Soul Stirring Branding Episode 10: Writing your brand’s story without feeling super cringey or stuck

Episode 10 Writing your brand’s story without feeling super cringey or stuck.

Hands up if you dread writing your brand story or About page? 🙋‍♀️ 

Can you relate to feeling like… 

…you don’t have anything interesting to share about your life? Or on the flip side:

…you have TOO MUCH to share and don’t even know where to start or how to make it concise?

…you’re blocked from getting words on the page because there is too much emotion tied up in the process? Hello, vulnerability hangover!

You’re not alone. 🫶

As a branding designer who also writes the website copy for the soulful creatives and practitioners I work with, I see a lot of business owners writing their brand’s story/about page the wrong way, which is why I think this conversation is extra important. 

Your brand story is NOT a chronological history of your life. 

It is NOT your resume. 

Your brand story should answer this one fundamental question 👇

How can you relate to the problems or desires your ideal clients have? 

Was there a time in your life where you too struggled with the very thing you help people with? What helped you transform? 

That’s literally the key to a compelling and converting brand story. 🔑

People don’t care about how many qualifications you have. 🤷‍♀️

Don’t get me wrong, it’s a reassuring footnote, but the purpose of your brand story is to connect with your ideal clients/reader in an authentic way…

💫 …to build know, like and trust. 

💫 …to make people feel less alone. 

💫 …to normalise the ups and downs of the human experience. 

💫 …to offer hope — ‘If I was able to transform my life, it’s possible for you too!’

And, it doesn’t have to be so hard to write! 

All you need to do is get out of your own way and not overthink it 😅

I know, I know – easier said than done! I’m here to help.

In this week’s podcast episode, I share my best tips with you on how to write your brand story — plus how NOT to write it 😬 

👉 Did you know I’m one of a handful of branding designers who also writes all the copy for my clients’ websites? 

Something of a unicorn 🦄 it means I know my stuff when it comes to writing your brand story in a compelling, connection-first way! 

In Episode 10 of the Soul Stirring Branding Podcast, I unpack for you:

💫 The storytelling and connection factor of your brand story and About page

💫 How to approach writing your brand story (and what to avoid)

💫 Choosing what parts of your journey are most important to highlight in your brand story to speak to your client’s struggles and transformation

🎙️ Listen to this week’s episode, out now on Apple Podcasts and Spotify. ✨



Hi, I’m Emma Brownson

For the last decade, I have helped hundreds of business owners clarify their essence and translate it into a bespoke brand identity system and website layered with authenticity, depth, beauty and care.

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