Is your brand easy to relate to? Does your customer base think of your brand and get a pleasant, warm feeling?

This may seem like a cheesy question, but it’s important that your brand have a positive effect on people. There are many ways to do this: an attractive logo, colorful designs and a catchy name. But even more powerful is the story that is put behind your brand.

Is your story one that is worth telling? And if it is, are you telling it frequently enough?

If not, this is something you need to work on. Nothing connects you to your audience better than an engaging brand story. Here are some points of interest you should really focus on when polishing up your story.

What Are You Doing for Others?

Even if you’re simply participating in events like fundraisers or awareness campaigns, these types of things are always worth mentioning. Sure, we can’t all be like TOMS Shoes who donate a pair of shoes to kids in need for every pair bought. But you have to start somewhere. If you aren’t involved in any sort of community outreach, see what is available in your area and start incorporating that cause into your band, even if it is in a small way.

Where Do You Come From?

Make a point to let people know where your business is located and why it’s an awesome city. Make it clear that you are proud to be doing business in your city. If you can, incorporating the area where you were born and raised helps, too. You’d think that in a day and age when most business is done online, these sorts of things wouldn’t matter much. But it seems that business owners that are proud of their roots seem to resonate more with potential customers than those that could care less.

Both of these points, in addition to a great attitude and dedication to awesome customer service makes for a great brand story. All of these things should instantly come to a customer’s mind when they think of you and your brand.