Brand story
Also called brand narrative, origin story
What is a brand story?
A brand story is the narrative that explains why a business exists, who it serves, what problem it solves and what it believes. It often includes an origin story and the people behind the brand. Told well, it turns a list of products into something people can relate to, remember and repeat to others.
Good brand stories put the customer at the center. A common structure, borrowed from classic storytelling, casts the customer as the hero with a problem and the brand as the guide that helps them succeed.
The story is not one piece of text. It appears in the About page, social bios, founder posts, videos and packaging, in short and long versions.
Why a brand story matters
Facts tell people what you sell. A story gives them a reason to care, which helps them remember you and choose you over a near-identical competitor.
Stories also make great content. Behind-the-scenes posts, founder videos and customer stories all draw from the brand story and tend to feel more personal than product posts.
How to write a brand story
- Start with the problem your customers had and why it mattered.
- Explain how and why you started, in a few honest sentences.
- Show what you do differently and what you believe.
- Bring it back to the customer: what changes for them.
- Write a long version for your About page and a two-sentence version for bios and videos.
Brand story example
Spoke & Chain started when its founder spent three weeks waiting for a simple repair at a chain store. The shop promises 24-hour repairs and plain explanations, because commuters cannot wait weeks without their bike.
Brand story FAQ
What makes a good brand story?
It is true, short, focused on the customer's problem, and shows what the brand believes. It should sound like the brand's voice, not a press release.
Where should you tell your brand story?
On your About page, in social bios, in founder or behind-the-scenes posts and videos, on packaging and in onboarding emails.
Related terms
Storytelling in marketing is using stories, with a character, a problem and a change, to make a brand’s message memorable.
Brand messaging is the set of core messages a brand repeats: what it offers, for whom, why it is different and what proof backs it up.
A mission statement is a short description of what a company does, who it serves and why, used to guide decisions and explain its purpose.
Brand personality is the set of human traits people associate with a brand, such as warm, bold, playful or dependable.
A brand archetype is one of 12 character types, like the Hero, Sage or Caregiver, used to describe and keep a brand's personality consistent.