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A brand story is made up of all that you are and all that you do. From the company’s history, mission, inspiration, goals, audience, and raison d’être, it’s why you exist. Your story is the people, places, and ideas that your company thrives on. It’s the foundation that keeps a brand going and growing. It’s a blend of those vital little core pieces of information about your business — how you came to be, why your products or services are special, what you’re passionate about, your company culture, how you make people’s lives better, and why you would do business with your company.
Brand stories can be told in many different forms, with an evolving story line and cast of characters, but content creators must be vigilant about continuity and consistency, avoiding any holes. Your brand’s story has to resonate with people at a level that goes way beyond what’s tangible — the functionality, features, and benefits of your products or services — to create a deep, emotional connection with your audience. You have to create something that they want to be a part of and show that you really “get” who they are and what they need.
Here are a few basic questions to answer to help you pull your story out of its box
Useful starting point for brand storytelling by asking these six questions.