It seems obvious: any company you start is your creation, your baby. But many small business owners make the mistake of assuming everyone knows how they got there, especially after they’ve gone viral in the marketing world. How will people know your journey unless you create your own metaphorical storybook?

When you’re first getting the word out about your business, a quick pitch will always suffice. Possible consumers get an idea of what you offer, what separates you from your competitors, and where you came from. If pitches are well done and presentable everywhere, you gain customers, sales, and therefore financial success.

Once you’ve played up the human aspect of your business, you should start focusing solely on improving its functions, right? Not exactly. While it’s certainly important for new companies to make changes based on their target audience’s needs, it’s equally important to maintain the relatability of the organization. The best way to do that is by turning your simple pitch into an intriguing story.

People so easily remember and connect with stories, even ones they didn’t necessarily think they’d like. Large, successful companies have learned to harness the power of The Story, and you can too. Here’s where to start.

First, dig deep for a moment and figure out why you decided to dive into the business world. Starting a company from scratch isn’t easy, whether it be the challenges of management, finances, product, rental space, or something unique to your market. So what made you try? Impulsivity might be part of it, but there must have been something within your set of values, opinions, likes and dislikes that pushed you to bring your idea to life.

Once you’ve identified your true motivation, begin to put your story together without editing along the way. Sure, revision in all other company affairs is beneficial, but keeping your story honest and untouched is a great way to draw people in. By sharing the good, the bad, and the ugly in your story, you become more approachable. Your company is now its own friendly being rather than a hard-edged money machine.

Got your story? Get it out there. Give it more than it’s own webpage. In fact, make it the center of attention. A story worth creating is a story worth telling. Furthermore, find a way to bring your brand name, logo, and other business staples to life through your story. Make every element appealing to consumers.

Making your company your metaphorical storybook is the best way to attract new customers and keep old ones coming back. Your passion and goals shine through in a natural way - and everyone appreciates someone genuine.