What’s in a business name? Why Your Story Brings Success


With a huge 71% of customers are more likely to use a brand name they recognize, establishing and enhancing your notoriety is essential. Companies and brands create their names from a variety of inspirations, so their journeys should be celebrated. Let’s see how sharing your business story can help increase your success and set you apart from the competition.

What is an origin story?

A company’s origin story usually explains why a company was founded and often where its name came from. This will include details such as why the business was started, when it was started, who started it, and how it grew from an idea to a full-fledged brand.

Perhaps it’s best to think of your origin story, or background story, as your brand story that serves as the core value of your business. Your story and your values ​​will bring people into your business and it is the identity that will drive you forward.

A good brand story can instantly improve how your business is perceived, including the quality of your products or services. However, a good story shouldn’t be a blurb about the state of your business. For example, the short blurb on your About Us page is just a summary of your business, number of employees, and office location.

What should you include in a brand story?

If you want people to buy your business or brand, they need to see the real people behind it. For instance, the British parkour brand, STORRORhas a unique name that was not originally associated with the sport he defends.

With so much intrigue surrounding the name, the company explained the meaning behind its identity; an unusual middle name passed down from generation to generation and shared by the founding brothers. Giving a personalized account of the origin of the name helped endear the STORROR brand to its customers and created another layer of trust for its seven million YouTube subscribers.

Businesses should set the tone for their brand through their backstory, ensuring that they are humble and sincere. Be honest about your story, don’t pretend you had it all figured out when you started, sharing some of your failures makes you more human and shows your determination to succeed.

It’s also important when establishing your backstory to write it from a first-person perspective. Writing in the third person can feel like you’ve hired someone to write it for you, making it less relatable and less likable.

Why should you share your story?

The industry is competitive and individuals or companies can buy their products and services anywhere in the world. What can help companies stand out is a relatable brand story, where your customers buy into your point of view and your approach rather than just buying your product.

Explaining why your business exists and what your approach is helps build trust with customers and through the consistency of your story, you can build loyalty. Sharing your story also helps give potential customers an idea of ​​who you are; after all, no one else has your story.

You can define your mission statement through effective storytelling. Iconic motorcycle brand, Harley-Davidson, describes its origin story along with its mission, culture and vision. This staging for the customer evokes the feelings of motorcyclists and creates an instant connection with the brand.

How to create an effective storytelling in business?

Rather than a bulky About Us section of your website, use this page to give your customers and readers an exciting way to learn about your brand philosophy. Consider adding photos and videos to better describe and showcase your company’s journey and identity. You want people to understand the message you’re delivering, so avoid burying it in a huge block of text that most people won’t find engaging.

Work in your compelling backstory on the existing website, blogs and sites or rebranding marketing campaigns. Make sure your story is shared effectively on social media and engage with those it resonates with to help build trust in your principles and philosophy. This story should be consistent across all mediums and platforms, from your website to your Linked In to your Facebook stories.

Using social media allows you to reach your target audience through interactive means, such as stories or live videos, where you can provide information rather than a sales pitch. You want people to recognize your brand for what you stand for, whether it’s reduced climate impact, high-end fashion or the use of local materials.

Where should the backstory of your business come from?

A brand origin story is important in establishing a connection between the company and its customers. For this reason, the backstory should ideally be written by the founder.

Writing may not be your forte, but it’s important to tell your story the way you want to tell it. Ask someone at your company to interview you to get the important information down in writing, and they can figure out how to make it into a compelling story. Ideally someone from your marketing department will be involved to ensure they have a better understanding of the story and can deploy it across all platforms and mediums.

Some questions to consider:

  • What was the inspiration behind this venture?
  • What job(s) did you do? How did this experience prepare you for later?
  • What brought you to this industry?
  • What did you have to give up to get here?
  • Where was the first office?
  • Who was your first client or client? What did you learn from this person or company?
  • What steps have helped shape the company?
  • How did you come up with the name?

For instance, Starbucks concisely explains its backstory of how his name was inspired by Moby-Dick to the important people responsible for its expansion and its love of coffee. You need to strike a balance between providing important company details and keeping your story concise. Provide details about your background, ups and downs, and beliefs, but it doesn’t have to be the length of a short novel.

Make sure your story is engaging and interesting, don’t just list dates and accomplishments. Consider a beginning, where you saw a chance to solve a problem, a middle that describes the obstacles you overcame, and an end that is your solution to the problem (your product or service).

About the Author: Annie Button is a professional content writer and branding enthusiast.


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