Rad Co

Feb 4, 2022

How do you find story? 2 Questions you should ask yourself to uncover your business' why.

So you have a business and a logo. but do you have a brand?


You still need a story.

I often get asked:

Can I run my business without a story?

Nope. Every business should have a story.

It’s not something you create, it’s something you discover.

So how do you uncover your story?

The brand story is the ‘why’ of your company

You find our your story by answering these questions:

  1. Why does your company exist? How did it come into fruition?

  2. Why should I choose you over X?

The brand story is usually the story of the founder.

It can be as simple as: “I started this company so because I want help restaurants out with their branding.”

Or it can be as complex as:

“We’ve always tried to be at the intersection of technology and liberal arts, to be able to get the best of both, to make extremely advanced products from a technology point of view, but also have them be intuitive, easy to use, fun to use, so that they really fit the users – the users don’t have to come to them, they come to the user.” --Steve Jobs

Example of well thought of brands stories:

  1. Apple : Founded by 2 rebels who wanted to create something lovely to look at while being functional (They’re an intersection of technology and liberal arts) --They’ve been beating this drum since their first creation the Lisa, all the way to the Apple Watch.

  2. Harley Davidson: Screw it, let's ride.

    Their devil-may-care attitude tells the story of who their customers are. Even though Harley-Davidson motorcycles may suffer from a few oil leaks, their patrons are forgiving. because of their well-crafted brand story, they don’t need to spend much on marketing.

People don’t buy the product, they buy the story.

Stories connect.

Tell me your story.

Rad Co

I'm interested in the intersection of typography, identity design and psychology.