Creative writing for entrepreneurs | exercise 2 | if your business were a character

As Madonna would have said when opening a concert in the ’90s, let me ask you: “Are you readyyyyyy?” Lol! Because today we’re going to start “sculpting” our brand — using the tool of creative writing — so that it becomes a strong and recognizable entity!

But wait… I have a doubt: do you REALLY know what a brand is?

BRANDING VS MARKETING (WHY PEOPLE GET CONFUSED)

The confusion usually starts when we mix up BRANDING with MARKETING. So let me explain the difference in simple words.

A brand is the perceived identity of your business: what you promise, how you behave, how you make people feel, what you represent in their minds (perceptions, emotions, trust), and all the tangible proof that backs this up.

So, if we wanted to break it down, a brand is made of

Purpose (Why do you exist beyond profit?)
Non-negotiable values (three values that guide your choices as a person/entrepreneur)
Personality of your brand (tone of voice, style, energy, colors, logo)
Proof (portfolio, catalog, reviews, creative process, website style, etc.)

>>> Marketing is how you make yourself known (channels, campaigns, tactics). It’s like sending out an invitation to your party. >>> Brand is how you behave at the party (and whether people will want to see you again! Lol!!!

THIS MATTERS FOR OUR EXERCISE BECAUSE....

Do you remember the very first exercise we did together, when we transformed an abstract concept into a tangible, physical element?

That little warm-up is going to be very useful now — because we’ll do the same thing, but at a more complex level.

We’re going to turn the nebula of ideas we think our brand is… into a real, living character. But to do that, we’ll need to go through a few intermediate steps.

STEP 1 - THREE NON-NEGOTIABLE VALUES

Choose only THREE values that define your brand (e.g. courage, innovation, humor, transparency, sustainability, craftsmanship, wonder).

P.S.: If everything is a value, then nothing is a value. So make a choice — and sacrifice some in order to find your three core ones.

STEP 2 - TURN VALUES INTO HUMAN TRAITS

Now, take your three values and translate them into 2–3 observable personality traits each.

For example

Care → attentive, detail-oriented, reassuring
Brave → direct, decisive, experimental, confident voice, firm handshake
Craftsmanship → patient, precise, lover of “slow work”

STEP 3 — TURN TRAITS INTO TANGIBLE PHYSICAL SIGNS

Make your character visible. Decide:

• Age, posture, energy, height, hair color, body shape
• Clothing & materials (linen, denim, silk; vintage vs. minimal)
• Totem objects (a notebook, a measuring tape, paintbrushes, headphones, a T-shirt with “Big Bacini”, Lol!)
• Gestures & timing (do they speak slowly? laugh often? take notes? roll their eyes?)
  This is where the imagery of your brand is born: what customers “see” in their mind when they think of you.

STEP 4 - VOICE AND LANGUAGE

Decide how this character talks:

• 3 phrases they say often (slogans, hooks, reassurances, invitations, quirks)
• 3 forbidden words (to stay consistent)
• 1 typical way of saying no (in the style of your brand)

STEP 5 - MINI NARRATIVE SCENE

Now that you’ve started to visualize and define your brand as a real character, it’s time to let them act in a real scene, with actions and dialogue. Remember to add a charming flaw that makes them very human!

Goal: Don’t explain the brand. Let people feel it.

AN EXAMPLE OF CHARACTER + NARRATIVE SCENE

Context: A textile artist who sells sustainable prints & patterns.

Values (3): Sustainability, Creativity, Precision

Traits: kind, curious, detail-obsessed, playful

Physical signs: 38 years old “ageless,” shirt made of African fabrics with a turban, fingers stained with pigments, squared notebook, round glasses, light step

Voice: calm, sensory images, no technical jargon

Often says: “Colors heal,” “Handmade with love,” “Details tell stories”

Forbidden words: cheap, rushed, trendy

How she says NO: “I’d rather give you an honest no today, so I can deliver a unique product tomorrow.”
Mini scene :

A customer walks in and touches a hand-dyed tablecloth.

She smiles: “See these colors? But listen with your fingers: feel the texture?”

She lays a notebook full of samples on the counter: “Every shade comes from a plant, every edge is double-finished. I take the time it needs.”

The customer asks for a “fair discount.” She tilts her head: “I’d rather give you an honest no today, so I can keep experimenting and bring you something unique tomorrow.”

Then she opens a drawer: “If you want to start, this runner has the right voice for your home: simple, but it tells a story.” The customer nods.

“You’ve chosen a piece that represents you and will last,” she finishes, wrapping it slowly with coarse string.

Service Notes

I know this exercise is much more difficult than the first one, but believe me, it will have a deep impact on how you perceive your brand yourself, and how you will tell it to others!

So please, take your time. The next lesson is next Friday, and it will be linked directly to the character you build here.

And now… ready to publish your brand-character?

The group) will give you feedback on coherence (values,traits,voice) and on the narrative power of your mini-scene.

P.S. This is just a first blueprint of your brand-character. You can always refine it later, so don’t try to capture everything now. Just outline the fundamentals and place them in a scene! You’ll always have time to shape them better. If you have more than a brand, you can create more characters. I will post mine in the comments in few days!

I can't wait to meet the new Shirley, Rhonda and Mavis!!! Lol!