I met with a wonderful friend a few summers ago to catch up about what we were both working on. She’s funny, accomplished, and extremely talented. She had started a business, and her brand story had fractured into pieces before she’d barely even begun. She was confused, frustrated, and unsure about what to do and where to go next.
As I listened to her describe what was on her mind, it was clear to me what was going on. She had started to build a retail business when she wanted to be a product designer. To suit these competing priorities, she was thinking about starting multiple brands. She was contorting herself into knots and losing focus.
As an aspiring entrepreneur, if you’re starting to feel confused about your brand story, the best thing to do is step back and ask yourself what you want to be doing and why because it’s all too easy for things to start happening to you instead of you making things happen.
Defining your brand story
To understand your brand story, you need to understand why you wanted to be an entrepreneur in the first place. If it’s all feeling a bit murky to you, asking yourself the following questions could help.
Where do you get your energy from?
When you wake up in the morning and start working on your business, what do you want to focus on? Not what do you need to focus on — but what is most tempting to focus on. Are you excited to make a new contact? Can’t wait to get started on a new design? Eager to make someone happy? Want to make things more efficient? Whatever task is tempting you, it’s most likely where you get your energy from.
If you’re honest with yourself, knowing what gives you energy tells you a lot about the role you should have in your new company. If your business requires things that don’t give you energy, take pause. Either you need to rethink what your business is about or find people who can help you with the things you find draining. Because if your energy is constantly drained, you’ll soon lose motivation, and your brand story will never get off the ground.
Why are you doing this?
What is your ultimate goal with your business and your brand? And why are you doing this for yourself instead of doing it while working for someone else?
Are you looking for financial independence? Because you can achieve that without starting your own company. Are you looking for success? Remember that you can define success for yourself on your terms. Are you looking for freedom? Drill down into what freedom means to you, so you know your motivations.
Focus on why you are building your own business, and develop your brand story accordingly.
What do you believe in?
Your business will have much of your heart. So how are you using the business to further the things that matter to you? Are you building a brand story that aligns with who you are, or are you making compromises to build something you think you should?
Beware of the latter, because you will live with and exist in this company 24/7 for months and years to come. People who are faithful to who they are while building their business, like my entrepreneurial idol Justina Blakenly, can achieve fulfilling success.
The short version? Build a brand story that helps you be more you, not less.
What’s your brand story?
When people ask you about why you started your business, what do you tell them? Are you telling them what they want to hear? Or are you telling them what matters to you?
It’s common for new entrepreneurs to doubt themselves and seek answers and validation from others. The irony is that the more self-assured and resilient you are as an entrepreneur, regardless of what others think, the more likely you are to succeed.
Remember that your brand story is just that — your story.
It’s not someone else’s story. There’s no perfect way to be an entrepreneur. If there was, everyone would do it. If you’re honest with yourself about where you get your energy from, why you are creating a business, and what you believe in, your brand story should come easily.
So what about my friend? She refocused on what she loves — product design. She works for companies large and small and helps them with high-quality product development. She, her business, and her brand are thriving. It took some time, but she got there. With some honesty and self-reflection, you can, too.