# Founder Story Framework (DTC)

## Narrative arcs (choose one or blend)

1. **Origin / “Why I started”**  
   Personal need, frustration with existing options, or a turning point (e.g. “I couldn’t find X, so I made it”; “After Y years in the industry, I wanted to do it differently”). Best for: craft, food, wellness, custom goods.

2. **Craft / “How we make it”**  
   Process, materials, place, and standards. Use when the *how* is the differentiator (small-batch, hand-cut, family recipe, single-origin). Best for: artisan food, leather, ceramics, skincare.

3. **Mission / “What we stand for”**  
   Values and impact (sustainability, transparency, local, quality over scale). Best when the brand is values-led; keep concrete (e.g. “we use only full-grain leather from X”) not vague.

4. **For whom / “Who it’s for”**  
   The customer you serve (e.g. “for people who want heirloom pieces, not fast fashion”). Tighten with one clear descriptor; avoid long demographic lists.

## Story elements checklist

- [ ] **Hook**: One sentence that answers “why should I care?”
- [ ] **Origin**: When, where, and why the brand started
- [ ] **Founder role**: Maker, face, curator, or guardian of the recipe/process
- [ ] **Process**: 1–3 concrete differentiators (materials, technique, scale, place)
- [ ] **Mission**: What you exist to do (one clear sentence)
- [ ] **Values**: 2–4 principles; tie to product or behavior
- [ ] **Proof**: Years, awards, press, or “trusted by X” (one line unless About page)
- [ ] **CTA**: What you want them to do next

## Tone guidelines

- **Warm but direct**: Human, not corporate; avoid “we’re passionate” without evidence.
- **Specific over generic**: “We stitch each bag by hand in our Austin studio” beats “we care about quality.”
- **No hype**: Let process and origin build trust; avoid superlatives unless backed by proof.
- **Consistent voice**: Same tone on About, PDP, email, and social “our story” content.

## Example spine (one sentence)

- “We started [Brand] because [origin]. Today we [mission] for [audience] by [key differentiator].”

Example: “We started [Brand] because we couldn’t find leather goods that lasted. Today we make heirloom-quality bags and wallets for people who value longevity, by hand in our Austin studio.”