2. What is your history?
What the Triodos video doesn't tell you is the history of the company. There must have been someone who thought: 'Things have to change' and then set up a new bank. People often want to know how your company came into being.
Go-Tan is a good example of this. The (old) website states that the Go family came to the Netherlands from the city of Bandung (Indonesia) in the early fifties. 'Good food' plays an important role within the Go family and is therefore an important element of their brand story.
Storytelling by Go-Tan: the family history.
History also plays an important role in the brand story at Tony's Chocolonely.
There are also companies that create a myth around the origin of the brand. As a sole trader, I advise you to stick to the truth. Don't make up exciting stories because you're afraid that your own story isn't interesting enough. In my case, I made the decision to start my own business during my world trip. This makes traveling inextricably linked to my company.
3. Who are the characters in your story?
The next step is to name the characters in the example of whatsapp number in philippines story. Who played a role in it? Who helped you make the decision or shape your business idea? Not all characters may appear in your brand story, but it is still important to list them all. 'Helpers' are important building blocks for creating your story. Don't forget yourself in the list of characters!
4. What is your company's mission?
Every company wants to solve a problem for its customers. That drive made you start your company. Your mission is of great value to your brand story. It sets you apart from others.
5. Look for rough edges
A good brand story is above all a human story. Nobody is perfect, certainly not me. What dilemmas have you faced? What difficult choices have you made? What risks have you taken and how did that turn out? Dare to give these rough edges a place in your brand story. Especially if you learned from them. The choices you make say something about your personal values. The rough edges create connection and prevent you from ever falling from a pedestal.