I've always believed that some of the most interesting stories begin with a simple question. Not What do you sell? or What makes your business different? But How did you get here?
Recently, I sat down with Jenni, the founder of Body & Soul Pilates in Puyallup, Washington, for an episode of my podcast, She Says It. What started as a conversation about pilates became a story about identity, community, and finding purpose in unexpected places. It reminded me why I love founder storytelling and why I believe it's such an important part of building a brand.
Every Brand Has a Beginning
Jenni didn't set out to become a studio owner. She wanted to be a professional dancer. After spending more than two decades working in fitness, an unexpected offer from a client led her to her first pilates reformer. She started teaching in a rented ballroom dance studio, and eventually, one reformer became two. Today, she runs an eight-reformer studio and has built a community that extends far beyond the classes she teaches.
During our conversation, Jenni reflected, "I didn't have expectation that it had to happen this way or that way. It just happened."
That's the kind of detail I look for when helping someone tell their brand story. Not a perfectly polished origin story, but a real one. The unexpected decisions, relationships, and experiences that shape a business are often what make it memorable.
Storytelling Is a Brand Strategy
When I work with founders, I want to understand the person behind the business. I ask questions about their experiences, values, decisions, and the people they hope to reach. Because those conversations often reveal something that isn't immediately obvious from a website or social media profile.
For Jenni, it wasn't simply about offering pilates classes. It was about creating a place where people feel welcomed, supported, and comfortable in their bodies. That understanding can inform everything from website messaging and social media content to marketing campaigns and community engagement.
One meaningful conversation can become a podcast episode, an editorial feature, a series of social media posts, or the foundation for a larger brand storytelling campaign. More importantly, it creates an opportunity for people to connect with the person behind the business.
What Are You Really Trying to Say?
I think we spend a lot of time talking about what to post, how often to post, and what's performing. Those conversations matter, but I keep coming back to a bigger question: What are we trying to communicate, and why should someone care?
That's where I believe good brand storytelling begins. Not with an algorithm or a content calendar, but with curiosity, conversation, and a willingness to listen.
Because behind every business is a person with a story worth telling. And sometimes, the most valuable thing we can do is give that story room to be heard.
Watch my conversation with Jenni on She Says It or listen to the conversation on Spotify.
Learn more about Body & Soul Pilates in Puyallup.
