Jemicah Marasigan
Content Marketing Manager
In an industry where every agency claims to be “innovative,” “client-focused,” and “results-driven,” blending in is easy. Standing out? That’s the challenge.
Your brand story isn’t just about your services: it’s about who you are, why you exist, and what makes you different. It’s the emotional and strategic foundation that helps potential clients connect with you beyond just a list of offerings. A compelling brand story attracts the right clients, builds trust, and turns one-time customers into long-term advocates.
But a great brand story doesn’t happen by accident. It’s intentional, clear, and woven into every part of your agency’s identity.
Here’s how you can craft and communicate a brand story that doesn’t just add to the noise—but cuts through it entirely.
What is a brand story?
A brand story is more than just a few paragraphs on your About page. It’s the narrative that defines your agency’s identity and shapes how you communicate with your audience. It’s how you position yourself in the industry, the way you attract ideal clients, and the reason people remember you.
Your brand story should answer these essential questions:
Who are you? What is your agency’s identity and personality?
Why do you exist? What problem are you solving, and why does it matter?
What makes you different? How do you approach your work in a way that sets you apart?
Who do you serve? Who is your ideal client, and how do you help them succeed?
How do you deliver? What is your unique process or methodology?
Brand storytelling is crucial because research shows that buyers make decisions emotionally before rationalizing them logically. Harvard Business School Professor Gerald Zaltman found that 95% of consumer decision-making happens in the subconscious mind. This means your agency needs to go beyond stats and features—you need to tap into human emotions to drive action.
And it's not that hard to do! You just need to focus on:
- Your origin story
- Defining your core values
- Defining your unique positioning
- Developing a brand voice
- Adding storytelling elements
Why does your brand story matter?
Many agencies rely on listing their capabilities as a selling point. But let’s be honest—clients expect you to be capable. What they’re really looking for is someone they trust, someone they connect with, and someone they believe understands them.
A compelling brand story:
Builds emotional connections: People don’t just buy services; they buy into stories that resonate with them.
Differentiates you from competitors: No one else has your story. It’s the one thing that can’t be copied.
Gives your brand consistency: A clear story ensures your messaging, visuals, and communication all align.
Attracts the right clients: Your story sets expectations and filters out clients who aren’t the right fit.
Creates brand loyalty: People remember stories, not lists of services.
Great brand stories follow a narrative structure similar to books and movies:
Characters: Your agency, your clients, and the industry you work in.
Status quo: The way things were before you started.
Conflict: The industry problem or gap that led to your agency’s creation.
Resolution: How your agency approaches and solves these problems.
Outcome: The success stories that result from your approach.
When done well, a brand story isn’t just about your agency’s past—it helps clients see themselves in your narrative, making them feel like part of the journey.
Step 1: Craft your origin story
Your origin story is the heart of your brand. It’s not just about when you started—it’s about why you started and what problem you set out to solve.
The best origin stories feel personal, authentic, and engaging. They aren’t just timelines of events. They’re narratives—stories, pun intended—that build connection.
Three creative ways to tell your origin story
1. The “accidental genius” approach
Not every business begins with a grand vision—sometimes, success sneaks up on you. Maybe you started helping friends with branding, and before you knew it, word spread, and you had a full-fledged agency.
Or maybe you stumbled upon a gap in the market and realized you were the perfect person to fill it. Some of the most successful companies started this way, evolving from side projects into industry leaders.
One of the best examples of this is Airbnb. They didn’t start as a global hospitality empire. Founders Brian Chesky and Joe Gebbia were struggling to pay rent in San Francisco, so they decided to rent out air mattresses in their living room. They called it Air Bed & Breakfast, and the idea took off. Today, Airbnb is a multi-billion-dollar brand.
If your agency’s success was a bit of an accident, embrace it—it makes your story relatable and engaging.
2. The “rebellious underdog” approach
Not all agencies are born from passion alone—some are fueled by frustration. Maybe you worked at a traditional agency and hated the outdated methods, or you saw how clients were being underserved and knew you could do better.
For example, Liquid Death started selling canned water in tallboy cans that look like beer. It sounds ridiculous—until you realize it’s marketing genius. Liquid Death rejected traditional wellness marketing and turned hydration into something rebellious, fun, and viral.
This approach positions you as a challenger brand—someone who saw a broken system and decided to shake things up. If your agency was built to disrupt the status quo, don’t shy away from it—own the rebellion.
3. The “personal mission” approach
Some businesses aren’t just about profit—they’re about purpose. Maybe your agency wasn’t just a career move but a calling. Whether you started because of a personal experience, a gap you felt firsthand, or a deep desire to create something meaningful, this type of origin story makes your brand feel more human.
Patagonia Founder Yvon Chouinard didn’t start Patagonia as a business—he was a climber who wanted better gear. When he saw that traditional climbing equipment was harming the environment, he built a company around sustainability.
Clients don’t just see a service provider—they see a founder who truly cares. If your agency was born from a personal mission, tell that story—it’s what makes you stand out.
