Every story has a beginning, a middle and an end.

And you know what? You already know the end of your brand story.

Instead of being “And they all lived happily ever after,” as with beloved storybooks, yours is: “And that is why I started my business/nonprofit/cause/project.”

The end of your brand story is the fact that you exist, the fact that you are doing the work you have set out to do.

Don’t spend too much time telling the end of your story — too many people make this mistake. Instead, focus on the beginning and the middle, since those parts tell us why you exist. They illustrate where your work comes from and why it matters.

Your brand story may or may not be simple, and it may or may not be linear. There are 1,001 reasons for why your work exists.

But you need to find that enticing thread, that piece that represents your values, pulls a narrative together and captivates your audience. That piece is what makes you unique and relevant.

And your brand story is not static. It will evolve just as your work evolves, and you will find that you have to reframe your story as you grow.

Your ending, though, will always be the same: it tells us that your work exists.

With each telling and retelling, the end of your brand story is actually a beginning and an opportunity to connect, or reconnect, with your audience.

It’s a good story, so tell it from the heart.

This post was originally published on the author’s blog “Talk & Engage” on February 13, 2014.