Copywriting tips and techniques to help you write your most soulful brand story
Your brand story? It’s the most powerful piece of literature you’ll ever write. Not your third-year thesis. Not that smutty novella you started during lockdown (although I totally want to read that too). This. Right here. This is the one that changes everything.
You could spend your day cold-calling a bunch of lukewarm leads, googling ‘how to build a business that doesn’t suck’, or spiralling into the ‘maybe I need to do another course’ train of thought, only to end up nose-deep in a bottle of merlot by 5:00pm while you re-heat the same bowl of spaghetti bolognaise for the third time that week.
Or you could pour that same energy into crafting a kick-ass brand story and messaging strategy that sells for you while you’re folding laundry, deep in downward dog, or mentally hiding in the pantry with a box of Smarties while the toddler loses it over a broken banana.
Because here’s the truth nobody wants to admit: when done right, your brand voice and brand story will sell harder than any funnel, hashtag, or sales page trick ever will. Why? Because real connection sells. Resonance sells. Humanity sells.
And here’s the part nobody talks about enough…
When it comes down to it, your dream clients don’t just want you because of your expertise, experience, or how many clients hang on your wall of fame. They want you for you. They want to feel you. They want to know the real human behind the brand.
And your brand story?
That’s the part that lets them exhale and say,
“Oh. She gets it. She gets me.”
It’s the real secret sauce behind building a powerful personal brand. If you’re wondering where to begin when it comes to writing a magnetic, money-making, deeply you brand story — start here.
So, how do you write a brand story that feels good and sells? Enter: your LEO story. It stands for Legacy, Embodiment, and Origin—and yes, I did intentionally make it sound like you should be wearing velvet and manifesting under a full moon while writing it. Because this is your golden light, your centre stage moment, your big reveal.
Let’s break it down, shall we? (And yes, I’m doing this out of order — because your Origin grounds your story, even if your Legacy leads it.)
Origin Story: The Rooting
This is your Big Bang moment. The reason you started. That soul-quaking inner whisper that said, “there has to be a better way,” or “screw this, I’ll build it myself.” It might’ve come while knee-deep in a dark night of the soul, during your third burnout of the year, or while rage-scrolling through someone else’s website, thinking ‘I can do better than that’.
Whatever the catalyst, this is your why-it-started moment. The part where you go from wandering human to queen on a mission. It’s the part where something clicked, cracked open, or collapsed so something new could be born.
Your Origin Story might be messy. It might involve stretch marks, therapy, or a spiritual awakening in aisle seven of your local Woolies. That’s what makes it potent and relatable.
Sometimes it’s a breakdown. Sometimes it’s a breakthrough. Sometimes it’s just a Tuesday in the middle of a creative spiral. But it always leaves a magical glow where something beautiful can grow. Elizabeth Gilbert calls this process of creation Big Magic. I call it your soul’s work, or The Pearl.
You don’t need to dramatise it or make it sound like you climbed Kilimanjaro with a newborn strapped to your back (unless you actually did — in which case, tell me everything). But your audience needs to see the flicker. The turning point. The “I couldn’t not create this” moment.
Maybe it was the twenty-five-year-old woman who looked a tad saggy baggy, so she picked up her lip (and her skin) and turned her collagen obsession (and new glow) into a multi-million-dollar biz. Maybe it was the grief-stricken therapist who turned her trauma release healing into a method that now helps thousands. Or maybe it was the soulful copywriter (hi) who was sick of the icky bro marketing tactics and wanted a more intuitive way to help her clients sell their gifts without compromising on the depth piece (hi again).
This is the part of your brand story that gives your work weight. That makes people say: “Wait… so this isn’t just a cute business idea or a little side hustle. This is her soul work.”
Your Origin is the fertile soil. Don’t sanitise it. We want the mud, the spark, the real.
Embodiment Story: The Becoming
This is where we separate the people who say the thing… from the ones who live it.
We’re all a little allergic to misaligned energy. If you’re selling a six-figure strategy while secretly questioning how to make rent, people will feel that. Maybe not consciously, but energetically? It leaks.
You know the vibe: the coach promising 10k months while living on toasties and trauma. The spiritual guide who ghosts you after one Mercury Retrograde. The mindset mentor who slides into your DM with “Join my 4-week program, you abundance queen, you” and then rage-posts about her ex and ‘what really gets to her’ all over her stories. Yeah. No thanks. Your audience can feel the difference between embodied leadership and regurgitated fluff. They won’t always know why they trust you — but they will feel it.
Embodiment is about walking your talk. It’s the receipts. The resonance. The subtle “something” that makes people lean in without needing a hard sell. It’s why someone binge-reads your captions at midnight under the blankie with a Google Doc open on their phone so they take notes.
In this section of your story, show us your proof — not the numbers (we don’t want to see your paycheck), but the evolution. How did you become the work? What have you actually lived, practiced, screwed up, integrated, and refined?
You’ve lived this. You’ve integrated the lesson. You are the thing you’re selling. And that level of embodiment? It resonates. People can feel it when you speak from a place of lived truth. They don’t need 47 testimonials or a fancy funnel — they just need to feel safe in your field.
So tell them. Show them. Let them see how you became the thing you now sell. What lessons slapped you across the face? What pivots cracked you open? What changes did you make that still reverberate through your business today?
This is where someone reads your copy and thinks:
“I don’t know what it is about her, but I trust her.”
Legacy Story: The Radiance
Now for the big one. The heartbeat. The Big Why that gets you out of bed (even after three hours of sleep and a baby foot to the face).
This is your “when the dust settles and the internet explodes, what do I want to be remembered for?” moment. It’s not about being the “go-to expert.” It’s about being a force. A shift. A memory in motion.
This is where your story zooms out. It’s the thing that lives beyond the launches. Beyond the email open rates and money goals. Beyond the next 90-day content plan. This is the mark you want to leave. The shift you’re here to make.
This is the heartbeat of your brand — the big, scary, beautiful vision that guides everything. It’s what makes you get back up when you’re knee-deep in algorithms, AI updates, and tech-gremlins that delete your entire sales page.
It’s the reason behind the reason.
What ripple do you want to leave behind?
What shift do you want your work to create in the world?
What do you want people to remember about you, not just as a business owner, but as a voice?
It’s the ripple effect you want to create. The future you’re actively building. The soul contract you’ve made with this work. Maybe it’s generational healing. Maybe it’s liberation. Maybe it’s just making the online space a little less soul-sucking, one voice note at a time.
Whatever it is, own it. This is the piece that turns your story into a movement. It’s also the soul of your mission statement, your magnetism, your why.
Don’t be afraid to make this part big. Expansive. A little scary. That’s what legacy is—it’s the dream that keeps asking to be born through you.
Remember that at the end of the day, you are the story (whether you have a personal brand or not). Your experiences move you. They become you.
And this is where the magic happens.
(P.S. If you want help crafting this kind of legacy-led, human-first voice that makes AI your BFF — not your replacement — I made something for you. It’s called The Cosmic Voice, and it’s built for smart, soulful CEOs who want to create a soul-aligned brand voice and story without having to become an expert copywriter or astrologer. Click here to join the waitlist.
P.S. If you’re ready to craft a legacy-led, human-first voice that sells with soul — and makes AI your BFF, not your replacement — The Cosmic Voice was made for you. It’s for the smart, soulful, mission-driven CEO who wants messaging that moves people and earns you some well-deserved dollar-bucks (and without the hassle of having to become an expert copywriter or astrologer). Join the waitlist now to get first dibs when the doors open.
