Originally published in Fast Company on January 21, 2025. This version has been updated for our blog.

You’ve invested your time, energy and resources into building your company. Now you’re met with the new challenge of building your brand — crafting a compelling story, connecting with your audience and gaining traction in your industry.

Like the Cheers theme song, “You want to go where everybody knows your name.” But how do you get the attention of potential clients, partners or the media when you’re competing against household names?

Throughout my career in public relations, I’ve had the opportunity to work with entrepreneurs who are disrupting decades-old traditions, systems and processes through innovation and modernization of industries that have historically resisted change. In working with these clients and helping them create brand narratives that stick, I’ve learned the key to successful brand storytelling isn’t necessarily about relying on your company’s name from the start. It’s about creating a compelling narrative that’s authentic and connects your audience with the value you bring and the problem you’re solving, of course by way of your product or service.

Here’s how to approach brand storytelling in a way that not only gets attention but also leaves a lasting impression:

1. Understand your audience(s) for effective brand storytelling

The first step to telling your brand story is understanding your audiences and determining their order of priority. There may be many audiences you want to reach, but try to boil it down to the most essential groups to focus your efforts. People are consuming content all the time, so to break through the noise, you need to be sure your messaging resonates with each specific audience.

Pro tip: Evaluate who your core audiences are right now and determine their order of priority to inform the frequency and focus of that messaging.

2. Keep your brand narrative authentic and relatable

The most compelling brand stories often stem from the real pain that a founder felt and their decision to invest time, energy and resources into solving that problem. This kind of truly real — not social media’s version of real — is what resonates with audiences. 

Lean into your founder and co-founder stories to humanize your brand narrative and explain your value proposition authentically and simply. Whenever possible, avoid insider terminology and industry jargon to make an impression and craft a brand story that helps your audiences really understand the value your company — and you — bring to the table.

Pro tip: Move away from using other companies to describe what you do. Be specific and remember that every business has at least one competitor. Even if it’s the status quo you’re up against, that’s still a competitor and should be treated as such.

3. Stay focused on the audiences and channels that matter most

Finally, focus on the channels of communication and the audiences that are the most important to you at this moment in your company’s life cycle. Are you currently trying to bolster your partnership roster? Doubling down on your sales efforts? Actively seeking investors?

Whatever the case, avoid a scattershot approach and prioritize telling your brand story to the specific audience that’s most impactful right now.

Pro tip: Don’t try to reach everyone all the time; be intentional about the frequency, channels and messaging of your communications. After all, if you’re trying to reach everyone, you aren’t really reaching anyone.

How to amplify your brand story and build credibility

These three steps will help you craft a compelling brand story and get your company noticed by the right people.

Once you’ve established your brand narrative and zeroed in on your priority audiences, lean on your partners and customers to help tell that story with you. True advocates of your brand can have a tremendous impact in promoting your business and building credibility within your industry.

It’s not about everyone knowing your name — unless you’re aiming to be the next behemoth in your industry. It’s about making sure the right people know who you are.

Need help crafting a brand story that stands out?

We specialize in helping fintech and financial services companies craft compelling narratives that cut through the noise and deliver tangible results. 

Whether your goal is to get noticed by potential customers, attract investors or increase visibility with industry partners and influencers, we can help your brand stand out in a crowded market.

Interested in how we can help? Let’s talk about how we can position your brand for greater recognition and impact.