Founder Story
Founder story ads focus on the personal journey, mission, or vision of the person behind the brand. These ads are crafted to humanize your business, foster emotional connections, and build trust with your audience. They can work across all stages of awareness but are particularly effective for audiences who are Problem Aware or Solution Aware, as the a brand founder's story typically involves starting the company to solve a problem that they were experiencing in their own life.
By sharing the "why" behind your brand, founder story ads allow you to align your values with those of your audience. They can highlight struggles, triumphs, or a passion for solving a specific problem, positioning your brand as authentic, relatable, and driven by purpose.
Hooks/Headline Examples
- “I started this brand because I was tired of [common problem].”
- “From my garage to your home: How we’re solving [pain point].”
- “I was just like you—and that’s why I created this.”
- “How a simple idea turned into [your brand/product].”
- “I couldn’t find the solution I needed, so I built it myself.”
Tips & Recommendations
- Open with a pain point your audience can identify with, showing
- Share personal challenges or failures that led to the creation of your product. Authenticity makes your story more relatable and compelling.
- Make it clear how your journey connects to solving their problem. Focus on benefits and outcomes they care about.
- Use footage or photos of the early stages of your brand (e.g., your first workspace, prototypes, or team) to make the story tangible.
Why It Works
Sharing your personal journey builds trust and relatability by tapping into the Liking Tendency bias. A compelling story evokes emotions like empathy and inspiration, driving engagement and purchase decisions. In competitive markets, a founder story sets your brand apart by showcasing the unique values and motivations behind it.
What to Avoid
Avoid making the ad feel too corporate or rehearsed; authenticity is key to connecting with your audience.
Focus on the parts of your story that matter most to your audience. Too much backstory can dilute your message.
While it’s your story, keep the focus on how your journey benefits your audience, not just your personal accomplishments.
