Your brand is the story you tell yourself first
13. May 2025
by lars@notfound.media
Before your brand is a logo, a color palette, a catchy tagline, or a viral post — it’s a story. Not one you pitch to investors, post on your website, or whisper into the ears of potential customers. But the one you tell yourself.
That internal narrative — the belief about who you are, what you stand for, and why you do what you do — is the seed from which everything else grows. Get that story right, and your brand will feel natural, aligned, and magnetic. Get it wrong, and no amount of polish will save it.
Why the Inner Narrative Comes First
We tend to think branding starts with external expressions: naming, design, messaging. But those are just artifacts. The real work happens underneath — in defining your identity, your values, and your mission with ruthless clarity.
Think of it this way: if your brand were a person, the story you tell yourself is your self-concept. It shapes your behavior, voice, style, and choices. When that inner alignment is strong, people sense it. They trust it. They buy into it. When it’s confused or shallow? You’re just another business trying to shout louder than the next.
What Story Are You Telling?
Ask yourself:
What do I believe in so deeply that I’d build a business around it?
What am I here to do — not just sell, but solve?
Who am I when no one’s watching, and how does that show up in the work I do?
If your answers are vague, borrowed from trends, or purely performance-driven, your brand may lack soul. But when your internal story is vivid and honest, you’ll make decisions — from pricing to copywriting — with integrity and confidence.
Brands with a Strong Inner Story Feel Different
Nike isn’t just a sneaker company. Internally, it’s a champion of human potential. Apple doesn’t sell tech — it embodies the belief that creativity changes the world. Patagonia’s not just outdoor gear — it’s a fight for the planet. These brands work not because they hired the best designers (though they often do), but because their inner story is loud, clear, and consistent — and everything they create flows from it.
How to Build Your Brand from the Inside Out
Start with your “why.” Simon Sinek wasn’t wrong — people don’t buy what you do, they buy why you do it. If you can’t articulate your why without using clichés, dig deeper.
Define your core beliefs. What do you value more than profit? What lines won’t you cross? What culture are you creating?
Write your manifesto. Not for marketing — for you. A short, bold statement of what your brand stands for and why it matters. Keep it close.
Let it shape your strategy. Your story should inform everything: your product, your pricing, your partnerships, even your customer support.
Check for alignment. Ask: is the story we’re telling the market the same one we believe internally? If not, bridge the gap — or change the story.
Final Thought
You don’t need to get your brand “right” for everyone. You need to get it right for you first. Because when you’re rooted in a story you believe, everything becomes easier — decisions are clearer, creativity flows faster, and customers can feel your conviction.
Your brand is the story you tell yourself first. Make sure it’s one worth believing.
Keep exploring