It's the true story you will tell a million times over. Why did you start your company or non-profit in the first place? You'll tell it in long versions and short versions; investor versions and TV interview versions. Do you have your story sorted?
You have a gem of a tale; you just may need help writing it out.
- What surprises customers about your company? (Throw readers for a loop.)
- What inspired your concept? (Be real, human, honest and anecdotal.)
- What were those first days in business like? (People like a real-life, hard scrabble story.)
This is the basis of your "brand voice." It embodies your mission to drive sales or increase donations.
Here's a founding story we recently wrote for SummerSkin, a Portland, Oregon-based UPF apparel company: