So you’ve launched your startup. You’ve got the product, the pitch deck, the domain name, maybe even a slick-looking website. But something’s still… off.
People aren’t quite getting what you do.
Your pitch feels like a monologue.
And your homepage? It reads more like a résumé than a reason to care.
If that sounds familiar, your brand story might be the problem. Or more specifically—how you’re telling it.
Let’s break down why your brand story isn’t landing—and how to craft one that actually makes people lean in, nod along, and click that shiny CTA button.
1. You’re Telling a Timeline, Not a Story
A brand story isn’t your company history.
It’s not: “We started in 2021 when our founder noticed a gap in the market…”
That’s a bio. A brand story is why you exist and why it matters to your audience.
👉 It’s the journey from their pain to your solution.
👉 It’s the “aha” moment that ties your mission to their motivation.
Fix it:
Start with your audience’s world. What are they struggling with? What’s broken? Then introduce your brand as the spark of change. Make them the hero—your brand is just the guide.
2. It’s All Features, No Feeling
“We help automate workflows with AI-powered tools.”
Cool. So does everyone else.
Founders often default to listing features or technical USPs. But people don’t buy features—they buy outcomes. They buy belief. That emotional resonance? That’s the difference between meh and memorable.
Fix it:
Translate your features into benefits with heart.
Not “fast delivery.”
Try: “So you never have to chase a vendor again.”
Not “collaboration tools.”
Try: “So your team stops working in silos and starts building momentum.”
3. You Sound Like… Everyone Else
You might be “innovative,” “passionate,” and “customer-first.” But so is literally every other brand on LinkedIn.
Generic messaging is the quickest way to become wallpaper.
And in Singapore’s hyper-competitive startup space, blending in is brand death.
Fix it:
Ditch the buzzwords. Talk like a human. Be brave enough to say things with an opinion. A little edge, a little clarity, and a whole lot of voice goes a long way.
If you’re founder-led, speak from that founder perspective. If you’re for misfits, don’t be afraid to sound like one.
4. You Have a Story—But It’s Not Showing Up Anywhere
Sometimes, brands do have a great story… but it’s buried in a Notion doc or a forgotten pitch deck. It’s not on the homepage. Not in the email welcome flow. Not in the ads.
So it never gets the chance to do what it’s meant to: connect and convert.
Fix it:
Inject your story across every touchpoint.
- Homepage hero? Lead with the problem you solve.
- About page? Tell the “why now” behind your brand.
- Ads? Use language that taps into the tension your customer feels.
- LinkedIn? Share the behind-the-scenes of your mission, not just your milestones.
5. It’s Too Safe
Here’s the hard truth: great brand stories make some people scroll away—so the right people stick around.
Trying to appeal to everyone is how you end up with vanilla. And vanilla doesn’t scale. Vanilla doesn’t get shared. Vanilla doesn’t win hearts, minds, or market share.
Fix it:
Take a stance. Say what you believe.
Instead of “We’re here to simplify design,” try “We’re sick of bloated agencies and overpriced logos. So we built a faster, leaner way to brand better.”
So… What Makes a Brand Story That Works?
One that:
- Starts with your customer’s problem.
- Anchors in emotion, not just logic.
- Sounds unmistakably like you.
- Lives everywhere your brand does.
- Makes the right people say, “Finally—someone who gets it.”
The Bottom Line: Your Story Deserves Better
Your brand story isn’t just a “nice to have”—it’s the core of how people feel about your business before they ever buy. And in a crowded, hyper-comparative market like Singapore, clarity and connection are everything.
So if your story feels flat, forgettable, or like it could belong to anyone else—it’s time to rework it. Not with fluff. Not with corporate buzzwords. But with a story that’s sharp, strategic, and unmistakably you.
At Everyone Creative, we help founders and marketers bring their brand stories to life—with clarity, confidence, and creative firepower. No bloat. No BS.
Ping us on: hello@everyonecreative.co
Because when your story clicks? Everything else starts to!
