"I need a brand story, but I don't know where to start." This is one of the most common challenges we hear. The good news is that you don’t need to invent a story from scratch. A powerful narrative isn't fabricated; it's excavated. It already exists within your organisation. You just need to know where to look.

Here are three places to start digging:

1. The Origin Story. Why did you start this business or project? Go beyond "to make a profit." What was the initial frustration, the spark of an idea, or the personal passion that fueled its creation? Every founder has a moment they decided to take the leap. That moment is filled with conflict, hope, and humanity. That’s your beginning.

2. The Customer's Story. Your business is the solution to someone's problem. What is that problem? Interview your most loyal customers. Ask them what their life or work was like before they found you, and how it has changed after. Their transformation is a powerful testament to your value. Their story is your story, told through a different lens.

3. The "Mistake" Story. Some of the most compelling narratives are born from failure. Think about a time when something went wrong—a product failed, a strategy backfired, a major mistake was made. What did you learn from it? How did it force you to pivot and become stronger? Sharing stories of vulnerability and resilience shows character and builds deep, authentic trust with your audience.

Your story isn't in a marketing manual. It's in your history, your people, and your purpose. Start digging, and you'll find it's been there all along.