Writing quality content is one of the hardest things people attempt to do in the online world. Of course, the better the content, the higher the rankings. People respond positively to well-written and engaging content provided by businesses and websites, which is why it is so important to have a quality brand story available for all visitors. The people who visit your site want to know what it is about your company, and about your brand, that should interest them. They need to know who you are and what you stand for, and that sort of knowledge renders them loyal.

The Basics

Start off by telling your audience who you are and where you come from. As the founder of a website or company, it’s important to let people know what motivated you. Inspiring empathy and understanding in others are crucial for building trust. Using anecdotes and personal perspective gives the audience a feel for who you are as a person, humanizing you and your business in spite of the computer screen barrier. You want everyone who reads your brand story to know what brought you to this point and where you want to go from here.

What’s Your Purpose?

The next thing you want to do is explain why the company you’ve started exists. That might sound similar to its backstory, but there is a difference. Instead of repeating how the company came to be, you want to describe why you created the company. What is its purpose? Why did you think you should build it? What do you see when you look at your company? Let everyone know what you feel about your creation. Within this segment, you should come up with your brand statement. The brand statement should be something creative and entertaining, the sort of opening line you introduce at a party. It’s not supposed to be a vision statement or a mission statement, and it shouldn’t be melodramatic. Think sincere, honest, and personal.

Be Real

Your brand story has to be authentic and genuine like a therapy session. People can tell when you’re pulling the wool over their eyes, and flashy gimmicks might work initially, but they won’t build the loyalty and substantial base you’ll need to succeed. Instead of trying to work the crowd, craft your brand story like a journal entry or a memoir. Start with the whole truth, and then rework it into a concise narrative. Don’t be afraid of expressing yourself creatively and entertainingly, though. You want to be engaging and moving, but don’t pepper your tale with falsehoods. This story is how you are going to impress upon your target demographic the values and interests you have, the character of your company, the way you will run your entire business.

Staying creative and genuine when writing your brand story is the best way to be engaging and resonate with your readers. The people who visit your site are going to want to know why they should choose to do business with your company, whether that means buying your products or seeking your services. Your brand story is the message to them, telling them what this all means. It is your first opportunity to connect with them, and that is not something you should take lightly. Just like with dating apps, putting forth a clear and engaging description is the best way to inspire attention and initialize a conversation. You want to start the conversation with your potential customers–and you want them to respond positively. Such connections are important. So stay true to yourself and your story, and let the words flow.