How to apply this for your agency
Write a short paragraph (3–5 sentences) about how your agency started. Avoid jargon. Make it conversational, like you’re telling a friend.
Step 2: Define your agency’s core values and actually mean them
Your core values should do more than just sound nice—they should feel like you. They should be bold, specific, and instantly paint a picture of how you work and what you believe in.
Think of your values as your agency’s “this is who we are” manifesto. They’re what make you say yes to the right projects and no to the wrong ones. They guide not just your work, but how you treat clients, how you run your business, and what people say about you when you’re not in the room.
How to make your values stand out
Instead of defaulting to vague, corporate-sounding words, define your values in a way that feels distinct.
Yes, you can take inspiration from the values most corporations use—things like transparency, innovation, and collaboration—but give them a twist that actually reflects how your agency operates.
Instead of: We push boundaries.
Try: If it’s been done before, we’re already over it.
Instead of: We move fast.
Try: Slow is for Sundays—we keep it moving.
Instead of: We value creativity.
Try: We’re allergic to boring.
Instead of: We deliver results.
Try: Likes are cute, but ROI pays the bills.
How to apply this for your agency
Your values should be more than words—they should be the backbone of how your agency operates. They should show up in how you pitch, how you market yourself, and how you treat your clients. When your values are clear, they don’t just attract clients—they attract the right ones.
Ask yourself:
What’s a hard no for us, even if it means turning down business?
What kind of clients energize us, and which ones drain us?
If we overheard a client talking about us, what would we want them to say?
What’s a belief we hold that might challenge industry norms?
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Step 3: Define your unique positioning
Every agency claims to be innovative, results-driven, and client-focused—but if everyone is saying the same thing, does it really set you apart? Your unique positioning is what makes clients choose you over the thousands of other agencies out there. It’s the clear, compelling reason why your agency exists and what makes it different.
Your positioning isn’t just about what you do—it’s about how you do it and why it matters. The more specific and intentional you are, the easier it will be for the right clients to see that you’re the perfect fit for them.
How to define your unique selling proposition (USP)
Instead of broad claims, focus on what truly sets you apart. You can do this by:
1. Specializing in a niche
Are you hyper-focused on a specific industry or service? Some clients want specialists, not generalists. Maybe you’re the go-to agency for SaaS startups, hospitality brands, or e-commerce businesses. Or perhaps you specialize in only email marketing or only performance-driven ad campaigns. The more specific you are, the more memorable you become.
Bananatag (now Staffbase) positioned itself as the internal email tool for corporate communications teams, carving out a niche in a market dominated by external email platforms like Mailchimp and Constant Contact.
Owning a niche makes it easier for your ideal clients to find you—and even easier for them to trust that you’re the best at what you do.
2. Developing a unique brand voice
Are you more bold, playful, or data-driven than your competitors? Your voice can be a differentiator just as much as your services. If you take a strong stance, inject humor, or simplify complex concepts in a way no one else does, it makes your agency more distinct.
Wieden+Kennedy, the ad agency behind some of Nike’s most iconic campaigns, uses a rebellious, no-nonsense tone in everything from their website to their client work. As a self-proclaimed ad agency that didn’t like advertising, their brand voice isn’t just creative—it’s confident.
A strong brand voice makes your agency instantly recognizable—and makes clients want to work with you for who you are, not just what you do.
3. Offering specialized services
Do you solve a problem that no other agency prioritizes? If your agency focuses on a service that others overlook or don’t execute well, that’s your edge. Maybe you’re the only agency that specializes in social commerce for Gen Z brands or AI-driven ad campaigns for healthcare companies.
Hawke Media, for example, branded itself as an outsourced CMO for brands that need full-service marketing but aren’t ready to hire in-house teams. Their entire positioning revolves around making high-quality marketing accessible.
Being known for a specific service not only helps you stand out—it makes you the obvious choice for the clients who need exactly what you offer.
How to apply this for your agency
By defining what makes your agency truly unique, you’re not just selling services—you’re giving clients a reason to believe you’re the only choice for them.
Ask yourself:
What’s something we do better or differently than other agencies?
If we had to explain our value in one sentence, what would it be?
What do our best clients say about us that others don’t?
Is there a specific type of client that benefits the most from working with us?
If we disappeared tomorrow, what gap would we leave in the industry?
Step 4: Develop a brand voice that channels your story
Your brand story isn’t just what you say—it’s how you say it. The words you choose, the tone you use, and the way you structure your messaging all contribute to how people perceive your agency. A strong brand voice makes your agency feel distinct and memorable, ensuring that your personality shines through across every channel.
Think about it this way: if your agency were a person, how would they sound? Are they bold and rebellious? Warm and conversational? Sharp and insightful? The way you express your story should match the identity you’ve built. To define your voice:
1. Identify your core brand traits
Your voice should be a natural extension of your brand personality. To clarify your tone, ask:
If our agency were a person, how would they talk?
