Copywriting tips and techniques to help you write your most soulful brand story
Your Brand story is one of the greatest pieces of literature you’ll ever write in life. I mean, you could spend your day cold-calling a bunch of dead leads only to find yourself nose-deep in a bottle of wine by the time 5:00 pm comes. That level of defeat is cringe-worthy, at best. Or – you could write a kick-ass messaging strategy that’ll have your website copy working for you 24/7, even when you’re folding laundry, doing yoga, or rustling up dinner (shoutout to all the fellow mammas out there). When done right, your brand voice and story will bring in more sales for your business than any other asset. Why? Because it creates emotional resonance, connection, and familiarity (I say this to the sound of angels singing in the background).
So, if you’re wondering how to write the perfect brand story, then start by scrolling down this page and taking thorough notes. Any well-thought-out brand story is written in 3 parts, which I like to refer to as your LEO story – because this is how you shine that bright, big, radiant light of yours with utter confidence. You know – the one that magnetises dream-boat clients into your orbit and paves the way to those ‘cha-cha-ching’ dreams you’ve had pinned to your vision board since you started your business. To get specific, your LEO story stands for and includes – your Origin Story, your Embodiment Story, and your Legacy (otherwise known as your big scary vision, which is larger than you). And in this blog, we’ll be tackling all three. Pencils up. Let’s begin.
Origin Story
When I talk to my website copy clients, I refer to this as the Rooting. It’s the great ah-ha moment that sets everything off. You know the one where you’re sitting knee-deep in a dark night of the soul when something inspires you to change it. Or when you see a huge ‘mind-the-gap’ hole in the market and you think – “hey, I know what’ll fit in there perfectly”. Or when innovation calls your name and you simply long for something more, something deeper, something fresh.
Sometimes our origin story is fully in our control. Other times it isn’t. When I teach the Business Merkaba in my group coaching program (Meraki’s 7-step process to aligned prosperity), I speak about the gift of the Pearl. Oftentimes ideas come to us. They do not belong to us, they simply long to be birthed through us – and anyone who’s read Elizabeth Gilbert’s book, Big Magic, will know exactly what I’m talking about. Your Origin Story could come to you as a gift, a pearl, or as a direct inclination to create something special.
Ever read the story about the woman with sagging skin, hair loss, and premature wrinkles who was moved to create the largest Collagen brand in the country because she’d had enough of feeling wretched? Or the woman who healed from PTSD and trauma after losing her husband to a tragic, unforseen circumstance, and now she specislises in EFT tapping and therapy? Or the story of the copywriter who longed to create a business that made space for her mind, emotions and soul to be expressed so she created a unique process for soulful entrepreneurs and wellness brands so that they could get the whole shebang – expert conversion copywriting AND a process that saw and honoured them as a holistic being (oh hey there)? Those are Origin Stories.
Embodiment Story
This is the juicy part of the story – the part where you strut your stuff and show your readers that you’ve ‘walked the talk’. Ethically speaking, we should only be selling the stuff that we have integrated into our own space and not doing this is often what results in low sales taking effect. The universe works in vibrations, and when we have integrated a particular vibration into our cells we suddenly move differently, speak differently, and radiate a different ‘essence’. Ever seen a coach telling you that they’re gonna help you reach 10K months – yet they’re broke AF, sitting on the couch nose deep in a bowl of dorritos while they binge-watch FRIENDS at 10:00am.
You might read their message, you’ll get what they are saying, but your body will tell you to “keep the hell away”, even if you can’t really understand why. That’s because the coach hasn’t embodied her story. She is not speaking from a space of deep inner knowing that only comes from being the thing she is promoting. Even if her messaging is on point, it will not carry the same emotional resonance that intuitively draws people in. This is why the Embodiment piece is so important. When writing your story, share how you have integrated your teachings and offerings into your own life and business. What worked? What didn’t work? How did you pivot. This is the piece of the story that makes them think “where the bloody hell has this woman been all my life” – even if they can’t really explain exactly what they love about you.
Legacy Story
Your legacy piece is the heartbeat of your brand story — it’s the thing you’ll be remembered for long after the algorithms shift and the trends fade. It’s bigger than just being “the go-to expert” in your field. The most impactful brands don’t just sell; they shift something. They leave a mark on human consciousness, whether that’s through empowerment, healing, beauty, or creating a ripple effect that makes the world a little more whole. Your legacy isn’t just about what you do — it’s about the deeper why that fuels it. The question is: what do you want to be known for when all is said and done? This. This is the juicy piece of content that we pile into your mission statement. It’s what builds trust and creates connection. Fast.
