Create A Captivating Story For Your Business's Brand

Last Updated: 

May 23, 2023

You might think that it’s just teachers and parents who have to think about storytelling. They can capture children’s imaginations and take them to new and exciting fictional worlds, which can help kids cultivate their own creativity. But did you know that entrepreneurs need to harness the power of storytelling for their business as well?

Telling a good story with your branding helps to define your coaching business and can also set out the values that you strive towards. This will help attract your target market to come and shop with your company. Plus, telling the right kind of brand story can also help you greatly increase your company’s brand awareness.

Ready to start telling your company’s story? Here’s how you can tell a really captivating brand story.

Key Takeaways on Creating a Compelling Brand Story for Your Coaching Business:

This article emphasises the importance of storytelling in business branding and provides tips on creating a compelling brand narrative. Here's the summary:

  1. Avoid Self-Centric Storytelling: The brand story should not focus solely on the entrepreneur or the business. Customers should be at the center of the narrative, highlighting how they can benefit from the products or services offered. This approach is key to gaining customer trust.
  2. Story Over Sales Pitch: The brand's story should not be framed as a sales pitch. Overly sales-oriented narratives can deter customers, as it may imply that the company is primarily interested in their money.
  3. Physical Store as a Storyteller: The decor and design of a physical store can play a significant role in conveying the brand's story. Experts like those at assert that store decor can be the first point of contact for customers with the brand's narrative.
  4. Humanise the Story: The brand story should be relatable and human-oriented. If customers find it hard to connect with the story, it won't produce the desired results. The story should appeal to people and make an impact.
  5. Maintain Authenticity: The brand story must be authentic and realistic, featuring real people, situations, and benefits. Making false promises can lead to accusations of inauthenticity.
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Don’t Focus On Yourself

First of all, you need to realise that this isn’t just about you. Sure, you might want to put yourself in a small part of your brand’s story, but it is important that your customers take center stage. If you give them the main role in the story, then you can clearly show the benefits and advantages that your brand will bring them. You should also find that this is also a quick way to gain customers’ trust as well.

This Isn’t About The Hard Sell

This is your brand’s story; not a chance to pitch to clients and customers. If you do frame your story as a hard pitch then you will no doubt turn customers away, as it will come across that you only want them for their money. Any good brand story will encourage customers to use your company without you needing to try to strongly sell them anything.

Let Your Store Do The Talking

Your physical store can go a long way in helping your brand story as well. Any interior design experts in the retail industry, including the likes of, will tell you that when you are working on your company’s brand story, you also need to work on its store’s decor. This could be the only place where a customer is even exposed to your storytelling, so you really need to make sure that the decor counts.

Make It Human

It’s important that your story is human, otherwise people will find it very difficult to relate to it. And if they can’t relate to it, then it won’t bring the results you had hoped for. Remember that you are trying to sell your products to people, so the story needs to appeal to them and have an impact on them too.

Authenticity Is Key

You need to keep things real. Focus on real people, situations, and benefits in your story. If you don’t, then you might be accused of making some false promises to your customers. Take a look at for some tips on being authentic in business.

It’s easy to create a story for your coaching business’s brand, but getting it right is a little trickier. Hopefully, these tips will help you get it right the first time around.

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