Brand Marketing: 3 Essentials for Creating a Story People Actually Care About

At the heart of every great brand is a story.

People don’t connect with companies, they connect with stories. According to a recent study, 80% of consumers want brands to communicate a story in their marketing.

Think of the best teacher you’ve ever had. The chances are that what made them such a great teacher was their ability to communicate a story to you, a framework to hang the facts and lessons you learned. They forged a connection with their audience, a connection that made you listen to their message. The worst teachers spout off statistics without providing a reason why you should care.

That’s why it’s so important for businesses to communicate a story to their customers. A good story provides the framework for your products, marketing, and a reason why people should care.

Here are some key factors to keep in mind when you develop your company’s story.

1. Define What Makes You Different

Get a pen and write down what makes you different from your competition. No matter what these differentiators are, there will always be a story behind them.

What’s unique about your product or service?

What originally sparked your interest in what you do?

For example, Airbnb was founded by a couple of broke college students. To help pay their bills, Joe Gebbia and Nathan Blecharczyk rented out a mattress on their floor to strangers in need of cheap accommodation.

From these humble beginnings, Airbnb has grown into a multi-billion dollar company.

That’s a pretty cool story. If your company is indeed different, you will always be able to find a story to tell.

2. People Don’t Buy Into What You Do, They Buy Into Why You Do It

A lot of brands focus on what makes them unique, what they do differently to their competitors.

While this is important to establish, it doesn’t get to the heart of the issue and what people actually care about. The “why.”

Ask yourself the following questions:

Why did you start your company?

Why is what you do important?

Why should people care?

When you have the answer to these questions, you know what you need to communicate to people.

The most successful brands have a strong “why” behind their story. They share their story often, and they share it well through quality content marketing.

3. Allow Your Story To Grow

Once you know your story, get out there and tell anybody that will listen. The key to telling a great story is allowing it to evolve as you see what works and what doesn’t. There’s a reason Hollywood blockbusters are audience tested and re-edited before they are released. Some parts of your story will change as your company develops and grows.

Telling a great story not only helps you communicate to customers, but it also enables you to assemble a team of employees that are passionate about your company. The “why” behind your story becomes the glue that bonds your team behind a common goal.


They key to making your business storytelling a success is relating it to your customers. Produce content that shows how your brand’s values align with those of your customers.

You don’t need to come with a new story for your brand every year. Find your authentic story, the story of who you are, and why you do what you do. Once you have your story, your job is to get out there and tell it to anyone willing to listen.