I’ve heard from so many of you—child care providers worried about your enrollment dropping ever since UPK (Universal Pre-K) rolled out. I hear it all the time.
And honestly, I get it. In this new climate for childcare businesses, standing out isn’t just helpful—it’s essential if you want to stay open, full, and thriving.
But what if I told you there’s a powerful, often-overlooked tool that can help you do just that?
Let’s talk about something simple, natural, and totally free: telling your story.
How Telling Your Childcare Story Can Help You Stand Out (and Fill Those Empty Spots)
What Is Storytelling in Business Anyway?
Nope, I’m not talking about circle time stories (though you are great at those too).
When we talk about storytelling for business branding, we mean sharing your real story—why you started your child care, what makes your center special, the challenges you’ve faced, and the wins you’ve celebrated.
It’s not just a “once upon a time” kind of thing. It’s how people connect with you. It’s how families learn to trust you.
Think of your story like a bridge—connecting what you do with why you do it. And when that bridge is built strong, people are more likely to walk across it and choose your program over another.
Why Storytelling Is a Total Game Changer
Let’s be real. Parents aren’t just looking for a safe place to drop off their kids. They want a place where their child will be seen, cared for, and understood.
And guess what? Your story can help them feel that from the moment they visit your website or meet you for the first time.
In a world full of flyers, websites, and social media posts, stories stand out. They stick in people’s minds. They touch hearts.
As the CQEL article on storytelling explains, stories create emotional connections. They let families feel like they already know you before ever stepping through the door.
Use Your Own Story to Build Your Brand
You don’t need a marketing degree. You don’t even need perfect grammar. You just need to be real.
Start with your “why.” Why did you start your child care business? What did you hope to bring to your community?
Then, move into your journey. Did you start in your living room? Did you struggle to get licensed? Were you nervous that no one would enroll? Tell it.
Parents are looking for people, not perfect businesses. They want to know the person who will be with their child every day. When you tell your story, they see your passion, your values, and your heart.
Lessons From “Building a StoryBrand” by Donald Miller
Donald Miller’s book Building a StoryBrand talks about how every great brand is like a great story. And guess what? In that story, you’re not the hero—your client is.
Let me break it down.
Miller’s 7-Part Framework (Super Simplified):
- And Ends in Success – A happy, cared-for child and peace of mind for the parent.
- A Character – That’s the parent or child.
- Has a Problem – Maybe it’s finding safe, loving care or someone who “gets” their child.
- Meets a Guide – That’s YOU, the provider.
- Who Gives Them a Plan – Your program, policies, or tour experience.
- And Calls Them to Action – “Enroll now,” “Schedule a tour,” or “Join our waitlist.”
- That Helps Them Avoid Failure – Like unreliable care or programs that don’t communicate.
When you use this kind of storytelling in your brand (on your website, during your tour, on social media), parents see clearly how you can help them win.
Let’s make your childcare program even more amazing together! CLICK HERE to see how Adrienne can help you tackle the toughest challenges in your childcare business, boost your growth, and set you on the path to success.
Where to Use Your Story
You might be wondering—okay, so where does this storytelling thing actually go?
Let me show you a few places:
1. Your Website “About” Page
This is prime storytelling real estate. Ditch the formal bio and tell your real story.
2. Your Social Media Posts
Don’t just post flyers. Share moments. Post a pic of your classroom and talk about how proud you were when you opened your doors.
3. Parent Tours
Use your story during tours to make a connection. “When I opened this program, I wanted to create a space where kids feel at home.” That sentence alone builds trust.
4. Your Marketing Materials
Infuse your brochures or flyers with your story—why your center exists and who it’s for.
[FREE DOWNLOAD] Here Are The 10 Must-Have Daycare Templates
How to Start Telling Your Child Care Story
Still feeling unsure? Let me give you a simple way to get started.
Ask yourself:
- What made me start this business?
- What have I overcome to get here?
- What do I believe every child deserves?
- What makes our center feel special or different?
Then, write it out like you’re talking to a friend. Keep it real. Keep it simple.
Related Reading:
- CHILDCARE MARKETING: Branding your Childcare
- The Best Ways To Market With A Daycare Website
- How to Stand Out in A Crowded Daycare Market
Your Story Matters!
In a time where competition is growing and families have more options, your story is what sets you apart. It’s what turns a name on a list into a person parents trust.
And here’s the best part—no one else has your story. No one else can copy it.
You’ve built something from scratch. You’ve put your heart into your business. That deserves to be shared.
So don’t be afraid to be seen. Don’t be afraid to tell your truth. Because when you use your story to connect with the right families, you build trust—and trust builds businesses that last.
You’ve got this.
Want help shaping your story for your brand? I help providers like you create powerful marketing strategies that speak from the heart. Let’s make your story work for your business.
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