"We started this company because we couldn't find X in the market."
If that's your brand story, you're leaving millions on the table.
Generic origin stories don't connect. They don't convert. And they definitely don't justify premium pricing.
The $2.1M Story
A coffee brand could have said: "We source the best beans globally."
Instead, they told this story: "My grandfather fled Ethiopia in 1960 with nothing but a small bag of coffee seeds sewn into his jacket lining. Three generations later, we're bringing those same heritage varieties to your morning ritual."
That story drives $2.1M in annual revenue from customers who pay 3x more than commodity coffee.
Why Stories Sell
Humans don't buy products. They buy:
Identity alignment ("This is for people like me")
Mission connection ("This matters to me")
Social signaling ("This says something about me")
Emotional payoff ("This makes me feel something")
Features create interest. Stories create customers.
A Nike banner, with the slogan “Progress is never done“.
The 4-Layer Story Framework
🎯 Layer 1: The Catalyst What specific moment/problem/realization started your brand? Not "we saw a gap in the market" but "I was standing in my kitchen at 2am, frustrated that..."
🎯 Layer 2: The Stakes What was at risk if you didn't solve this problem? Personal stakes feel more urgent than market opportunities.
🎯 Layer 3: The Journey What obstacles did you overcome to create your solution? Struggle makes the victory meaningful.
🎯 Layer 4: The Transformation How does your product change your customer's life? Connect your origin to their outcome.
Story Integration Strategy
Your story isn't just for "About Us" pages:
Product descriptions: "The same blend my grandfather perfected..."
Email campaigns: "Remember why we started this..."
Social content: "Here's what happened when..."
Customer service: "You're part of the mission that..."
An example of Oatly’s Brand packaging.
Story Warning Signs
Your story isn't working if:
Customers can't retell it
It sounds like every other brand
It focuses on you, not them
No emotional reaction when you share it
The Story Test
Tell your brand story to someone outside your industry. If they:
Ask follow-up questions
Remember it days later
Share it with someone else ...you've got a story that sells.
What's the moment that actually started your brand?
