When people talk about pitching, they usually think of investor meetings. But the truth is—you’re always pitching.

You’re pitching your brand to labs, retail buyers, editors, partners, and your future customers. And what makes someone say yes? Not just your product. Not just your deck.
It’s the story behind it all.

Storytelling isn’t fluff. It’s not a nice-to-have.
It’s the most strategic tool a founder has—and when done well, it opens doors that numbers alone never could.

Here’s how to think about brand storytelling the way I’ve approached it while building Prakti—and how to make it work for every founder, in every industry.

1. Your Origin Story Isn’t Optional—It’s the Hook

I launched Prakti to bring a holistic approach to beauty and wellness  into the modern beauty conversation. But I didn’t start with that line—I started with my own lived experience.

Your audience wants to know why you built this.
What drove you? What personal thread runs through your brand DNA?

Whether it’s your childhood memories, your cultural heritage, or a problem you couldn’t solve until now—start there. That’s what makes your pitch human. And in a world of noise, that’s what makes it memorable.

2. Your Story Can—and Should—Evolve

Your core values will stay consistent. But how you tell your story should flex depending on the context.

→ Retailers might need to hear more about your product innovation.
→ Editors may need a clearer emotional hook.
→ Investors will want your vision, roadmap, and market strategy—but they still need to care about you.

Refining your narrative over time is not inconsistency—it’s maturity. It means you’re listening, learning, and speaking in a way that connects.

3. Put Purpose Before Product

The best decks don’t start with ingredients. They start with intent.

What’s your brand here to do?
What problem are you solving—not just for the consumer, but for the culture?

At Prakti, we lead with our belief in holistic beauty—going beyond the surface to enhance wellbeing, rituals, and deep self-care. That’s what draws people in before they even touch the formula.

4. Emotional Resonance Builds Trust—and Trust Drives Growth

Founders are often told to be buttoned-up and polished. But what really moves people? Vulnerability.

Show us your passion. Tell us why this matters to you.
Don’t be afraid to get personal—especially in the first 15 seconds of a pitch.

If someone believes in you, they’ll believe in the brand you’re building.

5. Your Deck Should Look and Feel Like Your Brand

Your pitch deck is your visual handshake. Make it look like your world.

  • No more than 10 slides
  • Minimal copy, high visual impact
  • Clean, beautiful, and cohesive with your brand’s tone and palette
  • Strong team and advisory slide—even if you’re pre-launch
  • A clear “what’s next” section with your ask and your roadmap

You’re not just asking for buy-in. You’re inviting people into something bigger.

6. Refine, Refresh, and Reconnect

Your pitch isn’t a one-and-done thing. Update it every 3–6 months. Tailor it for each audience. And always keep a short version handy.

Whether it’s an investor update or a quick press note, don’t miss the moment because your deck wasn’t ready.

Preparedness is power.

Final Thought: People Don’t Just Buy Products—They Buy Into People

You are your brand’s greatest asset.
So use your voice. Share your journey. Let your story lead.

Because in the end, that’s what makes your brand unforgettable.

Pritika Swarup is the founder of Prakti Beauty, a clinically effective, holistic  skincare brand rooted in India’s wellness traditions. She’s also a model, finance alum, and global advocate for female empowerment. Her mission: to redefine beauty through the lens of holistic self-care and bold individuality.