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sh.. manure.
I even worked for a company who came up with a name for the stories customer. She was called Rhosheen ( irish Co), 35 had two children drove a volvo xc 90
i cant remember the rest as I alternated between pounding my head on the table and pissing myself for the rest of the meeting
I agree with Andrew's point on the 60 second elevator pitch - key to have spot on.
A brand with a story can be compelling to further entice customers. However, it's relative to what your business does and who your target market is.
For many on here, we are targeting domestic customers as a one man band or small business. Are domestic customers really going to be sucked in or care about a back story too much? Some will, but most wont. I feel in that scenario it's more about the core basics of competitive price, excellent customer service, performing the job 100%, reliability, friendly, trust worthy, approachable and so on. To build a credible back story for your brand you need to do a lot more that have a few nice words on your About Us website page. The story needs to flow into all your marketing and company ethos to be fully effective.
Another view is think back to why you got started running your business, there will always a story to tell! Write it down and see if you can then add more to it for a compelling read. Get others to read it and the real test is whether they would be more likely to buy from you now!