Why Your Business Needs an Origin Story

Does your company employ an origin story as a marketing tool? This short narrative packs a big punch. Origin stories make a brand more trustworthy, establishes a solid foundation, and sets the tone for your company’s culture.

How to Design an Effective Origin Story

Discuss the events that contributed to starting the business. Origin stories are a brief account of how and why a business began. Since it reflects the company’s backstory, listing every date and detail is not necessary. Instead, focus on a moment or series of events that inspired the business.

Make a relatable connection with your audience. Telling your brand story is one of the best ways to hook potential clients and create loyalty.

Highlight the purpose of your business. Use an origin story to highlight your business differentiator. What problems do your services solve?

Keep it short and simple. It may be tempting to list every roadblock and accomplishment. Keep your brand origin story to under 100 words. If listing noteworthy events is important, consider adding a timeline to your website.

Why an Origin Story Matters

For most market sectors, competition is fierce. If crafted properly, an origin story conveys more about your brand than listing services and highlighting experience.

Authenticity: Incorporating human elements into corporate storytelling makes your company more relatable to prospects and clients.

Values: Your origin story should promote company values, which also helps build connections.

Evolution: Clients can better understand your company’s mission with a brief history.

Examples of Strong Origin Stories

Let’s start with a mega company, Under Armour. This athletic apparel maker employs a brief brand origin story accompanied by a history timeline.

1996 to today: From product innovations and ground-breaking campaigns to the partnerships and big bets that propelled the Brand forward, these are the moments that made us who we are.

Kris Carr took a devastating diagnosis and transformed her incurable cancer into an inspiring wellness business:  I'm a New York Times bestselling author, host of the Made to Thrive podcast, and wellness leader who's been thriving with stage IV cancer for over 20 years. My journey has taught me some big lessons about self-care and how to live life to the fullest. It’s been my honor to share these insights with millions of people around the world. 

vegetable + butcher delivers plant-forward meals to doorsteps in the Washington, DC region. Their brand story incorporates humor, allowing customers a peek at their personal lives:

Vegetable meets Butcher. Vegan meets paleo[ish]. Ariane meets Turner (it was actually the other way around, but hey, we’re trying to keep a rhythm here). We started V+B to create more time; more time for our friends, families and, most importantly, ourselves. We work hard and live active lives, which means we don’t always have time to shop, prep, cook and clean. Our solution – Vegetable and Butcher. We hope that by experiencing the V+B life, you can trust us to deliver great food that’s great for you – so you can focus on you.

Aim for Consistency

Even though origin stories are short, they take time to refine. After your brand narrative has been vetted and approved, keep it consistent across your marketing materials and channels. Telling a consistent origin story makes it more memorable and meaningful.

About Rebel Road Creative

Our strategy and purposeful content services help clients amplify their brands and increase revenue. Are you stuck? Check out Rebel Road Creative’s marketing assessment and business development assessment services. These one-on-one sessions pinpoint the gaps in your current programs and help get you back on track.

Read Rebel Road Creative’s brand origin story here.