Just about everything you say about your business can be copied by competitors. Except your Story of Origin. Why, where, and how you started your business is your story. Create opportunities to tell this story to those who matter the most to the brand. One more thing. Always use the same words to tell your story.
Your origin story must include three essential elements:
The geography of birth: The town or city and state of your birth communicates the associations that promote memory, recognition, and recall.
The date of birth: The age of your brand communicates key sources of trust including leadership, familiarity, and habit.
The sanctuary of birth: The building in which your brand was born such as a basement, garage or warehouse communicates your ‘rags to riches’ story.
Collectively, these three elements create sustainable differentiation.
Branding, Content & Messaging
August 13, 2017