You might think your marketing messages, products, and outstanding customer service define your brand. But the truth is, the perceptions of your customers define your brand. It’s what they believe about you, not just what you say about yourself.

So, who’s shaping your brand story? Is it you? Or is the marketplace doing it for you?

The Ultimate Storyteller: Patagonia

Whatever your brand story, you want to be in control of it. How do you do that? By focusing on brand storytelling, not just product marketing. Product marketing is about selling. Brand storytelling is about connecting. It’s about telling a story that resonates on a deeper, more emotional level.

Take Patagonia, for example. They don’t just sell outdoor clothing. They’ve built a movement around protecting the planet. From donating a portion of every sale to environmental causes to encouraging customers to repair gear instead of buying new, Patagonia has a strong brand story that their customers are proud to be part of.

When people buy Patagonia, they’re not just buying a jacket. They’re standing for something bigger. That’s brand power, and it doesn’t happen by accident.

Here’s how to get started:

1. Define your story.

Why did you start your business? What drives you? What impact do you want to make? Find the story that speaks both to customers’ heads and their hearts.

Maybe you’re a local bakery started by two friends who wanted to bring a taste of their hometown to a new city. Perhaps you started a tech company built around the mission to help small businesses access the same tools as big corporations. Whatever your story, it’s the heartbeat of your brand. Make it clear, personal, and powerful.

2. Tell it boldly.

Through print, email, and social media (wherever your audience lives), share what you sell and why it matters. Bring people into your journey. When you tell the right story, you build loyalty. You create lasting impact.

Don’t leave your brand image to chance. Own your story. Customers who connect with the “why” behind your brand will stick with you, and your business will grow.