Your Brand Story Matters More Than Your Marketing Strategy (Even If You Don’t Think You Have One)

“I’m not a brand; I’m just a coach.”

This was not the first time I heard it. An experienced coach, brilliant at helping clients achieve breakthroughs, sat across from me on a Zoom call, shaking his head.

“I don’t like the idea of ‘branding,’“ he continued.  “I help people. I don’t sell products like Nike or Apple!”

There it was. Paul voiced the common misconception that branding is reserved for corporations, logos, and sleek ad campaigns. I could empathize with him because at one time I believed that only huge corporations were considered brands.

What I did not realize then, and Paul had not realized, up to that point, is that we each already had a personal brand.  Our presence, values, and reputation formed a brand that either built connections with potential clients, or left them indifferent.

Whether you’re a coach, speaker, consultant, or small business owner, you are a brand. The important question to answer is: Are you crafting your story intentionally, or are you allowing others to define it for you?

Corporate Brand vs. Personal Brand – What’s the Difference?

Let’s clear up the confusion.

A Corporate Brand is about the company. Think of Nike, Apple, or Starbucks.  They invest millions into advertising to shape how people perceive them.

A Personal Brand is about YOU. It’s not about your logo, it’s about your values, expertise, and the way you make people feel. 

Whether you’re a solopreneur, a coach, or a speaker, people don’t just buy what you do; they buy into who you are and the connections they feel with you.

Remember that building relationships is the cornerstone of your business. It’s a significant driver in your business. Therefore your brand story is the most powerful tool you have.

Why Every Coach, Speaker, and Small Business Owner Has a Personal Brand

Let’s go back to my coach friend.

He had been in business for years, yet he struggled with inconsistent clients. Despite delivering excellent results, people weren’t referring others to him as often as he expected.

When we dug deeper, the issue became clear: his message was scattered.

One day, he’d talk about leadership coaching. The next, business growth. The following week, he’d post about work-life balance. There was no central story connecting his expertise to his audience’s needs.

The result? Potential clients felt no clear connection. They liked his content but didn’t feel a strong enough pull to trust him as their go-to coach.

That’s the missing piece many professionals overlook: people connect with stories, trust authenticity over polished sales pitches, and remember those who made them feel understood—not just those with the best credentials.Your brand story is what makes you unforgettable.

The Psychology Behind Storytelling in Marketing

My mother was an amazing storyteller who taught me countless life lessons through her stories. At times, I’d think (though I wouldn’t dare say it out loud), ‘Can’t you just tell me instead of making it a long story?’

You know what? I’m grateful for those stories and find that I remember them now even more than I did as a teenager. If you’re a mature business owner, Is that true of you? Do you remember stories from childhood but forget last week’s social media ads?

That’s because our brains are wired for stories. Neuroscience shows they engage us 17 times more than facts alone.

Here’s why your brand story is more powerful than any marketing strategy:

Facts tell, but stories sell.  You’ve likely heard that many times before, and it’s true.  People don’t just buy products or services. They buy emotions, transformation, and identity.

Stories create emotions; connections.  When people see themselves in your story, they are more likely to trust and engage with you.

Your prospects and clients aren’t looking for another expert. They’re looking for a guide to help them succeed.  Your story should position that as the hero, and you are the mentor who helps them win.

This is how you move beyond marketing tactics and into meaningful connection-building that makes clients return, refer, and remain loyal.

How to Define and Share Your Brand Story

Your brand story isn’t a one-time post. It’s an ongoing narrative woven through everything you do.

Here’s how to craft it:

Your Origin Story: What inspired you to start your business? Was there a defining moment that made you want to help others?
Example: A financial coach who once struggled with debt but turned things around, and now helps others do the same.
Your Core Values: What do you stand for? What principles guide your business decisions?
Example: A wellness coach who believes true health isn’t about dieting but about sustainable habits.
Your Unique Approach: What makes your method or perspective different from others in your field?
Example: A business coach or consultant who focuses on relationship-building over cold pitching.
Your Transformative Story: How has your work impacted your clients?
Example: A leadership coach who helped a struggling entrepreneur gain confidence and double their revenue.
Your Future Vision: What’s the bigger mission behind your work?
Example: A speaker who aims to inspire thousands through storytelling and empowerment.

Your story is your competitive advantage. Own it.

A Real-World Example of How Storytelling Builds Stronger Brands

For a moment, let’s consider Brené Brown, the renowned researcher and speaker.

She didn’t build her personal brand on credentials alone, but on real, vulnerable stories about shame, courage, and connection. 

Her storytelling made her relatable, trustworthy, and memorable.  As a result, she attracts millions of loyal followers who connect deeply with her message.

Imagine applying this same storytelling to your own business.

Would you prefer to be another “expert” in your field, or the person whose story resonates so strongly that clients feel they must work with you?

Your Personal Brand Story is Already There

By now, you see that you ARE a brand, whether you like it or not.

The real question is: Are you shaping your story intentionally, or leaving it up to chance?

Yvonne A Jones

I am Yvonne A Jones and I help entrepreneurs and small business owners maximize their online potential by building authentic relationships and leveraging untapped opportunities. With focus on real connections, I help businesses not just grow but thrive.

Connect with me at: https://linktr.ee/YvonneAJonesOnline