Branding Starts With Knowing Your Story

From a business owner’s perspective, knowing how to tell your story is fundamental.
It means honouring your purpose, understanding where you come from, and recognising everything you’ve been through. More than that, it gives you a clear sense of where you want to go.

That’s essential when we talk about branding.

Because what is branding, after all, if not consistently communicating what you believe in — again and again?

Take a juice bar as an example.
The owner buys fruit from the local market. The produce comes from the region. There’s no interest in importing exotic ingredients just to make the product more expensive — or disconnected from its place.

Everything is rooted in the location.
Local food.
Local music.
Local stories.

The business owner’s life, values and beliefs.

That is the anchor of strong branding.

It’s what makes your message memorable and grounded. It shapes the way you speak, the words you choose, and how you connect with the community around you. When you understand the ground you’re standing on — and know how to speak its language — communication becomes natural, and loyalty follows.

Defining your purpose naturally leads to everything else.
Your tone of voice.
Your colour palette.
Your typography.
Your photography style.

Branding decisions stop being arbitrary — they become intentional.

This is deeply connected to a business’s mission, vision and values.

Why does your juice bar exist?
Perhaps it’s the love for making a great juice on a hot summer day, using organic fruit grown on a nearby farm. Maybe it’s the joy of serving people well.

That’s your mission.

Where do you want to go?
In ten years, maybe you want to become a franchise and be recognised across your region.

That’s your vision.

And your values?
Valuing your employees.
Respecting local culture.
Honouring the community that supports you.

This is how you build a foundation for a story that lasts. One you can tell consistently, over time, until your brand becomes truly memorable.

Knowing your story means knowing your place, your voice and your direction.
From there, you build with clarity.

And that’s when the real question answers itself:

Why should customers choose you?