What three adjectives best describe our brand’s personality?
What kind of language resonates with our ideal clients?
Example:
A high-energy creative agency might use witty, playful, and unexpected language.
A data-driven consulting firm might focus on clarity, confidence, and authority.
A rebellious brand might embrace directness, humor, and bold statements.
2. Develop a “this, not that” guide
To keep your brand voice consistent, create a simple guide outlining how your agency should sound—and how it shouldn’t. You can create a full editorial and brand guide and/or a small “cheat sheet” that outlines:
Your core brand personality traits
Key phrases and examples of your tone in action
Words or styles to avoid
How your voice should adapt across different platforms
Example:
We are: Bold, but not abrasive.
We are: Playful, but not unprofessional.
We are: Approachable, but not overly casual.
Even in emails, your brand voice should come through—whether you’re sending a proposal, a follow-up, or a newsletter. With Copper’s AI-generated email templates, you can ensure consistency effortlessly, as they automatically pull your unique tone from your website.
When your brand voice is distinct and consistent, it turns your story from something you tell into something your audience experiences every time they interact with you. Your story doesn’t just live on your “About” page—it’s in the way you talk, write, and engage. Make it count.
Step 5: Add storytelling elements to your messaging
A great brand story isn’t just a catchy tagline—it’s exactly that: a story. And like any good story, it has a beginning, middle, and end. The beginning is your agency’s origin—how you started and why. The middle is where you are now—the work you do, the clients you help, and the problems you solve. And the end? That’s the transformation you create—the impact you leave on your clients and industry.
How to integrate storytelling into your messaging
1. Use metaphors and analogies
People connect with familiar concepts, so explain what you do in a way they can immediately grasp. The right metaphor can make your brand more approachable and your services easier to understand.
Example:
"Think of our agency as the GPS for your brand. We don’t just give you directions—we help you navigate unexpected detours along the way."
Or, if you focus on branding, you could say:
"We’re like a personal stylist for your business—making sure every element of your brand is polished, cohesive, and unforgettable."
Brainstorm 3-5 unique analogies for your agency’s work and test them in your marketing materials (website, social media, sales calls). See which ones resonate most with potential clients.
2. Frame client success stories as transformations
Testimonials are great, but they’re even more powerful when they tell a before-and-after story. Instead of simply saying, “We helped Company X increase leads by 300%,” bring the journey to life" you can say "Company X was struggling to convert website visitors into customers. Their messaging wasn’t resonating, and their ad spend wasn’t generating real ROI. We stepped in, reworked their positioning, optimized their funnels, and within three months, their conversion rate tripled. Now, their marketing isn’t just working—it’s scaling."
Take your best testimonial and rewrite it as a short transformation story. Highlight the challenge, your solution, and the outcome. Then, use it in your case studies, social media, or sales pitch.
3. Share behind-the-scenes insights
People don’t just want to see the polished final product—they want to know what goes into it. Show your audience your agency in action, what working with you could look like, and how you and your team channel creativity into execution.
Example:
A time-lapse video of your team brainstorming ideas for a campaign
A post about a big challenge you overcame for a client (and what you learned)
A “Lessons From Our Biggest Fails” blog post that shows transparency and growth
Dedicate one day a month to creating behind-the-scenes content—whether it’s a raw social post, a quick video, or a story about your agency’s process.
4. Maintain a consistent voice and tone
Your brand’s personality should be unmistakable in everything you write—whether it’s a tweet, an email, or a case study. If your agency is witty, rebellious, sophisticated, or laid-back, let that energy shine through in your storytelling.
Example:
A rebellious agency might say, “We don’t do cookie-cutter marketing. If you want safe, generic, and forgettable, we’re not your people.”
A playful agency might say, “Our ideas are like espresso shots—strong, bold, and guaranteed to wake up your audience.”
A sophisticated agency might say, “We craft data-backed strategies that blend art and science for measurable, lasting impact.”
Where to embed your story
Your storytelling shouldn’t live in just one place—it should be infused into every part of your brand.
Website About Page: Don’t just list your history; tell a compelling story that makes visitors feel something.
Social Media: Use posts, videos, and captions to share bite-sized moments of your journey.
Client Proposals: Show potential clients how your story aligns with their needs, making them feel like they’re part of it.
Blog Posts & Case Studies: Go beyond the numbers and tell the why and how behind your successes.
When your messaging is rooted in storytelling, potential clients don’t just see you as another agency—they connect with your brand on an emotional level. And in a world where decisions are driven by both logic and emotion, that connection is what turns prospects into long-term clients.
Storytelling isn’t just about telling your story—it’s about making your audience feel like part of it
Your brand story isn’t just about making your agency sound good—it’s about giving people a reason to care. A strong story makes potential clients remember you, trust you, and ultimately choose you.
By crafting a compelling origin story, defining your core values, and reinforcing your narrative consistently, your brand becomes more than just another agency—it becomes unforgettable.
