover yours and turn it into your marketing superpower.
Thanks to the popularity of superhero-driven movies and popular culture, we’re all familiar with the phrase ‘origin story’: it’s the back story or crystalizing event that makes your favorite superheroes (or villains) who they are, and it’s become a popular and successful storytelling device. Here are a few you probably know…
For Peter Parker, it was a mutant spider.
For Bruce Wayne, it was the relentless drive to avenge his parent’s murder.
For SPANX founder Sara Blakely, it was a profound hatred for the seamed foot found on women’s pantyhose.
And as you may have guessed from the third example, origin stories aren’t just limited to movies! An engaging brand myth can be your superpower, giving you an intriguing way to hook your customers that can also be leveraged for content throughout your marketing.
A Few of the Reasons Origin Stories Captivate Us
As a marketer, you already understand that facts and data don’t really motivate your customers, but storytelling does. When we say storytelling, we don’t mean, “Once upon a time…” but putting your customer at the center of a narrative about what you can do for them, and having a cohesive thread that runs through your marketing. Creating a memorable origin story can be a powerful way to humanize and differentiate your brand, deepening engagement between you and your customers.
Another benefit of the origin story is that it allows marketers to show, rather than tell, their brand’s values. Here’s the enduring myth behind Apple: a few guys who ‘think different’ about tech started a company in a nondescript suburban garage in one of their childhood homes. Apple was not the first to market with a ‘garage’ origin story, but it served the then-young company exceptionally, telegraphing vision, tenacity, and a sort of benevolent mutiny against the status quo that resonated with and captivated people. As many as 87% of consumers crave meaningful relationships with their brands, and a story showcasing your company’s values can have a huge benefit.
Your About Us Page is a Great Place to Start
The most obvious place to showcase your origin story is on the About Us page of your website. According to one recent study, it’s the first thing 52% of respondents wanted to see when visiting a new website for the first time, so it’s a highly public-facing and prominent page that should be accessible through your top nav or footer. (And if it’s not…that’s a story for another time!) Then, you can create social content that drives back to that page. An abbreviated version of your origin story can also be included in brochures and other collateral.
Discover Your Origin Story
For a powerful and engaging origin story, go beyond “Brand XYZ has been making products since 1973 and now has over 500 employees.” Think about “a-ha!” moments in your company’s history. Your origin story could be as simple as, and similar to, SPANX: there was a lack in the marketplace, so your company stepped in to fill it with the best product possible. Or consider Starbucks, which started as a little neighborhood shop run by passionate coffee lovers devoted to providing their community with great coffee…and an enterprising entrepreneur found it and thought it needed to be shared with the whole world.
Don’t be intimidated or discouraged! Your origin story doesn’t have to be quirky or heroic, but it should be consistent, authentic, and, above all, honest.
We Can Help You Bring Your Story to Life
You know your brand better than anyone, and as experienced marketers, designers, and content creators, we know how to tell a great story. We’d love to hear what makes your story unique! We can also share success stories about how we help businesses like yours build stronger brands and reach more customers.
For Peter Parker, it was a mutant spider.
For Bruce Wayne, it was the relentless drive to avenge his parent’s murder.
For SPANX founder Sara Blakely, it was a profound hatred for the seamed foot found on women’s pantyhose.
And as you may have guessed from the third example, origin stories aren’t just limited to movies! An engaging brand myth can be your superpower, giving you an intriguing way to hook your customers that can also be leveraged for content throughout your marketing.
A Few of the Reasons Origin Stories Captivate Us
As a marketer, you already understand that facts and data don’t really motivate your customers, but storytelling does. When we say storytelling, we don’t mean, “Once upon a time…” but putting your customer at the center of a narrative about what you can do for them, and having a cohesive thread that runs through your marketing. Creating a memorable origin story can be a powerful way to humanize and differentiate your brand, deepening engagement between you and your customers.
Another benefit of the origin story is that it allows marketers to show, rather than tell, their brand’s values. Here’s the enduring myth behind Apple: a few guys who ‘think different’ about tech started a company in a nondescript suburban garage in one of their childhood homes. Apple was not the first to market with a ‘garage’ origin story, but it served the then-young company exceptionally, telegraphing vision, tenacity, and a sort of benevolent mutiny against the status quo that resonated with and captivated people. As many as 87% of consumers crave meaningful relationships with their brands, and a story showcasing your company’s values can have a huge benefit.
Your About Us Page is a Great Place to Start
The most obvious place to showcase your origin story is on the About Us page of your website. According to one recent study, it’s the first thing 52% of respondents wanted to see when visiting a new website for the first time, so it’s a highly public-facing and prominent page that should be accessible through your top nav or footer. (And if it’s not…that’s a story for another time!) Then, you can create social content that drives back to that page. An abbreviated version of your origin story can also be included in brochures and other collateral.
Discover Your Origin Story
For a powerful and engaging origin story, go beyond “Brand XYZ has been making products since 1973 and now has over 500 employees.” Think about “a-ha!” moments in your company’s history. Your origin story could be as simple as, and similar to, SPANX: there was a lack in the marketplace, so your company stepped in to fill it with the best product possible. Or consider Starbucks, which started as a little neighborhood shop run by passionate coffee lovers devoted to providing their community with great coffee…and an enterprising entrepreneur found it and thought it needed to be shared with the whole world.
Don’t be intimidated or discouraged! Your origin story doesn’t have to be quirky or heroic, but it should be consistent, authentic, and, above all, honest.
We Can Help You Bring Your Story to Life
You know your brand better than anyone, and as experienced marketers, designers, and content creators, we know how to tell a great story. We’d love to hear what makes your story unique! We can also share success stories about how we help businesses like yours build stronger brands and reach more customers.