We’ve been talking a lot about using narrative and stories and personality to market your business recently. It’s such an important part of your brand identity. Stories sell! Let’s dig into what that means.



Instead of just seeing a cool product, people want to know the story behind it.

They want to know where your product comes from: Whose idea was it? How is it made? Why? What’s the story with that? They want to know who else uses it: How has your product worked out for others? Who else loves your company and loves to talk about it? What’s the story behind that?

As a passion-driven founder, it’s time you made your story and the story of your brand clear to your tribe. You’ll enable your ideal customer to find more like-minded customers for your tribe by sharing your story and enabling them to easily share it with others.

People are interested in people. Give them someone, a human face and experience to connect with, and they’re more likely to get invested. Emotional investment is contagious, and  leads consumer loyalty and financial growth. As Michael Engleman says, give your market someone “they’re going to want to follow.”

Remember, you don’t need to be a born salesperson to sell your story, you just need to be passionate about it.



Once you have your platform, it’s time to start thinking about how you can start telling it in a bigger way. Your company may be involved with a local charity, or donating supplies, or sponsoring an event, but unless people know, they won’t connect this story with your brand image. So start telling the narrative of these events and people!

Think of ways to get these stories out into the world – talking with local media, social media, advertising and name recognition, but don’t forget to link it back to the story of your company. Tell these stories in places where your market demographic will see them, but make them accessible to a general audience too.

Stories can draw in a wider group of people than you might imagine. Think of how many people watch the Olympics that don’t usually follow sports. They’re following the stories of the athletes! Make sure that you’re telling your stories in accessible places and ways; you’ll be surprised who hears them and wants to learn more.



In the world of passion-driven founders, authenticity is not a nice-to-have, it’s a must have. By our very definition, we launch and grow businesses that we intend to serve others with like-minded passions, and to create a positive impact. We’re not in it for the quick flip, and your audience will want to know this consistently.

As I’m sure you’ve all experienced once or twice in your lives, no one likes a pushy salesperson. No consumer likes to feel like a sales goal or a demographic instead of like a person, trying to figure out which bike to buy. We’ve all dealt with pushy salespeople, and it’s a turn off!  This is where authenticity comes in.  Just showing people how passionate you personally are about your work can earn their trust and respect.  Don’t forget to let this side of your story show through!

In a world where people are increasingly skeptical of big businesses, a human face, story, and connection, can make all the difference to consumers who are passionate, just like you are. Give them something to share, like and follow. You’ll love the tribe you build and you’ll be inspired to serve them more. Michael Engleman showcases this perfectly – he’s completely dedicated to creating success for female cyclists and the career option of being a professional, female cyclist.

What’s your passion? Is it being reflected in your work and business? I’ll be writing more about this in the coming weeks, and I’d like to hear from you. I’m @intrepidpreneur. Thanks for your time today!